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June 14, 2011
Celebrity Endorsements as Means of Promoting Schools: Can it Work?
Abstract Now-a-days it has become something not so uncommon to see celebrities endorsing products. and even people ± like during elections. educators. the conclusion was based mostly on the results of the interviews. Moreover. Since there has not yet been much previous research regarding this subject in particular. Page 2 of 11 BONGO ROMAN . but rather by the school itself. environmental awareness programs. The proponents concluded that celebrity endorsements for the promotion of schools are not effective since more of the interviewees²two out of three of the group representatives. brands. In the study. and parents.do not believe that the quality of a school can be proven by a celebrity paid to endorse it. This research paper mainly aims at identifying whether or not promoting schools through celebrity endorsements is effective. certain schools have started to utilize this form of advertisement too. interviews were conducted with a representative from three different groups: students.
ACLC College (AMA Computer Learning Center) who has Kris Bernal. Page 3 of 11 BONGO ROMAN . like if it appeals to the general public when one such advertisement is seen or if these types of endorsements help the school be recognized as an institution of quality learning. To name a few. and the main objective of such programs is to touch the audience¶s hearts and minds while creating an image of success and prosperity for them when they use the ³products´ which. Some colleges. The main objective of this research is to know whether this method of promotion or advertisement works for schools. would mean the school. universities. Bong Revilla. or institutions of today have employed celebrities to endorse their names. there is AMA Computer University who has Sarah Geronimo and Sen. and ABE International Business College with Rhian Ramos and Angel Locsin in two separate television commercials about the school. in the case of this research.Introduction Celebrity endorsements are another example of marketing communication programs.
refers to the physical attributes that differentiate men from women y brand ± a differentiated product that helps in identifying a product and making it stand out due to its name. color combination. or a mixture of all stated (S. universities or institutions± are evaluated by most people not through the popularity of their name among those who are popular but by the achievements or known outputs of the school like passing rates at board exams or current programs.com) Page 4 of 11 BONGO ROMAN y .Thesis Statement Celebrity endorsements used for promoting schools are not very effective because schools ±colleges. style. 1989) y gender ± common demographic variable. chillibreeze. 1979:63) y celebrity endorsement ± any individual with public recognition who uses this recognition for a product by appearing in an ad for it (McCracken. Definition of terms Celebrity . design. symbol.refers to an individual who is known to the public for his or her achievement in areas other than that of the product class endorsed (Friedman and Friedman. Katyal.
Meaning Transfer Model When the celebrity endorses a product/school in an ad. we have to keep in mind Page 5 of 11 BONGO ROMAN . persons and contexts that allow the product¶s meaning to be communicated in a visible. The task is to suggest a particular sense for a product and to make it less abstract by selecting objects. The meaning associated with the famous person moves from the endorser to the product or brand. concrete form through the advertising message (McCracken.Meaning Transfer In formulating any advertising campaign. The meaning is transferred from the product to the consumers. Figure 1. a party has to decide what. Then again. the audience forms associations. the consumer will also benefit. 1989). what meaning should be suggested in presenting it to a target market and how this meaning should be conveyed (See Figure 1). a product should say. for instance. A celebrity¶s preference for a brand gives out a persuasive message: because the celebrity is benefiting from the brand.
1990). if the celebrity were known for an image of the carefree. Kamins. Compatibility of a Celebrity to ³Brand´ Now. Page 6 of 11 BONGO ROMAN . This hypothesis puts forward that messages conveyed by celebrity image and the product message should be congruent for effective advertising (Forkan. Celebrities are used to show ³credibility´ to a brand± meaning the name of the school± hence there should be some kind of compatibility between the celebrity¶s image and the brand or school image. party-every-night personality then that celebrity would be better off endorsing alcoholic beverages or new clubs and bars rather than environmental reminders or recruitment programs for UNICEF. this may not always be advantageous for the brand. it is a known fact that products or brands being endorsed by celebrities are more easily remembered by the masses. This necessity is more likely termed in the advertising world as the Product Match-Up Hypothesis. 1980. no worries.that the µproduct¶ being endorsed here is a school and it may not be true that the celebrity is benefiting from the school in ways aside from being paid to appear in a television commercial about said school. For example. However.
Pros and Cons of the Celebrity Endorsement Strategy Although the use of celebrities in endorsements may have many perks. Table 1. Pros and Cons Potential Advantages Increased attention Potential Hazards Overshadow the brand Preventive Tactics Pre-testing and careful planning Image polishing Public controversy Buying insurance and putting provision clauses in contracts Brand introduction Image change and overexposure Explaining what their role and putting restrict endorsements other Brand repositioning Image change and brands for clause to is Examining what life-cycle stage loss of public Page 7 of 11 BONGO ROMAN . and ways that have been thought of to prevent the feared risk from actually occurring. risks. Table 1 was taken from the Journal of Marketing Management. 1999 and it summarizes these advantages. its possible adverse effects. there are of course.
recognition the in celebrity and is how long is this stage likely to Underpin campaigns global Expensive Selecting continue celebrities appropriate global who are for target audience. not because 'hot' they are all in market audiences Celebrities also help advertisements stand out from surrounding clutter. 1985). therefore improving communicative ability by cutting through excess noise in a Communication process (Sherman. Page 8 of 11 BONGO ROMAN .
a better way of choosing would have to be by doing research and looking through records of past performances. universities. Rumboa. Moreover. Page 9 of 11 BONGO ROMAN . According to Mr. Santos. Rumboa of the Lyceum of the Philippines. the gender of the celebrity is not really thought of as an important factor. schools with celebrity endorsers do offer quality education. As said by Mrs. but rather age because it denotes maturity.Discussion of Interviews: How people think of celebrity endorsements for schools From the interview with Jake Lawrence N. resource-person for professional interviewee. the use of celebrity endorsers for promoting colleges. or schools is just the same as the use of celebrity endorsers by political individuals or parties in campaigning during elections. However. a freshman student. Vivian Santos. and even then. it can be inferred that from the point of students. This simply shows that celebrities today. She says that the main premise of such methods of promotion is to use the popularity of the endorser to get more votes or students in the case of schools. are given high regard by their more youthful audience. according to the academic director of the Torch of Life Academy Mrs. ³when famous people endorse something. people expect that it is something meaningful and great´.
one cannot easily imagine that the celebrity has indeed benefitted from being in the school. the tie breaker for the results of the interviews is the opinion of the parent representative on celebrity endorsements for schools. Thus. She said that if schools were really as good as they are. all Page 10 of 11 BONGO ROMAN . To do this for a simple product like soap or for a brand like Nike is a lot simpler than for a school because the former are things that the celebrity can be assumed to actually be using or at least tried using and benefitted from. the focus or the purpose of the ad will be mostly to ³increase sales´ so to speak. Mrs. they wouldn¶t need to employ this kind of advertisement for publicity since their names will probably already be known to most of the people who would care to know. She added that the schools that do usually make use of celebrity endorsers are the ones with businessmen holding the reins. The opinions of the interviewee. mostly agree with the professional¶s view on the subject. there are certain parameters that need to be checked in order for a celebrity endorsement to benefit the object being endorsed like matching the endorser to what is being endorsed and so on and so forth. Bongo. Conclusion As was earlier mentioned. when it comes to a school. However. Aside from that.And so.
Thus. That alone makes the believability of the school¶s celebrity endorsement questionable. Page 11 of 11 BONGO ROMAN . the conclusion that celebrity endorsements as a means of promoting schools is not sufficiently effective.celebrity endorsements are paid endorsements. Lastly. more people believe that the quality of education a school can offer can be seen by the track record of the school and through the programs that it has to offer.
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