| A customer’s buying behavior is hugely | | | | products. While advertising for Gillette, his taste for |
| influenced by famous people. Marketing experts, using | | | | hairstyles was considered and he was given a bald |
| associative learning principles, analyzes the lifestyle of | | | | look. When campaigning for Police his passion for |
| the celebrities to properly assign them to the brand | | | | fashion was portrayed all over and heavily jeweled |
| which depicts them perfectly. Their fashion sense, | | | | David Beckham was depicted. |
| appeal, awareness, fame and public image are | | | | If a celebrity isn’t comfortable with being |
| reviewed thoroughly to assign them the right charity | | | | pictured differently each time he or she can create a |
| work or product. Repetition, blocking, CS | | | | graphic image or logo of their own which can be used |
| pre-exposure, extinction, overshadowing, | | | | each time they advertise for a particular product. The |
| belongingness, and association set size are the | | | | logo can reflect the personality of the respective |
| principles on the basis of which analysis is done like | | | | celebrity, like the font can be stylish if the celebrity is |
| the famous Miss World Aishwarya Rai of India who | | | | fashion conscious like Jennifer Lopez who created a |
| has very beautiful eyes was chosen to campaign for | | | | logo of JLO, which is used to advertise perfume and |
| eye donation project. Some of the celebrities are | | | | even clothing line of her own. Another advantage in |
| known for their distinct voice. This concept led to the | | | | this approach is that the brand can still be appealing |
| voice-over method in advertising. Their voices merely | | | | to the crowds even after the celebrity has lost his or |
| attract customers when used in a commercial. | | | | her looks as they won’t require visual recognition |
| Today, nearly twenty percent of the advertising | | | | and aids in the long-term negotiations. The celebrity |
| industry utilizes celebrity endorsement. A celebrity is | | | | logo itself carries the style and attitude. |
| bound to endorse many products and brands over a | | | | Millions of dollars are being invested by marketers to |
| course of time. Each time a different image of the | | | | get the promotional support of super stars every |
| celebrity is being projected to the public. The | | | | year. Davie Brown Entertainment has an agency |
| company should keep in mind the previous identity | | | | completely devoted to the purpose of choosing a |
| and play accordingly. Projecting a different person | | | | celebrity for a product. They not only judge a |
| every time will sustain the interest of the customers, | | | | celebrity’s caliber to affect brand affinity and |
| but at the same time the two identities shouldn’t | | | | consumer’s taste but also design the |
| conflict with each other. The captain of England | | | | advertisements for the celebrities to feature in it. |
| soccer team David Beckham has endorsed many | | | | |