Topic 1st Group Gui Binh

8/3/2019 Topic 1st Group Gui Binh

http://slidepdf.com/reader/full/topic-1st-group-gui-binh 1/15

ADVANTAGES AND DISADVANTAGESOF USING CELEBRITIES

IN ADVERTISMENT

TOPIC OF THE FIRST GROUP CHTM17A



OVERVIEW OF ADVERTISING

1. Concept advertising?

2. What are the roles of advertising?

4. Advertising medias and Advertising methods

3. The main objectives of advertising



1. Concept of advertising

Advertising is the name given to the

process of commercial promotion

of goods and services in order to

increase its sales.

ADVERTISING



2. What are the roles of advertising?

Advertising helps manufacturers to create demand forproducts, increase purchasing power, improve market

share,etc

Advertising help customers to have the knowledge to

choose the best product which match their demands



3. The purposes of advertising

Profit: promoting commercial goods like

introducing new product, new film, new project,

etc

Public profit (non – profit): educate

and motivate the public about non-

commercial issues such as AIDS,

deforestation, family phanning



4. Advertising medias and Advertising methods

Advertising medias: Television, newspapers, wall

paitings, billboards, magazines, internet, posters,etc.

Advertising methods: exhibition (for example: handicraftexhibition..), public transport (for example: placing

adverts on the buses..), slogans, sponsorship, leaflets..and

celebrity endoserment



Promoting the brands through

celebrity images is a effective

communication solution which is

commonly used in marketing



1. What is celebrity?

Celebrity has two means: A famous person and renown or fame.

Example: Shakepear is a famous person because of his plays, he is

called celebrity

CELEBRITIES - USING CELEBRITIES IN ADVERTISING



CELEBRITY ENDORSEMENT

• Celebrity endorsement is a type of

advertising, in which a celebrity uses his or

her status in society to promote a product,service or charity.

• It can take several different forms, from a celebrity simply

appearing in advertisments for a product, service, of charity, to a

celebrity attending PR events, creating his or her own line of

products or services.



- improves product recognition and having an

automatic association of the company brand with

the values of the celebrity represents.

So a celebrity can enhance brand equity,contribute, freshen and add a new dimension for

a brand.

Advantages



Golf - sport of the rich

and Nike brand

Advantages

Tiger Woods' endorsement deal with Nike



- A famous personality can help Focusand retain consumer’s attention on

the advert, consummers’attitude

toward a brand can be changed of affected by celebrity

Advantages



- Influence comsumer’s purchase intention.

So It has save time for the consummer toreach to expected product. Especially in

the food, medicine, consumer

goods..Consummer believe the choice of celebrity

Advantages



- Celebrity is able to build brand

credibility in a short period of time

- make advertisement believable , make

the peple remember the advertising

Advantages



The disadvantage of using celebrityendoserment in advertising is expensive

cost.

Any thing has two hands

Disadvantages

Documents

Topic 1st Group Gui Binh