Sunday, August 1, 2010

Celebrity Endorsed Product

Do you know that there are growing trend of products which use celebrity endorsement as a form of attraction to greater appeal them for the eyes of consumer? There are few I cite as example such as mamee instant noodle that endorsed by a well known local celebrity

and I believe no stranger to anyone, fitness centre uses celebrity as their ambassador.

The growing trend of product using celebrity endorsement clearly shows that conventional method of advertising cum marketing which purely focus mainly around the idea of distribution product knowledge alone without any combined explicit and attractive image, begin to lose its effectiveness as its no longer economically viable and sustainable in the long run for any consumer product oriented business because every minute waste without effective profit making would adversely open rooms for more competitors to breach into your target market segment hence shrink your dominance portion within the market share pie chart.

Therefore the best way to attract consumer's attention to focus on certain new product launch, is by way of celebrity endorsement.

Businesses begin to opt for the celebrity endorsement idea clearly for this obvious reason. Reverse pyschology. By applying the reverse psychology , marketers able to turn the celebrity's fame into good account by asking, "your favourite celebrity likes it why can't you?"

Better yet, marketer will pose this question into your mind, " If you wear Calvin Klein today, yours will look as big as Mark Wahlberg!" How not to believe it's true right?

Beside that, the optimum benefit of employing celebrity as endorsement or ambassador could ensure that the brand would continue stay relevant and active in the mind of consumer. The outcome would promise greater brand awareness and greater greater profit making.

Once you get a celebrity endorse your product, consequentially the product would associate with the celebrity. It promise the effect of whenever you think of that particular celebrity, you would think of the brand. So you would buy that respective brand and not the competitor's brand.

When you think of Simon Yam, you think of Canon camera and no other brand else.

That's the optimism and objective marketers propose to their client but question left unanswered is, is this true? Do this optimism always work?

To be frank, I personal pay little interest to celebrity endorsed products as they generally misrepresent the product.

which part of Chong Wei can best describe or promote anti-virus programme? He can't even destroy the virus name called Lin-Dan in Thomas Cup. Even if he does, is he a computer expert to start of with to endorse that Kaspersky is inherently good?

The answer would be no.

Moreover, can you trust a badminton player to endorse a ubat gigi if given the chance? I've never seen an advertisement of this nature yet and I would laugh if ever such is made. Buat lawak lo kalau happen.

However the only one celebrity endorsed product that has never fail to catch my attention is bust enlargement ads. Bust line awareness is something you can't miss. Even if it's not meant for you!

Now I would only think of Ong Ai Leng as the celebrity with big bust! instead of bust enhancement treatment. What a great way to send wrong message to the public.

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