Global Journal of Medical Research, E: Gynecology and Obstetrics, Volume 23 Issue 3

Advertising and Sales Performance of Selected Companies in Mogadishu- Somalia Global Journal of Management and Business Research ( E ) XXIII Issue III Version I Year 2023 36 © 2023 Global Journals the pulling back of media advertising caused a loss of share or whether it was caused by the lack of production capacity to serve the growing market. However, any program of increased media advertising should be a part of your marketing and business strategies. Advertising may be done through various media like visual, audio and print media. Visual media may include television, bill boards, posters, prices with company product name and broachers’. Print media may include newspapers, brochures, stickers, magazines, business cards, new letters, and mobile vehicles. Audio media includes radios. Other tools of advertising may include; infomercials, sponsoring events, taking part in trade shows, celebrity advertising, email advertising , placing corporate logos and the side of boaster rockets and international space station, personal recommendations like; “bring a friend”, “sell it”, mobile phone adverts like multimedia messaging service picture, video messages advergamer, 2D bar- code and social network advertising (www.wikipedia, org/wiki, advertising). g) Celebrity Advertising and Sales Performance i. Celebrity Concept Celebrities are people who enjoy public recognition by a large share of a certain group of people. According to Friedman & Friedman (1979), the term celebrity refers to an individual who is known to the public (actor, sports figure, entertainer, etc.) for his or her achievements in areas other than that of the product class endorsed (Johansson & Sparredal, 2002). Celebrities act as spokes-people in advertising to promote products and services, which is referred to celebrity endorsement. McCracken (1989) defines celebrity endorser as “any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertise- ment” (Ericsson & Hakansson, 2005). Celebrities could be classified according to their work/performance area: entertainers (pop-stars, musicians, showmen, actors, models, etc.), sports figures, businesspersons or politicians. They could also be classified according to the level of their familiarity (local, national or international/global), and their demographics. Advertisers often use celebrities in advertising because of their famous attributes (beauty, talent, athleticism, power, etc.) that often represents the attractions desired for the brands they endorse. According to Ericsson & Hakansson (2005), the repeated association of a brand with a celebrity might ultimately lead consumers to think the brand possesses the attractive qualities that are similar to the celebrity’s. Furthermore, consumers may like the brand because they like the celebrity who endorses it. h) Reasons for using Celebrity Endorsers Scientific literature is abundant in discussions about the reasons for using celebrities in advertising. Belch & Belch (2001) state that the reasons why companies spend huge amounts of money to have celebrities appear in their ads and endorse their products is that celebrities have stopping power. They draw attention to advertising messages and enhance message recall. Celebrities help in recognition of brand names, create positive attitudes toward the brand and create a personality for the endorsed brand. Moreover, it is believed that celebrities could favourably influence consumers’ feelings, attitudes and purchase behaviour. The use of celebrities in advertising has been a popular practice for a number of years already and it remains (Banyt ė et al., 2011). There are researches indicating that advertisements featuring a celebrity constitute a proportion of about 20-25 percent of all ads (Brown, 2006; Shimp, 2007). According to Silvera and Austad (2004), the popularity of such kind of advertisement is determined by the opinion, that celebrity endorsement can result in more favourable advertisement ratings and product evaluations (Dean and Biswas, 2001) and can have a substantial positive impact on financial returns for the companies that use them (Erdogan, 1999). Among the most common reasons why companies use celebrities to endorse their products are those: increase attention, image polishing, and brand introduction, brand repositioning, etc. (Erdogan, 1999; Ericsson and Hakansson, 2005). One more solid reason for using the celebrities in advertising is the possibility to eliminate or reduce the effects of cultural interferences for companies performing in international, global markets. The selection of appropriate celebrity for advertisement is a complicated issue that attracted interest of many researchers at both academic and practical levels. The number of authors analysed reasons for using the celebrity endorsers in advertising (Johansson and Sparredal, 2002; Ericsson and Hakansson, 2005; Kulkarni and Gaulkar, 2005 the criteria and the models for selection of celebrities endorsement (Silvera & Austad, 2004; Shimp, 2007), and the risk of using the celebrity in advertising (Tandon and Mehrotra, 2005; Duncan, 2008.). Analysis of existing studies reveals a lack of clear conceptualization especially on the important aspects of selecting and using celebrity endorsers in advertising. With that in mind, studies that examine the complete multistage process of selecting celebrities in advertising are especially valuable (Banyt ė et al., 2011). Analysis of literature on celebrity endorsement allows managers and researchers to study the process of celebrity endorser selection from the company’s point of view. It makes sense knowing that it is a company who intends to get advantage and benefits from such a