In today’s world, celebrity status is very important and stro

The third and potentially most damaging risk in using high-profile candidates is negative publicity received by an endorser. Some familiar cases include murder charges brought against O.J. Simpson, rape charges and a jail sentence against Mike Tyson and drug charges against Michael Irvin. Hertz, Pepsi, Kodak, Nike and Toyota all felt the consequences of the celebrities' actions. When a negative image of the celebrity is portrayed, a tarnished picture is also painted for the organization, making it difficult to gain consumer trust to buy the product.

Non-users are also an important target group for this marketing combination. Non-users are consumers that do not use the product and are not looking to use. This group is also effected by endorsement and advertising. With the combination of the accessibility of television ads and print ads, and the effectiveness of celebrity endorsement, the non-user cannot resist the urge to purchase the product involved. The Tiger Woods epidemic is an example. After Tiger Woods entered the scene, the golf world was turned upside down. Woods broke every rule and has redefined golf as a sport. Nike saw Woods and recognized him as an endorsement-advertising machine. They began a whole campaign that centered around the “generation x”, an audience that was never associated with golf before. Nike took the non-user target group, and persuaded them that golf is not just for old boring men by using a young vibrant star that they could relate to.

ngly recognized. Celebrities set the bar that average people strive to reach. They are respected by adults and act as role models to young people. An endorsement of a product by a celebrity is very influential on the public’s opinion of the product. The idea that the consumer thinks, “if he/she likes that product, then I should like that product” is what makes endorsement such a highly effective marketing-communication instrument.

When designing a marketing-communication strategy, many different variables need to be evaluated. There are many different combinations of

The Dissonance-Attribution hierarchy is typical for the combination of these instruments. Advertisement and endorsements begin with brand awareness. After brand awareness is achieved than the purchase will be made. Knowledge, attitude, and satisfaction follow purchase. Finally a repeat purchase is made. Brand awareness is the most important role in the consumer information process. Once Brand awareness is reached than the rest of the process will fall into place.

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