Globally the advertisement sector is going through a enormous change. Companies are advertising everything from cars to candy. It is supported by O'Guin, Allen, and Semenik (2009) that producers and companies are leaving simply no corners unblemished to communicate regarding goods and companies. Advertising could be defined as a paid medium to pass around the information from the manufacturer to the consumer through media to be able to persuade those to use the services or products provided by the corporation (O'Guin, Allen and Semenik, 2009). Advertising and marketing is the major component of marketing strategy since the eighteenth century exactly where newspaper was your main medium (Tungate, 2007). However tendencies in marketing need to be powerful as per the demands and the changing lifestyles. As a result of recent advancement in the technologies, the common trends of advertising are using the diverse advertising sources. Just lately celebrity endorsement and support for the large events is now popular design of advertising, therefore this article aims to illustrate and discuss the new techniques in advertising recently and will focus mainly about sponsorship and celebrity recommendation. In order to provide a much better understanding regarding sponsorship and celebrity endorsement a brief example of PepsiCo will be mentioned. One of the popular trends of advertising is using the celebrity to endorse a particular product. Relating to Yeshin (2006) approximately 30 percent with the all the advertising campaigns use a movie star to sell their product. The principle goal in celebrity endorsement is making an advert in which a celebrity support a product or service, and these famous or popular people influence those that method excellent and the consumer should purchase it (Muller, 2011). The advertisements happen to be shot in a manner wherever it convinces the buyer to follow along with the celeb and buy the merchandise.
Employing celebrity pertaining to endorsing a particular product enhances the sale of a similar products because their presence in that particular advertising campaign assists in attracting and maintaining interest towards a certain product (Yeshin, 2006). Nevertheless celebrity certification can affect the sales of any particular item as well. According to Lea- Greenwood (2012) the revenue grow together with the growth and recognition of the celeb but the sales of a particular product can also be affected deficiently if the celeb does not reach global identification. Further, Lea- Greenwood (2012) explains the business must keep at heart while selecting a celebrity that their attributes match the item that the firm plans to endorse by using a celebrity. In addition , it has been recommended that one need to conduct effective explore before you choose a celebrity to endorse a certain brand and prefer a celebrity in whose image corresponds to the particular product that the firm plans to endorse (Yeshin, 2006). The other drawback of celebrity validation is that it is rather expensive so the companies which has a small finances or in whose product is new in market may not be in a position to afford this (Muller, 2012).
Another type of advertising techniques that is being widely used can be sponsorship. Yeshin (2006) explains that sponsorship has achieved significance recently as it is considered as a amateur way of conntacting the visitors and eases to provide the setting of a product. According to Fill (2002) sponsorship is basically a joint favorable organization arrangement with defined outcomes among several parties. In last 10 years there has been a 12% embrace Sponsorship internationally (Hackley, 2005). Previously sponsorship was regarded as a open public relation part since it backed the main stream advertising and it was quite a bit less clear because advertising (Hackley, 2010). There are various forms of support among which usually television support is growing each year. Mintel (2001) estimated that where television sponsorship was worth ВЈ183 million other styles of sponsorship...
References: 1 ) www.pepsico.co.uk