These urban cool. Whether they admit it or

These days, pop-up ads and commercials are so frequent and
becoming more ubiquitous than ever. People are exposed to ads
on the radio they listen to when driving, in the newspaper in the morning, on “News
Feed” when they surf Facebook, and everywhere in between. With today’s highly focused advertising demands, many advertisers
are using every opportunity to get their products and services noticed.
Launching a celebrity-based campaign is not a new idea in marketing. In fact,
it is a best way for a brand to reach a targeted audience and a strategy that
highly influences the customer purchase decisions in the future. It is a form
of advertising campaign which involves a celebrity using his/her fame to help
promote a product or service. This famous person might be an actor, musician,
athlete, singer, or a politician who is familiar to the target audience. One of
the most successful celebrity-based campaigns is Michael Jordan for Nike. The
famous basketball player, Michael Jordan, has endorsed Nike brand running shoes
since 1985. His work with Nike turned him into a multinational icon and
the Air Jordan’s “Jumpman” logo became the heart of urban cool.

Whether
they admit it or not, people make judgements and form opinions about others
every day. The halo effect theory describes the way people look at others. It
is a cognitive bias in which our overall impression of someone in one area
influences how we view that person’s character. Essentially, a person’s
positive physical attractiveness and qualities might be a good person. For
example, people tend to view attractive individuals as more knowledgeable and
intelligent. Another common example is that people who are skilled in analytics
are assumed to have other similar qualities and skills such as critical
thinking or communication.

Endorsements
are most effective when there is a potential synergy between the advertiser and
its product and the celebrity. Using a celebrity in advertising is more likely
to positively affect consumers’ brand attitudes and opinions. This theory
contends that an endorser who has an equivalent inspiration and connection with
the product is going to be able to connect better with consumers. By focusing
on the familiarity between the celebrity and consumers, advertisers hope that consumers
will trust and relate to them, and thus absorb the message they are sending. Normally,
consumers may have the attitude, “If a celebrity used that product, it must be good
enough to use.” When people see a familiar
face in the ads, they assume that it must be a high-quality product because
that is endorsed by a celebrity they trust. By having a celebrity that
people do not see as different than themselves, consumers are more likely to
trust him/her more because they feel that they have something in common with
them. It is a result of halo effect. What
the advertisers hope the consumers take away from the message is that the
endorser is someone like them, and if the product works for the endorser, then
it should work for them as well.

The brand will
seem more trustworthy and reliable when the celebrity was to endorse. As a result,
people will associate more with the brand. For example, the Jordan’s signature shoe
is connected to his talent, desire, and spirit. Jordan sneakers make people
feel special. Since Jordan Brand aims to capitalize on past success, people
feel like when they put the sneakers on, they are a part of history. It’s
history that they can wear on their feet, and no other footwear has been able
to do that. It is Jordan’s talent level that makes him a worldwide icon. This
talent alone sells a product. People might well like the brand because they
like Michael Jordan. But under that there is still a deeper emotional
connection: Jordan is the greatest basketball player of all time, so maybe Nike’s
Air Jordan Brand is the greatest brand too. Jordan is a global icon, and by
buying the product he endorses consumers feel that they can come that much
closer to their hero. In short, launching a celebrity-based campaign is one of
the fastest and easiest ways for advertisers to develop brand loyalty.  

Another
communication situation that would help explain the history is the psychology
of social media. To be more specific, why we like, comment, and share online?