The endorsement was a natural match, since Stamos has proudly touted his Greek heritage since his days playing Greek rocker (and best uncle ever) Jesse Katsopolis on “Full House.”. Effect of Celebrity Endorsement on Brand Image Learning from the example of Nike; the brand is well known in almost all parts of the world, especially being ranked the 16 th most valuable brand by the annual Forbes ranking of The World’s Most Valuable Brands, … When she was just 15 years old, Brooke Shields starred an ad for Calvin Klein jeans that featured the famous line, “What gets between me and my Calvins? "Modern Family" star Sofia Vergara has been a popular celebrity spokesperson for years, and Head & Shoulders sounds the perfect fit for her—she claims to have used the product for the past two decades. #498 of 753 People We Wish Were Still Alive#169 of 258 The Best Marvel Movie Actors Ever#107 of 149 The All-Time Greatest Action Stars. Neil Patrick Harris’ Celebrity Endorsement of Heineken Light. Certainly this can be an expensive marketing method: Jamie Oliver’s celebrity endorsement ad campaign for Sainsbury’s cost £41 million, but the return-on-investment can be startling. Celebrity endorsement is a phenomenon widely used by companies and studied by researchers. The most memorable ads often feature a major Hollywood star. Vote for your favorite print advertisements and commercials featuring stars, add any not listed, or re-rank this list of the most successful celebrity endorsements. Curtis Jackson, a.k.a. Nothing.” She was no stranger to controversy at that point, having starred as a child prostitute in “Pretty Baby” and a barely clothed castaway in “The Blue Lagoon.” Thirty-seven years after her original 1980 ad campaign, she starred in another Calvin Klein ad at age 52, modeling the brand’s lingerie. The most famous endorsements create an indelible connection between brands and their spokespeople. 13 examples: A year later, the campaign was ditched in favor of a celebrity endorsement… Celebrity endorsement typically consists of a written, spoken or pictorial statement, showcasing the virtue of a brand by a celebrity who uses his or her status … An entrepreneur may lack the ideas to add quality to his or her product but through advertisement and celebrity endorsement, the product gains credibility in the market. Endorsements often work best when they fit the personality of the celebrity, and that proves true in the case of Matthew McConaughey and Lincoln Motor Company. Celebrity endorsement is quite risky because it doesn’t work every time. Culture road block can be manipulated by using celebrity with worldwide reputation (Kaikati, 1987). They teamed up with Patrick in 2006, and the relationship lasted for nearly a decade. WARC subscribers can read. The use of celebrity endorsements are a means of creating awareness of the brand advertised. In a nod to professional symmetry, Patrick joined forces with GoDaddy again for the final races of her career at the Daytona 500 and Indy 500 this year. That is … When Danica Patrick first emerged on the auto racing scene, she was something of a novelty—and that's exactly what appealed to the website domain brokers at GoDaddy. The best celebrity endorsers can even become synonymous with multiple brands. The bigger the celebrity following, the bigger the reach of whatever product they’re endorsing. The most sincere celebrity endorsements happen when the celebrity actually uses the product. Simpson isn’t the only celebrity spokesperson for the skin care line: the company has hired numerous other stars to speak for their product, and has said that they pay their top celebrities between $2 and $3 million per year for their time. a child prostitute in “Pretty Baby” and a barely clothed castaway in “The Blue Lagoon. A celebrity endorsement provides an alternative to creative ads. Some of the most successful collaborations between a brand and a celebrity occur during halftime at the Super Bowl, when commercials can cost millions of dollars for 30 seconds on air. Celebrities appearing in popular print advertisements and TV commercials is nothing new - using a celebrity spokesperson is a strategy that has been widely used throughout history. Celebrity endorsement marketing strategies go back as far as the concept of celebrities. Interestingly, the result shows that the average age among the best was 40, while the worst was only 28, suggesting that consumers trust older actors more than younger ones. As an elite quarterback in the NFL, his approachable everyman demeanor made him the highest-paid endorser in the league, with $12 million in endorsements a year. 5. This investigations main purpose is to explore the influences that celebrity endorsements have on the consumers’ motivation to purchase, in particular focusing on sports celebrities. Get Stacker's best stories delivered right to your inbox. Well, don't shut down your device just yet. George Clooney & Nespresso – successfully conveyed Nespresso’s image as an elegant and sophisticated brand. 