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 37 © 2023 Global Journals marketing technique. But the perception of target audience is also of critical importance. Only opinion of customers can provide the evidence, if the endeavours of the company allow reaching the expected results. We believe that findings of the empirical research, provided in this article, would serve as at least exploratory but useful insight into the perception of consumers about celebrity endorsement. Celebrity advertising is the use of a public figure’s likeness for the purpose of selling a product or service. Celebrity advertising can be accomplished through celebrity endorsements, whereby the celebrity consents for his or her likeness to be used in advertisements for a certain brand (Miciak & Shanklin, 1994). Celebrity advertising without the celebrity’s consent results in products that are referred to as “bootleg” merchandise or “knock-offs,” which feature the celebrity’s photo or likeness on a product Walker et al. (1992). Celebrity endorsements imply that the celebrity uses the product or service that he or she is endorsing, and prefers it above others of its kind. For this reason, brands will often target celebrities who appear to reflect whichever effects the advertisement is promising. For example, celebrities who are already fit are often approached to represent fitness and weight loss products, and stars that are known for their hair are approached to endorse certain brands of shampoo. In some cases, the celebrity might not even use the product or service at all. Celebrities who knowingly mislead the public in exchange for profit in this regard are often criticized for “selling out.” Because of this, many North American celebrities have opted to endorse products for advertisements that are only shown overseas, particularly in Japan (Kaikati, 1987). One of the most iconic examples of celebrity advertising is the George Foreman Grill. At one time best known for his championship boxing, George Foreman is perhaps better-known today for endorsing his eponymous grill, which claims to reduce fat in cooking. Like many products endorsed by celebrities, the George Foreman Grill was brought to the public’s attention through a series of repetitive TV commercials. In some cases, celebrity endorsements on TV exceed the length of a standard commercial; these ad spots are known as “infomercials” or “paid programming.” Some celebrities who have appeared in infomercials include: Victoria Principal for the Principal Secret, Daisy Fuentes for Winsor Pilates, and Chuck Norris for the Total Gym. Celebrity advertising via bootleg merchandise usually consists of the celebrity’s likeness, whether through an actual photo of the celebrity or a facsimile that reflects certain iconic aspects of the celebrity’s image (Miciak & Shanklin, 1994). For example, a product that is not endorsed by Elvis Presley’s estate but still bears an image of the singer’s signature hairstyle, pose, etc. would be considered bootleg merchandise. Restrictions prohibit bootleg merchandise from being sold in most major retail outlets; however, flea markets and discount stores have been known to carry such items. Despite well-publicized celebrity miscues such as O. J. Simpson’s arraignment on murder charges, Mike Tyson’s rape conviction, and Michael Jordan’s gambling debt, the use of celebrity endorsers continues unabated. Indeed, approximately 20 percent of all commercials use some type of celebrity endorsement (Radley, 1996) Recent highly visible examples include Candice Bergen for Sprint, Jerry Seinfeld for American Express, Michael Jordan for Nike, Cindy Crawford for Pepsi, and Grant Hill for Fila, Christie Brinkley for the Milk Council, and Ken Griffey, Jr for Nintendo (Bradley, 1996). Although endorsers can be used for a variety of purposes such as getting attention (Kaikati, 1987) and penetrating commercial clutter (Miciak & Shanklin, 1994), the high cost of endorsements suggests that marketers expect to get far more value from the endorsement than simply the use of a clever execution device designed to attract consumer attention. Despite the popularity of celebrity pitchmen (and women), many commercials using celebrity endorsers do not live up to advertisers’ expectations (Miciak & Shanklin, 1994). However, used appropriately, celebrity endorsers can serve a valuable role in developing brand equity and enhancing a brand’s competitive position. The purpose of this article is to identify how basic associative learning principles can be invoked to improve the use of celebrity endorsers. i) Billboard Advertising and Sales Performance Advertisers are indeed exploring many new avenues. Billboard advertising is being used in innovative ways: “Out-of-home advertising, long considered a backwater on Madison Ave., is getting tougher to ignore as it branches out beyond the old- fashioned billboard. New technologies are transforming out-of-home ads, a sector which includes roadside billboards, ads on buses and trains and now even coasters in bars. As advertisers find it harder to reach consumers through television and radio, the increasing array of out-of-home ads is looking more attractive (The Wall Street Journal, July 21, 2005). i. Billboard A billboard (archaically a "hoarding" in the UK) is a large outdoor advertising structure (a billing board), typically found in high traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers. Typically showing large, ostensibly witty slogans, and distinctive visuals, billboards are highly visible in the top designated market areas (Cavaliere, & Tassinari, 2001). Bulletins are the largest, most impactful standard-size billboards. Located primarily on major highways, expressways or principal arterials, they