Summary

Summary Celebrity Endorsements/Influencer Marketing | Fundamentals of Marketing

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Course
Fundamentals of Marketing

Institution
University Of Exeter (UoEX)

Summary of Fundamentals of Marketing notes from The University of Exeter. Student gained a first class degree using these notes. Theory, case studies and extra notes included.

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Uploaded on September 7, 2023
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Written in 2019/2020
Type Summary

marketing
management
business
business studies

Institution
University of Exeter (UoEX)
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Course
Fundamentals of Marketing

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14th November
Celebrity Endorsements/Influencer Marketing

Consumers show greater recall of products when endorsement is used
The brain recognises celebrities similar to how it recognises people we actually know
Endorsed brands increase awareness, trust and familiarity
Consumers feel more sympathetic towards a brand if their products are promoted by
a celebrity they admire or relate to
Subconsciously, endorsed brands enable consumers to emulate the celebrity’s desired
traits or attract similar people into their lives. They will associate he celebrities’
success, beauty, athletic skill etc. with a particular product

How to measure the success of influencer marketing:
 Engagement
 Traffic/Clocks
 Reach
 Conversions
 Product Sales
 Audience Sentiment

Product Match-Up Model
Congruence between the personality of a celebrity endorser and that of the endorsed
product. It is essential for making an endorsement effective
- To build brand awareness and credibility
- Create product/brand equity
- Brand recall and recognition
- Improve advertising effectiveness
- Positive impact on consumers’ purchase intention
- Generate higher sales and returns
- Gain a differentiation advantage
- Change beliefs of consumers
- Generate positive attitude toward the brand

Co-Branding Model
Co-creating  Pay an endorser (who benefits financially) and they increase sales, so I
benefit financially
They also create my brand to be enforced in a positive way and helps their image to
benefit too

Problems:
Endorsers become saturated with different brand endorsements

Endorsement today?
The democratization (celebrity status is readily available now) of a celebrity, or the
idea that there has been a shift of emphasis from achievement-based fame to media-
driven renown
One no longer needs to achieve something or possess special talent to become
famous; appearing in the media and simply being famous is thought to be sufficient

Micro Influences – 500k or less
Niche markets with low cost
Engagement is the key driver here for brands and influencers
Macro Influencers – 500k – millions
Ranging from large niche segments to diverse audience bases

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