Consumer recognition plays a big part in the advertising industry. In fact, the way to use the celebrity for advertising is not a new way. The American commercial industry has applied this industrial commerce since 1960. It has gone together with television development. This industry has become popular in marketing from Europe to Asia. There’s no market that doesn’t use the star. Thus, celebrities are closer than product, so consumers easily realize the fame of the star over the brand name.
Kids and some other people often realize the product not by the brand name but by the fame of the celebrity.
Therefore, the recognition of the star in the marketplace it the top position. International companies often do the research about the level of the star to figure out the consumer sympathy for the celebrity. Obviously, which star has the highest level would be chosen as the idol of the brand. Therefore, the holy face of Norah Jones can’t be compared to flirty Britney; even Brit didn’t get as many Grammies as Norah.
The realization element also includes local, area or city, and worldwide demand. That’s the reason why Pepsi only paid $10,000 for an Asian star in a commercial, while they paid 5.7 billion dollars for Britney. The star has to be international attraction idol.
To influence on the consumer enthusiasm straightly, the producers have to focus on the consumer target, and also, must do research based on sociology and statistics. However, nowadays, they can sound out by straight line to adjoin the consumer nearer, from their habits, the way they live and even the bad habits, especially in real time. They no longer have to use the interview or handwriting; those are old and slower.
In Advertising Today, Warren Berger said the Internet helps most of the companies penetrate the consumer life, even they can’t realize that. One of the biggest marketing companies is DoubleClick, they use the Internet to spy the consumer...