Celebrities And Their Three Basic Elements In Advertising Techniques
In all advertising techniques, the use of celebrities ranks as number one
. Three basic qualifiers help the businesses to successfully carry out their purpose. These are Reliability, Appeal, and Competence.The Reliability is one that makes the consumers believe in the product promoted. The endorser therefore, must be reliable. His reliability as a person should be well established, otherwise, his reliability as a product endorser is dubious.
The reputation of the endorser is reviewed by the minds of the consumers. Many businesses choose celebrities who are credible and whose effect to the public is strongly established.
This is one crucial consideration in creating advertising techniques that they are effective in earning the trusts of the consumers.
Other proven fields to constitute reliability are experience and truthfulness. Figuratively they are interrelated.
From the beginning, it should clearly be established to the minds of viewers that the endorsers themselves have been using the product. And they speak from experience.
Additionally, they should be convincing to the public lest their truthfulness is at stake. Their image is one that is knowledgeable on his field, and such knowledge is free from bias or ulterior motives. There should be product association.
For example, if the product being promoted is a sports gear, putting someone who is an expert in a chosen sports will be effective compared to someone who is not.
The background of the endorser should be credible as to influence opinion, behavior and attitudes.
The process is known as internalization, in which the consumers internalizes and adopts the opinion of the reliable endorser.
If the reliability is strong, its impact becomes part of the belief systems of consumers, and which can be retained even when the endorsement stops.
To be more effective in their advertising techniques, the endorser should have an appeal which includes resemblance, acquaintanceship and pleasantness. At most, consumers are likely to associate similarities between the product and the endorser.
If the endorser has good experience in endorsement, his background may work well to his advantage. Of course, equally important are the characteristics and features that would make the product attractive or likeable to consumers.
One type of the product likeability is when the persuasion is accomplished through recognition. Unlike the internalization, the consumers do not integrate the values or opinions into his belief systems.
In contrast, the attractiveness of the product is dependent upon the likeability of the endorser and the existence of his endorsements.
The competence is likened to power. If the endorser is very compelling or has strong competence to move consumers to respond in a positive manner, his competence can be translated into profits.
There are however instances when the reputation and production sales are dependent upon the celebrities.
Some consumers may only patronize products because they are promoted by a very popular celebrity that his remembrance is well retained than the product he is endorsing for.
On the other hand, if the advertising techniques worked well after the campaign, it may be harder to look for a substitute as effective as its previous.
by: Charles Godbout