Of Celebrity Endorsement

CHAPTER ONE

INTRODUCTION TO THE STUDY

1.0 Introduction

There are many tools that we can used in order to execute the marketing strategy. In communication, we have printed media, broadcast media and online media. These three main communication tools has become the practice of entrepreneur nowadays to promote their own product. As we know, most of companies now days used advertisement as their main tools to promote their products. But, we can see that printed media have less audience compared to broadcast media and online media due to the development of technology. Online media might have the power to pull the consumer's attention toward the intended product. But, it might only attract the attention of the youngsters and advance people. Broadcast media might be the suitable and most effective media tools for the company or advertisers to advertise and promote their product as it reach all kind of consumer with all kind of ages.

In today's world of globalization, we are surrounded by hundreds and thousands advertisement that some of them might catch our attention and some might not. These advertisements come across us through many kinds of medium, sounds, images and voices. Those advertisements usually being advertise in printed material such as posters, pamphlet, flyer, banner, buntings. Through the broadcast media also we have radio and also television that advertise many kinds of products to catch our attention (Anjum, Dhanda, Nagra, & Friedmen, 2012).

What makes the advertising in television commercial looks more interesting and easily caught the consumer's attention are the people in the commercial. Celebrity endorsement has been used as a good marketing tactic in order to promote a company's brand or product since mid-nineteeth century when one of the Cadbury;s print ads used the face of Queen Victoria to promote their creamy and delicious chocolate. Same goes for Mariani Wine's ads where they used Pope Leo XII's image as endorsement (Esangbedo, 2011).

1.1 Background of the study

According to Natasha Gilani, one of the advertising medium which is television has been used by the people since it was introduced in 1993 at the New York World's Fair. What makes television become the favorite medium especially for advertisers to advertise the product is because television has the ability to reach all the intended or unintended audience in a mass. It is the most popular medium of disseminate information and idea to mass audience. Based on the marketing industry website in 2010, most of the advertisers nearly spent $59 billion on television advertising (Gilani).

In order to attract the consumer attention, advertisers placed a prominent people such as celebrity. Any brand and product can be endorsed