SOCIAL EXPLORER
GNU Student Attitudes Concerning Celebrity Marketing By Kim Ji-Hee
C
elebrity Marketing seems to promote the celebrity rather than the actual product itself, so the brand name could be considered secondary in the eyes of the consumer, which in turn could be detrimental to a small or start-up company. If there were problems with the product, the celebrity’s image could suffer. Products can be wrapped in excessive packaging, which only serves as another advertising tool to attract buyers. Celebrity Marketing has both advantages and disadvantages, and nowadays the extent of it is mind-boggling. The questionnaire about Celebrity Marketing was given to GNU students during the winter vacation 2011. A total of 200 questionnaires were distributed for the survey, which was designed to present a summary of how students feel about the issue. Positive reactions were in the majority, but there were several negative and/or cautious reactions. The main cause of the negative reaction was that the use of the celebrity’s image makes the products expensive, even if the product quality itself is poor. That’s a unique take on the price of fame. On the other hand, the positive reaction was that if the quality is good, many people can be given an opportunity to use the product. Several students mentioned that as celebrities directly promote the products, we can feel a sense of closeness with them and besides, product reliability is growing through the use of the products. Other students showed more cautious reactions. A celebrity’s marketing can increase market awareness, but if the quality is poor, that can be very detrimental. And if celebrities were to donate their earnings, not to the benefit of themselves, but rather for the public benefit, that would be even better. The one thing that is certain is that you have to pay close attention to what you’re purchasing when you use a Celebrity Marketing product. The celebrity too can lose their good image and credibility. Take care, GNU student! When you respond to Celebrity Marketing, please do not purchase something in haste even though it’s being promoted by a celebrity you like!
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THE PIONEER MARCH 2012
Consumers can receive a reliable product. Celebrity Marketing generates a curiosity on the part of the consumer. Consumers can get a feeling of closeness with that particular celebrity, which creates a positive benefit from the promotion.
Positive Aspects From the Marketer’s Viewpoint
Celebrity Marketing seems to promote the celebrity rather than the actual product itself, so the brand name could be considered secondary in the eyes of the consumer, which in turn could be detrimental to a small or start-up company.
Negative Aspects