Celebrity Endorsement

Original Text: Celebrity Endorsement

Businesses around the world pay out millions to celebrities each year to endorse their
products or brands in the wishful hope that their market share will increase with this
endorsement. But this is not an easy thing to do as studies undertaken by marketing
researchers show. To match the right celebrity with the right product requires careful
thought. Celebrity endorsement have both positive and negative affects on products. The
credibility of a product is very much dependent on the celebrities trustworthiness, their
perceived ability, and their appeal with the consumers. Also, if the celebrity’s image gets
tarnished in any way through a scandel then the products image may be tarnished also.
Shown by Tiger Woods recent marital woes. Celebrity endorsement is not a new thing –
what is new however is that a golfers problems in marriage can affect the profit’s of a multi
national company.

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Revised Text:

Businesses around the world pay out millions to celebrities each year to endorse their products or brands in the wishful hope that their market share will increase with this endorsement. But this increase is not an easy thing to accomplish, as studies undertaken by marketing researchers show.

To match the right celebrity with the right product requires careful thought. Celebrity endorsements have both positive and negative effects on products. The credibility of a product is very much dependent on the celebrities' trustworthiness, their perceived ability, and their appeal to the consumers. Also, if the celebrity’s image gets tarnished in any way through a scandal, the product's image may be tarnished also. This was shown by Tiger Woods' recent marital woes.

Celebrity endorsement is not a new thing. What is new, however, is that a golfer's problems in marriage can affect the profits of a multi-national company.

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