The Face Of Marketing-- How Celebrities Affect The Way We Shop

By Author: Melanie Rivers
Total Articles: 223
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Competition for consumer dollars has always been the motivation for constantly searching for the perfect marketing strategy. This has prompted some rather radical approaches to getting attention in an attempt to make a company's product a household staple. Word of mouth or depending on friends and family to recommend foods, cosmetics and brands of apparel is another form of marketing that began long before radio or television advertising- but it is still the basis for all marketing no matter how technology evolves. This is one of the reasons that celebrity marketing is now becoming a very effective method to promote or launch a product. In a way, the people that we are familiar with in movies or television series have in many ways become a surrogate family member or friend.

People are familiar with either a character or over the years we watch these people start out as a child actor and then follow them throughout their careers- so we come to trust them as well. This trust is the reason that satellite media tours have become a staple of the marketing world. Take Queen Latfia for instance- she has played many different ...
... characters over the years- all loveable, smart, and caring. When she speaks, people tend to listen and trust her word. Therefore, when there is a product that she talks about then most consumers will want to at least try that product based on their familiarity and trust in her.

Marketing managers also have to be careful because this type of entertainment marketing can backfire if they have a celebrity signed for a radio media tour and then in the interim that celebrity may break the law or have a very public fight with their ex-spouse that culminates into a drunken tirade. The court of public opinion can be much swifter at convicting people of uncivilized or sensational behavior.

Like and trust are important human emotions, and ones that we often confuse with each other. People will trust until we are proven differently. A celebrity's good reputation and likeable personality is enough to persuade their fans to try a product. Whether a manufacturer is promoting a changed formula, a new philosophy, or a completely new product, a liked and trusted celebrity is just the person to recommend it to the market. A familiar face that we see every day on television and a voice that we hear over the radio paired with a product is a winning combination for sales!
Written by Melanie Rivers. Make use of celebrity marketing and entertainment marketing to increase your visibility in the marketplace by using proper media placement, satellite media tours, and radio media tours.