SIGNIFICANCE OF CELEBRITIES IN MEDIA ADVERTISEMENT A CASE STUDY OF YOYO BITTER AND NEWSPAPER ADVERT
1.0 Celebrities are good at facilitating the advertising techniques that business desire to implement.
They are efficient at connecting to the consumers.
They can reach out to the consumer in whatever manner the endorsers have strong impact in. Some experts call. It?s a power to connect with the consuming public
Celebrity advertisement, using a famous person?s image to sell product or services by focusing on the persons money, popularity or fame to promote the product or service.
To gain a commercial advantage over competitors in this world of brand name and every day products, advertisers exploit different techniques. Celebrities themselves are products of the mass media, they live through them and by them, so they form a rational target for advertisers.
The popularity of celebrity advertising is the advertisers certainly that the brand image will be built through the use of celebrities to achieve a high extent, celebrities to achieve a higher degree of attention and recall for consumers, which will eventually lead to higher sales.
Although the potential benefit of using celebrity advertising to promote brand images and products are significant, so are the costs and risks. The use of celebrity advertising has become a trend in creating a winning corporate image and is therefore used in the marketing phase.
Celebrities are innovators particularly when a product is being launched and for the diffusion or dissemination of information about items of fashion celebrities are innovator or earlier adopters.
Celebrities have wealth and high social status thrust upon them by accident of birth, in the royal family there is the practice of natural succession. The Queen of England and his descendants are celebrities. Similarly, Alaafin of Oyo and any of his successors or heirs are celebrities.
Celebrities are people who have the clout and charisma, the natural charm and aura of love that easily draw people towards them. Chief Obafemi Awolowo was a celebrity to most politicians of his generation. Chief Bola Ige had oratory power, command of the language both Yoruba and English and he won the respect or fellow lawyers.
Celebrities are the heroes and heroines of the ancient history or a tribe or ethnic group even when the story surrounding then are hard to believe and are rooted in mythology example Moremi, Lagelu Efunsetan Aniwura, Aare- ona- kakanfo- Lisabi, Ogedengbe, Mrs. Funmilayo Ransome- kuti, Bishop Ajayi crowther, Duro Ladipo, Sir Victor Uwaifo, Pastor Obadare oloolu masquerade.
Philanthropy, charity sympathy for the suffering of other have made some people instant celebrities-chief M. K. O. Abiola, the ford foundation, Bill & Belinda Gate foundation, chief Lamidi Adedibu, Brigadier Benjamin Adekunle.
Unusual competence in ones chosen vocation or profession can make a perfusions can make a person to be regarded as celebrity Pa Fatai Rolling Dollars, King Sunny Ade, Sir Sina Peters, Awillo lugumba, Bob Marley, Tai Solarin, late governor Kangiwa, Olabisi Ajala, Professor Peller.
Celebrities are great revivalists they can revive or bring back old tunes in a better way e.g Congo music by Awillo, they can revive old dance ?steps make them better ?Micheal Jackson-had brought back the old dance step of James Brown. Pastor Oyakihlome has revived the old Pentecostal style of preaching by Bishop Idahosa. Haruna Ishola has revived the old traditional Apala music of his father Sikiru Haruna Ishola.
Fashion icon or fashion divas are celebrities.
1.1 STATEMENT OF THE PROBLEM
A celebrity advertising has been defined as using a famous person image to sell products or services by focusing on the person?s money popularity or fame to promote the products or services.
If celebrities on media advertisement is not present or properly carried out, it will lead to poor performance, when message get muddled in her delivery or be in appropriate for your audience.
Bad image, no consumer shift, without proper planning brand can get lost in the fanfare.
The decision to secure a celebrity to represent brand must not be taken lightly, not only to consider how customers will perceive overall reputation.
There are lost of problems that may arise form decision to bring a big name celebrity to joint advertising team.
1.2 BRIEF HISTORY OF ABLLAT NIGERIA LIMITED
Abllat Nigeria Limited is an indigenous manufacturer of drugs from
The company began operation in 1989 as consulting centre where natural
medicines were used in the treatment of certain ailments.
The safety and evaluation of the product was conducted by the department
of pharmacology, University of Lagos on 10th December, 2003. It was recommended for consumption since its introduction into the Nigerian drug market.
It has received wide acceptance and usage by the general populace.
Yoyo cleanser Bitters is a botanic medicine in the class of bitters that was launched into the market in 2003 by the company.
In April 2010, the product was recognized by the Nigeria medical Association [NMA] as N M A golden jubilees official bitters.
In September 2010, Yoyo bitters was also awarded as the best herbal cleanser drug of the year by city people.
1.3 SIGNIFICANT OF THE RESEARCH
The research study will help to enhance the skill and knowledge of the researcher by enable him to gain new knowledge, experience on the background of the study and accelerate development through discovery of new idea, method and significance of celebrities in media advertising.
1.4 OBJECTIVE OF THE STUDY
i. To examine celebrities significance in media advertising.
ii. To review celebrities relationship with media advertising of the study.
iii. To examine and verity the environment celebrities in media advertising operates and to determine whether the celebrities in media advertising operates in a suitable environment.
iv. To cross ?check whether the system of celebrities in media advertising design are properly implemented.
1.5 RESEARCH HYPOTHESIS
In a determined effort to carry out the study effectively, the researcher formulate the following hypothesis.
Ho- Celebrities are not used for simulation and demonstration.
Hi- celebrities are used for simulation and demonstration.
Ho- celebrities are not early adopters. They are not good for product innovations, test marketing and market survey.
Hi- celebrities are early adopters- they are good for product innovations, test marketing and market survey.
1.6 SCOPE OF THE RESEARCH
Although, there is no organization where media advertising is not vital
Hence it is important that celebrities in media advertising should be properly maintained.
There should be proper decision to secure a celebrity in media, advertising
to present brand or to join advertising team.
1.7 METHODOLOGY AND SOURCES OF DATA
The method of date analysis used in this study is the percentage and ratio while the data relevant to the study are sourced through the administration of questionnaire and personal interview.
1.8 PLAN OF THE STUDY
The study is divided into five chapters, one contains introduction, objective of the study statement of problem, hypothesis scope of the study and the brief history of Abllat Nigeria Limited.
In chapter two we carried out the review of some work relevant to the study, in chapter three we also carried out the data presentation.
Also in chapter four we focused in data analysis and reporting, in the last chapter which is chapter five is covers, summary, conclusion and recommendation of the study.
1.9 DEFINITION OF OPERATIONAL TERMINOLOGIES
1. CONSUMER: According to R. A. I. Anyan- Wuocha (2011) is the ultimate buyer of the commodities produced by the manufacture or the producer.
2. CELEBRITY: According to the oxford Advanced Learners Dictionary is the state of being famous.
3. CELEBRITIES ADVERTISING: Simply means using a famous person image to sell products or services by focusing on the person?s money, popularity or fame to promote the products or services.
4. PRODUCTS: Can be regarded as out puts, that is the end result of a production process.
5. POPULATION: Refers to the total number of people living within a geographical area or country at a particular time.
6. ADVERTISING: The activity or producing information for promoting the sales of commercial products or services.