Celebrity endorsements appear to be a very prominent advertising tool in today’s marketing strategy. They help in making the product stand out by affecting the consumer’s pre purchase attitude. Their attitude towards the purchase is influenced by the celebrity endorsement factors; brand recognition and product evaluation. For the advertising group to choose the celebrities; the credibility, attractiveness and matchup are the main principles that are considered. Therefore, it is sought to determine the influence of celebrity endorsement on the consumer behavior. The star appeal however needs to be carefully blended intelligently and strategically to receive the benefits and make the brands strike. While the use of celebrity endorsers does not necessarily influence consumer brand loyalty celebrity, “endorsements are a powerful and useful tool that magnifies the effect of a campaign.” When a celebrity signs an endorsement deal with a product, an element of legitimacy is suddenly present in the company, simply because of the power of the name backing it up.
I have decided to create a pamphlet that would portray the different elements that would effect a consumer’s purchase decision. The colors chosen were deprived from the original advertisement found in SOHO. I have also decided to put their celebrity face Rhianna on the cover page which was another way of celebrity endorsement used to advert my pamphlet to the audience. I kept my pamphlet minimalistic and straightforward with the different elements that would express the concern being handled which is the major use of celebrity endorsement in our modern world.
