What is the role of celebrity endorsement in marketing communication Literature review

What is the role of honor endorsement in marketing communication - writings review ExampleThis paper presents a review of the literature followed by a critical analytic thinking and commentary on the role of celebrity endorsement in marketing communication plans and the extent to which celebrity endorsement come up has been able to attain the underlying goals of the business.The review of historical facts reveal that the people in the professions of art and culture, sports and public events have attained the status of celebrity by virtue of their performance that entertained the public and touched their hearts. It was during the start of the twentieth century that the status of celebrity of the well known figures in variant professional fields started to diffuse in the societies and influenced their livelihood. The business sector and the industries viewed this trend of celebrity collision on the society as useful opportunities that could positively impact the growth of their b usiness (Shimp andAndrews, 2013, p.47). The funnel approach in developing marketing communication plan by the companies took into consideration the various factors like awareness, interest, consideration, flavor and evaluation by the customers that influences the decision making for purchase of the products and go. The impact of the celebrity image and the fan spare-time activity aspect was identified to be a useful factor that could boost the marketing and selling of the products and services (Silvera and Austad, 2004, p.1515). The review of the literature reveals that from the time of 1970s to 1990s the economies in the Asia Pacific, South Asia, disintegrated Soviet Union started to sign up economic reforms that led to the process of globalization and the increase in international competition in the various sectors of business (Byrne, Whitehead and Breen, 2003, p.288). In order to take strategic measures for market penetration, sustenance of market pct and retention of custom ers, the business houses prepared