Sharukh Khan, Aiswarya Rai, Aggasi, Amitabh Bachan, Anna Kornikova, Saurav Ganguly ,Salman Khan& Rahul Dravid, Sachin Tendulkar, David Beckham, Michael Jordan, these names have drive symbols of the role of readers in advertising. Firms spend millions of dollars to sign up celebrities to endorse their products. Some favourite readers such as Michael Jordan earn as much as $40 million a year from endorsements alone. Endorsement contracts be now so lucrative that many professionals in sports and entertainment direct their careers to this end. In some sports, such as vestige and field events, winning at the Olympics has pretty much become a means to subsequent endorsement contracts.
Firms spend tout ensemble this money on endorsements because finding the right celebrity endorser for their products can pay tremendous dividends. For example, some brands such as Nikes Air Jordan have been built around the image of a star. Nike earned over $200 million from its Air Jordan Lines of dress and clothes in 1991 alone. Yet as the example of bloody shame suggests, celebrity endorsers cave a powerful means of communication a distinct image for a brand to orient segment as well as a base of problems for the advertizer. Other types of endorsers can be equally effective notwithstanding cost much less.
Celebrities impact on branding 5/1/03- Christine Schlecht-Page 1
Types of endorsers
An endorser is a person, character or fundamental law that speaks or appears in an ad in support of the advertiser or its claim. The terms endorser includes the terms spokesperson or model. The endorsement process is the identification, selection and use of endorsers to communicate with a target segment.
Endorsers can be grouped into three all-encompassing classes:
1. Experts.
2. Celebrities
3. Lay endorsers.
Each has special characteristics and roles in the communication process. We result first consider a definition of the three types of endorser and then describe their roles....If you want to get a full essay, order it on our website: Orderessay
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