Celebrity Endorsement with Pros and Cons

To Elif AKAGN ERGN, Assoc. Prof. Dr. Management Ali Furkan ERTEKN, 200732042

Abstract The study takes into account using celebrities in advertesing, advantages and disadvantages of celebrity endorsement. This issue focuses on three different brand topic with four different face of brand. Each topic has been selected from different markets and industries by taking into account comparability of with Turkey and international market. Each topic is examined consedering celebrity effectiveness in advertesing the brand, fit between celebrity and brand. Each selected brand topic involves comparasions between its national and local usages.Introduction Capital Magazine says according to resarches, using in advertesing reached to fifty percent in world advertesing market, this rate is seventy percent in turkey. I do not believe this rates, if this rates were true, two of three advertesing that we see on TV would involve a celebrity. Neverthless celebrity endorsment has a wide-spread usage in advertesing industry. This is not a new trend, celebrity endorsment is as old as advertesing history. The trade cards which involves a picture of the celebrity and product describtion are one of the first sample of celebrity endorsment. Also celebrity endorsment has been used for a long time by brand and firms in Turkey. Brands have taken advantage of celebrities so as to sell their products, introduce a new product of brand, create a good brand image in consumers mind, gain trust of consumers.

PepsiCo and Its Spokespersons Pepsi is one of the famous firms that using celebrity face in commercials. Pepsi used many famous public image as face of pepsico brand in United States of America and it is going on. They are not only famous in America but also famous in world. For instance, Micheal Jackson from 1984 to 1993, Britney Spears, Beyonce, Nicki Minaj etc. The last one of these is musical group One Direction. Pepsi uses this advertesing strategy in its all local markets with local celebrities, Asia, Austuralia, Europe countries, also Turkey. Burak zivit is the last face of Pepsico Turkey. I will compare and conrast the pros and cons of the advertesing stratgey of Pepsi in America and Turkey. While Pepsi choosing the celebrities in USA that will be face of its brand, it considers that chosen famous is currently popular, is loved by majority and symbolises relaibility for public. These criterias are valid for Turkey, too. We can accept that Pepsi is good at its advertesing in America. Pepsi is so successfull with using celebrities in advertesing that people wonder and guess who will be next face of Pepsi. It doesnt use celebrities not only in its commercials but also in the celebritys concerts, social responsibility campaigns, even the package of products. Pepsi has reached a great success with using one direction among teenagers in world. Even if it hasnt been published in Turkey, it has gained more interest in social media than advertesiment of Pepsi for Turkey. Pepsi coudnt create a steady famous image in Turkey. As well as Buark zivit, Pepsi worked with Seda Sayan, Kenan mirzalolu, Hlya Avar. These advertesiments lasted for short periodis and they were forgetten easily by public. I think Pepsi couldnt reach the public image it wanted with these celebrities.

H&M with David Beckham H&M, Swedish multinational retail-clothing company has relationship with David Beckham for a long time. David Beckhams relationship with H&M was that he had products own his own in H&M stores with a hugely successful bodywear range until this year. In 2015, H&M expands David Beckham collaboration and starts a new campaign. David chosed his favorite menswear from the Modern Essantial Colleciton of H&M. Also he modelled with these pieces for H&M. A comment for this campaign is that He doesn't make H&M clothing look good, he makes it look great." Especially in abroad famous people are the face of luxury fashion brands, for instance Emma Watson for Burberry, Brad Pitt for Chanel No:5, Scarlett Johansson for Dolce&Gabbana. If a brand use famous and prosperous person for a cheap product, it may not be beleiveble because public may consider that the celebrity wont prefer the cheap product. H&M is not a luxury brand, their products have a price under avarage. H&M succeed the hard one. David Beckham could catch his own style with H&Ms colleciton. People rely on his style. It provides relaibility for consumers. It is a successfull celebrity endorsment by all means.Mavi Jeans and Serenay Sarkaya The relationship between Serenay Sarkaya and Mavi Jeans for this year is smilar with the unity of David Beckham and H&M. For instance, as David Beckham, Serenay choosed pieces for Mavi Jeans and they have been presented with the name of The ones Serenay choosed. Serenay Sarkaya is am famous person whose style is reliable and role model for public especially for teenagers. Also Mavi Jeans appeals the youngs. This advertesing campaign have reached its aim and its successfull. Until now, Mavi jeans worked with many celebrities. Most of them were good. But it couldnt gain this success with them as it gained with Serenay Sarkaya. In the past, Adriana Lima was the face of Mavi Jeans for a while. Although Adriana Lima is more famous than Serenay in the world, t couldnt be as successfull as current advertesing campaign with Serenays. In the advertesiments of local markets, using Turkish celebrities is more effective than using foreign ones. For example once upon a time, DeFacto used Paris Hilton as a face of its brand with great expenses. Neverthless, Defacto couldnt have effect it wanted on consumers. This advertesiments didnt appeal to the consumers since its not credible. Many of consumers dont even remember this advertisement now. This can be a good example for usage of unproper celebrity for brand.Conclusion In conclusion, I can say that usage of celebrities on advertisement has a positive effect on consumers preferences in general but whether this effect is great or tiny is depends on absolutly the relationship of appropriate celebrity for the product. Using celebrities is highly costly for brands and as a result of the unappropriate celebrity failure, these is a little return for the big investment. While using celebrity is more benefical for big campaigns of brands, short-term advertesiments can be forgotten easily and quickly or the celebrity can shadow the brand so people remember not the brand but the celebrity. Instead of this, the same benefit can be supplied with little budgets and not famous brand faces. While choosing celebrity for local markets, multinational companies as the sample of Pepsi in the study should know the country well and also should survey about who is proper for the advertisement.