Celebrity Endorsement in China
Introduction
The history of celebrity endorsement of products can date back to the 1760s in the western countries. In the US, 25% of all advertising features a celebrity (Shimp, 2003), which is an increases from the late 1970s, when 17% of advertising featured celebrities (Howard, 1979). Because there is an increasing realization of the high costs and risks with celebrity branding, advertisers begin to quantify and qualify the use of celebrities by evaluating their effectiveness under different conditions.
Actually, celebrity endorsements are not just an American phenomenon. The percentage of television commercials worldwide featuring a celebrity has increased to 17% during the past decade (White, 20014). Researches indicate that celebrity endorsements occur in greater frequencies in some Asian countries including Japan, Korean and China (Choi, Lee, & Kim, 2005).
Celebrity endorsements in china
Even though most of the modern advertising and marketing for consumer goods in china has a short history of only 25-30 years, celebrity branding becomes prevalent in the country (ref 2).
China is an emerging market with many brands at its developing life-cycle targeting new markets and customers. So, strategy of targeting new customers has a huge impact on the nature of marketing communication. Some researches indicate that ads in developing markets focus on product attributes where a lot of consumption is still driven by the desire to acquire the biggest, brightest and most popular ( Ref 2). However, in a developing market with limited choices for many of the new product categories, brand awareness is also very important. A lot of researches have proven the effectiveness of using celebrity to enhance brand awareness. So, celebrity endorsements are somewhat powerful to drive new customers trying new things in emerging markets like China (Ogilvy, 2011).
ACEs in China: celebrity endorsements are commonplace in China with many of these featuring athlete celebrity
The history of celebrity endorsement of products can date back to the 1760s in the western countries. In the US, 25% of all advertising features a celebrity (Shimp, 2003), which is an increases from the late 1970s, when 17% of advertising featured celebrities (Howard, 1979). Because there is an increasing realization of the high costs and risks with celebrity branding, advertisers begin to quantify and qualify the use of celebrities by evaluating their effectiveness under different conditions.
Actually, celebrity endorsements are not just an American phenomenon. The percentage of television commercials worldwide featuring a celebrity has increased to 17% during the past decade (White, 20014). Researches indicate that celebrity endorsements occur in greater frequencies in some Asian countries including Japan, Korean and China (Choi, Lee, & Kim, 2005).
Celebrity endorsements in china
Even though most of the modern advertising and marketing for consumer goods in china has a short history of only 25-30 years, celebrity branding becomes prevalent in the country (ref 2).
China is an emerging market with many brands at its developing life-cycle targeting new markets and customers. So, strategy of targeting new customers has a huge impact on the nature of marketing communication. Some researches indicate that ads in developing markets focus on product attributes where a lot of consumption is still driven by the desire to acquire the biggest, brightest and most popular ( Ref 2). However, in a developing market with limited choices for many of the new product categories, brand awareness is also very important. A lot of researches have proven the effectiveness of using celebrity to enhance brand awareness. So, celebrity endorsements are somewhat powerful to drive new customers trying new things in emerging markets like China (Ogilvy, 2011).
ACEs in China: celebrity endorsements are commonplace in China with many of these featuring athlete celebrity