Celebrity Endorsements : A Technical Note

Abstract

In the era of contemporary marketing, marketers have been found to pursue various differentiated promotion strategies for their brands in order to get rid of the communication clutter. Of the various strategies pursued, it is the celebrity endorsement that is the oft-taken route for it imparts instant limelight to a brand. However, there are certain cons of this promotion strategy and the marketer needs to be wise enough in executing this strategy effectively. The present article talks of the importance of endorsements in modern marketing warfare and the ingredients that contribute to effective endorsements. A couple of brand endorsement models have been discussed along with the observed effects of endorsements. The article is meant to understand brand endorsements in a vivid and detailed way and is supposed to provide a certain direction when it comes to pursuing it as a marketing strategy

Keywords

• celebrity endorsements
• brand endorsements