Celebrity Endorsements for Marketing

An indispensable business essential is marketing and promotions. Even if one’s business is capable of giving superior quality services to its clients or customers, it unfortunately still faces the risk of extinction, given the very competitive nature of the modern-day arena. The food manufacturing industry, for example, is composed of players left and right, targeting the same market sectors and often times selling almost identical products and services. Business giants in the Philippines consider the need to be known in the market amidst the plethora of options available for the consumers. They achieve this through proper positioning and branding. Branding does not only include coming up with a trademark name for the products. It involves certain marketing strategies such as going through traditional and non traditional advertising. The traditional advertising includes the television, radio, and the newspaper; the non traditional, on the other hand, includes billboards, flyers, banners, and the internet.

Some advertisements can do well with just words and a little visual effect; but proven more effective is a common form, which is celebrity endorsement. It is through this advertising format that companies communicate to the public, in a relatively entertaining manner, their brand promises and the lifestyles they promote. Most local Philippine stars, including movies and sports personalities, are given endorsement projects ranging from popular clothing brands to pharmaceuticals. Celebrities have indeed given local businesses their much-needed popularity and in some cases, exposure. Local advertisements can be very creative in their plots, usually involving day-to-day stories, user testimonials, and even music videos featuring the celebrity endorser.