An assessment of the effectiveness of celebrity endorsment for print advertisements / Norliza Hipeni

Marketers have recognized a great ability of celebrity endorsers in getting attention, influencing brand preference and stimulating purchase. Extensive use of celebrity endorsers reflects significant amount ofmoney and time spent and have forced marketers to make sure the endorsers chosen are worth every cent they spent. This study is about the matches between the product concerned (beauty, high-, low involvement
product) and a numbers of celebrities were analyzed which are Siti Nurhaliza and Mawi. And also this research is about the advertisements with the best and worse product- celebrities matches, respectively, are compared with advertisements with a picture of celebrities and advertisement without a celebrity. This result was found for the advertisement with the endorsements of celebrities who were found to match best with the products at hand. Therefore, suggest that the considerable amounts invested in celebrities endorsement could better be allocated to other advertisement ends.