Endorsement

Endorsement (alternatively spelt "indorsement") may refer to:

See also

Testimonial

In promotion and of advertising, a testimonial or show consists of a person's written or spoken statement extolling the virtue of a product. The term "testimonial" most commonly applies to the sales-pitches attributed to ordinary citizens, whereas the word "endorsement" usually applies to pitches by celebrities. Testimonials can be part of communal marketing.

Celebrity endorsements

Advertisers have attempted to quantify and qualify the use of celebrities in their marketing campaigns by evaluating the awareness generated, 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 to attempt to influence purchasing behavior. According to Bloomberg News, social-media-ad spending was 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 (an American broadcaster) gets paid to promote Ford products. Companies that pay celebs to tweet for them subscribe to the Malcolm Gladwell theory of influence.