Endorsement

From Nordan Symposia
Jump to navigationJump to search

Lighterstill.jpg

Endorsement.jpg

Definitions

  • 1: the act or process of endorsing
  • 2a : A signature on a negotiable instrument (such as a cheque), indicating a person's intent to underwrite the instrument
b : a provision added to an insurance contract altering its scope or application
  • 3: sanction, approval <went ahead without the endorsement of his boss>
  • 4: money earned from a product recommendation <made millions in salary and endorsements>

Description

Political endorsement is the action of publicly declaring one's personal or group's support of a candidate for elected office. In a multiparty system, where one considers that it does not have enough support to win power, just prior to the election, the official representative of that party may give an official endorsement for a party that they consider more likely to be a contender. In Australian electoral law electoral endorsement is a specific term and a candidate can only be endorsed by a registered party.

Advertisers have attempted to quantify and qualify the use of celebrities in their marketing campaigns by evaluating their awareness, appeal, and relevance to a brand's image and the celebrity's influence on consumer buying behavior.

Social media such as Twitter have become increasingly popular mediums for celebrities to endorse brands and influence purchasing behavior. According to Bloomberg News, social-media-ad spending is expected to reach a total of $4.8 billion at the end of 2012 and $9.8 billion by 2016. Advertising and marketing companies sponsor celebrities to tweet and influence thousands (sometimes millions) of their followers to buy brand products. For example, Ryan Seacrest gets paid to promote Ford products.[2] Companies that pay celebs to tweet for them subscribe to the Malcolm Gladwell theory of influence.[1]