18 Bizarre Celebrity ... but it does have to be said that celebs often strike up some pretty odd endorsement ... don't entirely fit their brand. Alex Trebek spends most of his days moderating trivia hijinks over at “Jeopardy,” but he also appears in some commercial breaks shilling for Colonial Penn life insurance. The use of celebrity endorsements is becoming increasing popular amongst organisations to aid in advertising their brand in order to gain a competitive advantage. Snapchat celebrity Shaun McBride, better known as Shonduras on the popular social media platform, has amassed hundreds of thousands of followers. There’s a reason why companies usually hire celebrities from a specific industry. There are many important things which should remember while going for the celebrity endorsement. Perhaps his most best-known turn came as a spokesperson for pizza chain Papa John’s. Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy which uses a celebrity's fame or social status to promote a product, brand or service, or to raise awareness about an issue. This has made her hundreds of millions of dollars in profit. Brad Pitt even made history as the first male spokesperson for classic fragrance Chanel No. Trebek has been a spokesman for the company since 1998, and has also endorsed DirecTV, Emerald Downs Racetrack, and the National Fluid Milk Processor Promotion Board. Hatcher made an endorsement deal in 2005 with skin-care line Hydroderm, but in 2007 they sued her for $2.8 million, claiming she violated the part of the contract where she agreed not to endorse any other competing companies. Celebrity Endorsement - essay example for free Newyorkessays - database with more than 65000 college essays for studying 】 This article aims to analyze the celebrity endorsement strategy used to communicate brand image messages in housing advertisements. Head & Shoulder did not get as much reward as it should have to with Hollywood stars’ endorsement. Marketers use celebrity endorsers in hopes that the positive image of the celebrity endorser will be passed on to the product's or brand's image. The Air Jordans were an inspired idea which have kept both the company and the celebrity wealthy for 30 years. In the early 1900s Mark Twain co-branded pens and Ty Cobb had his own tobacco. As an added bonus, Oprah sits on the board of the corporation, and invested heavily in the company. 13 examples: A year later, the campaign was ditched in favor of a celebrity endorsement… Cambridge Dictionary +Plus My profile In order to have a better grasp on the topic, here are some examples of successful endorsements: Michael Jordan & Nike – a partnership resulted in the development of a new product line. Despite the generally positive aspects of endorsement on the evaluation of products, in some cases, celebrities cannot substantially help promote products. However, celebrity endorsement is not without potential risks. Male celebs are also getting more and more into brand endorsement, from one of the highest-paid athletes David Beckham promoting retail clothing giant H&M, to Daniel Craig as James Bond appearing in a Heineken beer ad. Celebrities have built- One of the strongest reasons for using a celebrity as a product endorsement is that it can link the product to the celebrity's skills. What's your favorite celeb ad? Oprah Winfrey has openly struggled with her weight for years, so her longtime pairing with Weight Watchers feels uniquely authentic. It has to create a lasting brand impression. While McConaughey began his career as a goofy hunk in films like  “Dazed and Confused” and “The Wedding Planner,” his evolution into a sophisticated actor in “Dallas Buyers Club” and “True Detective” allowed him to endorse more sophisticated brands like Lincoln, which, in turn, got mocked by Saturday Night Live. That ownership percentage converted to major cash (estimates put it close to $100 million) when Coca-Cola purchased the company for $4.1 billion. When a company wants to sell you something these days, it needs to do more than just show you the product. The most beautiful women in Hollywood have appeared in print ads, including Julia Roberts for Lancome, Halle Berry and Emma Stone for Revlon, and Drew Barrymore for CoverGirl. And these assessments do not show evidence that celebrity endorsement specifically contributed to achieving campaign results. There has been a lot of studies which have focused on the celebrity endorsement of Oprah Winfrey for Obama in the Presidential elections of 2008 (O’ Regan, 2012; Pease & Brewer 2008; Garthwaite and Moore, 2008) and if we take that example and apply it here, then according to balance theory if an individual likes Oprah Winfrey (P+O) and Oprah endorsed Obama for the elections, then the balance … [Figure][1] Celebrity endorsement in advertising is grounded in a common marketing assumption: Corporations have realized for some time that celebrity endorsers can enhance advertisement credibility and liking as well as brand image, awareness, and purchase behavior. The most sincere celebrity endorsements happen when the celebrity actually uses the product. More importantly, Jordan’s affiliation with Nike launched his own spin-off brand, Jordan Brand, which until recently was the #2 best-selling sneaker company in America. 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