Utilization of Celebrity Endorsement for Company Promotion

Smart phones has emerged in market as a standard format for a mobile phone, currently smart phones have the fastest growing segment in telecommunication industry. Smartphone are not any more an exclusive device of early adopter. Streamlining versatile web and 3G portable correspondences has opened up unlimited probability for the advanced cell. The number of mobile phone users in the world will increase by 5 billion in the middle of this year, according to a study released by GSMA.

Over time, many different smartphone brands began to seem up with a range of innovations and quality provided by the mobile phone companies to induce attention from their client to shop for their products. However the famous smartphone brand names remain the target of smartphone lovers, particularly if the brand is already familiar within the market and worldwide. Smartphone brands should have benefits and drawbacks of the variety available. Diverse ways should be ready by the corporate to deal and shell competitors. Currently smartphone companies are promoting their brand aggressively by using strategic marketing and improved technology moreover by endorsing one amongst strategy that has additionally been with success done by some smartphone brand.

According to Burd advertising is a wide area it is one of the most significant decisions that marketers make. Burd (1959) Advertising is either in written or oral, which aims to sell something and get revenue. Jayasinghi & Ritson (2008) Marketing includes all major communication means which consist of: television, newspapers, radio, magazines, the Internet, social media, movies, and billboards which convey the message. Television is the most popular medium of advertising as it covers large number of consumers but at the same time it is very costly. Advertisement aims to generate awareness and to create attention among the target consumer. For this purpose companies use several of marketing techniques like celebrity endorsement.

Celebrity endorsement is one of these powerful tools by which advertisers try to leverage the by the image and identification of product or company. Celebrity endorsement not only makes the advertisement lively, attractive, interesting, but increase consumer attention. These celebrities impact consumer lives by creating an image has been in application from quite a while, advertisers acknowledged soon that by utilizing renowned personalities in an advertisements they will have an ability to improve brands identities, create brand awareness with that of the big name' it is essential to realize that not every celebrity turn out to be effective endorsers, subsequently this makes the choice procedure more difficult for advertiser. That is the motivation behind why promoting organizations go for a cautious screening of famous people in light of the fact that if any miniaturized scale angle may turn out badly during the time spent superstar choice, entire of the celebrity endorsement process involved commercial crusade may fall. Together these perspectives make a wide effect upon the shoppers, as the greater part of the customers lean toward those famous people who have high believability and reliability for them then again some like the individuals who are attractive and hold enchanting physical highlights, and some search for both of these perspectives. Marketers additionally center around finding a match between the big name's identity and item's characteristics. This coordinate likewise ends up being useful as a result of the likeness among celebrity and the item which targets consumer can undoubtedly make acknowledgment of the item in the client minds.

These days, numerous organizations burned through billions of dollars for every year on big name support to make the great or positive mindfulness their items and brands. Fundamental target of superstar support is to accomplish a great effect on mark picture.