13 appears in an ad, where the source is defined basic person or organization
that has information to give to another person or specific group. Related to those definitions, it can be concluded that in general the
celebrity ads star is someone famous or known and using the extended it to help an enterprise to sell or change the image of a company, product, or
brand.
b. The Factors That Should Be Owned Celebrity As A Source
The use of celebrities in advertising involves the attractiveness and credibility that is unique Muly and Simon, 2008: 118.
1 The Appeal Appeal is a number of elements that are contained within the
celebrities that includes a number of characteristics which can be seen in the audience of supporters such as physical attractiveness, famous,
personality traits, lifestyle and social class. 2 The Credibility
Credibility is a belief in the value of skills and convince others about the product being promoted. Consists of knowledge, skills,
experience, honesty, and trustworthiness. 3 The utilization Function of celebrities
c. The Function of Celebrity using
According to Sumarwan, m. SC, 2009: 89 in promoting a product, a celebrity could serve to:
a. Give testimony b. Provide the impetus and reinforcement
14 c. To act as an actor in commercials
d. Act as a spokesperson for the company Considerations to note in the utilization of celebrities as endorser:
1 Matches Celebrities With Audiences For consumers, these celebrities could even become a role
model for them in building self-image.Whento buy or consume a product, consumers certainly have something or expectations of the
product. 2 Matches Celebrities With Brand
From the branding, endorser serves as a reflection of the personality of a brand. If a brand is associated as a brand of fun,
energetic, youthful and full of stamina, then the celebrities have to have all those attributes. Advertising executives demanded that the
celebrity image, values and behavior to suit the desired impression for the advertised brands.
3 Visibility or Popularity The higher the rating the popularity generated a celebrity then
became a popular and famous celebs in the community. According to the size of the US people who have the highest rating celebs became
the first choice in advertising the product.
d. Celebrity As a Source Supporting The Advertising Message
The message conveyed by an attractive source of gaining greater attention and easy to remember. Advertisers often use famous people as a
15 spokesman for its products, such as Dian Sastrowardoyo for lux SOAP
and Indra Bekti for sympathy cards. Famous people are more effective when they represent the main product attributes.
Kasali in 2008: 173 suggested by the results of research that an advertising Model in an attractive and popular trust can add products,
which in the end was able to force the target audience to purchase and an advertising model that is used should be in accordance with the
advertised product there are several types of the use of celebrities in the world of advertising, i.e. as in table 2.1 below.
16
Table 2.1 Use of Celebrity Types
TIPE DEFINISI
THE AD STARS Endorser
Celebrities use the name and appearance to endorse a
productservice. Farhan in the ad Suzuki
Thunder
Testimonial Celebrities give testimony
to the quality of the product, in accordance with personal
experience Top One Oil with
acknowledgment of the celebrities
Actor Celebrities showing a
character in advertising your productsservices
Indra Bekti ad in simpati and Telkomsel
Spokeperson Celebrity explains the
brandcompany over a certain period.
Dian Sastrowardoyo with Panasonic ads
Source : Schiffman dan Kanuk, Consumer Behavior, 7
th
Edition PrenticeHall,2008
Advertisers using celebrities as a spokesperson spokesperson of the products and services advertised because attributes her fame, like
beauty, talent,
power, sex
appeal, courageheart,
toughness eleganceflexibility and athleticism that usually make the products they
support to be irresistible. Terence a. Shimp, 2008: 456.
17
3. Brand Image
The brand image is everything that is associated with the memory of a particular brand. Brand image is formed in the minds of consumers, i.e. where
the consumer to capture and translate the signal-a signal sent by a brand through its products, which is based on physical characteristics or attributes of
the identity of the brand itself, such as a name, a symbol, and then sent the signal slogans and socialized to consumers through brand
communications program. The second dimension of the Brand image of the brand is based on the knowledge of the consumer is an image of a brand. The
brand image is considered as a type of association that arises in the minds of consumers when considering a particular brand. The Association
simply can appear in the form of a specific thought or image associated with a brand, just as when we think about other people. This association may be
based on the type of service, support, strength, uniqueness. The type of the Association include brand attributes, benefits and attitudes. An attribute
consists of product attributes, such as color and. Size as well as attributes that are not related to the product, such as
price, users and corporate image. Whereas the benefits include benefits of functionally symbolically benefits and benefits based on experience.
According to David Aaker brand is a name and or symbols that distinguish the nature such as a logo, seal, or packaging with the intention
of identifying the good or services of one seller or a group of vendor specific. Rangkuti, 2002: 36.
18 A brand is a name, term, sign, symbol or a combination of the seller of
the goods or services are important. Or it can be defined as a method to identify and distinguish the various products from competitors. Madura,
2001: 101 According to William j. Stanton brand is a name, term, symbol, or
design special or some combination of these elements that are designed to identify the goods or services offered by the seller. Rangkuti, 2002: 36.
While according to the ACT No. 15 Brands in 2001, article 1, paragraph 1, the brand is the sign in the form of pictures, names, words,
letters, numbers, colors, composition or a combination of these elements that have differences and used in the activities of trade in goods and
services. Fandi Tjiptono, 2005: 2. According to Sumarwan dkk 2009, brand image is the image
that is built into the subconscious of consumers through information and expectations that are expected through the product or service. A good brand
should: Unprotected well
Easier said Easy to remember
Easy to spot Pull
Showing the product benefits Accentuate the corporate image
