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Various Blue Chip companies in Nigeria, which operate in various fields such as manufacturing, telecom, banking, consumer services, run up with new concepts that would place them in front of their competitors. The Independent epoch (1960 to date) item has witnessed continuous influx of companies both locally and internationally into the marketplace, eager to compete in the Nigerian open market. An annual event to determine which companies products / services enjoyed most in the Nigerian market. Their performance was assessed by the profits that were published during the Annual General Meeting. Some who started the race at the start are still in violation of the gold price, while their counterparts have fallen along the way.

The competition to dominate the Nigerian market has grown harder with every year, and companies have used different marketing strategies "in and out of the box" in an attempt to steal the market. For example, regular use of campaigns by companies that attract customers to buy their products and ultimately win royal monetary rewards and a range of console prices, gaming / lottery, where juicy monetary packages are taken up by customers who attend and follow the prescribed instructions become redundant. These "exaggerated marketing strategies" have pushed some to face the direction of the celebrities (especially those in the entertainment circle) to invoke a Sales Reload needed to drive them far ahead of their competitors.

In the public eye, celebrities are seen as a rare unique breed of homosapiens who move with the aura of grandeur and have the golden touch that can transform the common to extraordinary within a split second in their respective chosen career. They have the power to keep their eyes riveting on them, igniting the star hit the syndrome on their fans. They easily clear up the excitement of the crowd, with some having the disadvantages much to the nerves' discomfort, to get a glimpse of them. This phenomenon is best described during live concerts performed by popular artists when the crowd enters a frenzy, with the children of course shouting their names (if they are boys) and shouting "I love you X", astonishing huge tears and sometimes passing out or almost passes out at the slightest physical contact with the stars or otherwise.

The posters of these great men and women who carry the financial wizards in their hands kiss and talk to their fans who have hung them in a corner of their rooms and dream endlessly about how well they could have been together, confirming their immortal love for them, adoring, idolizing them and thereby provoking the good Lord into jealousy. Of course, celebrities because of their popularity have the power to influence consumers to change loyalty to the approved trademarks and to make such ads linger in their memory databases. At a wider pedestal, celebrities such as James Earl Jones "CNN," Catherine Zeta Jones "Elizabeth Arden" and Pepsi, have been continuously using international top-ranked footballers and artists to promote their brand.

In Nigeria, the concept of using celebrities to market different brands at its lowest ebb before 2007. Advertising companies on the payroll of competing companies used adorable "unknown faces" to try to attract potential customers to buy the products being projected or to retain customer loyalty or initiate a cross section for the use of the displayed products, via electronic media (dominant television).

4 reasons why parties were used hard to promote brands back in the days

1. IGNORANS: Most advertising practitioners did not know the concept of using celebrities to promote the brands. They were hired to simply market, showcase their customers' products to viewers, as they did. They were not deeply involved in any marketing strategy to make brands from competing companies.

2. INDICATION: Some were rather indifferent, adopted a lackadaisical approach to the concept, because they believed that the use of celebrities had no impact on the quality of the ads produced, why bother to use them?

3. UNWILLING TO SPEND: Most customers were reluctant to pay the fees required to get involved with the celebrity's services to promote the brands in the ad (which was not so expensive compared to what is being downloaded today). Only a few agreed to search and possibly use celebrities like the now lost Universal Trust Bank (UTB ad: Chief Zebrudaya and Jagede of the New Masquerade TV series fame), Visine eye drops (Regina Askia), Morning Fresh (Bimbo Oloyede ), Panadol (Ovuleria, Akpena in the TV series of New Masquerade), New Elephant Blue detergent (Chief Zebrudaya, Samanja)

4. LOW COMPETITON: A handful of companies with competitors who produce brands in the same industry existed. In the 1980s, we basically had two known competing brands of products that were drawn from different spheres for example. detergent "Omo and Elephant Blue", Soaps "Lux and" Cussons Imperial Leather ", soft drinks" Coke and Pepsi ", Cars" Peugeot and Volkswagen ". On the other hand, some companies produced brands that went unmatched like Okin biscuits, Peak Milk, Maltina , Robb, Thermocool fridge / freezer.

The game has now changed with companies that are eagerly different from money to ensure that celebrities are effectively used to market their brands via the electronic media (still dominant TV) based on the large viewing base, and in some cases, print media is also used.


1.Omo detergent (Adesuwa Oyenokwe - TV presenter)

2.Chivita (Jide Kosoko-Nollywood actress)

3.Chi Exotic (Sunny Neji - Artiste)

4.Peak Milk (kanu Nwankwo-International football player)

5.Hollandia Milk (Ali Babedomic, Julius Agwomedic, Omotola Jalade Oak-Nollywood Actress, Bukky Wright-Nollywood / TV Actress)

6.Lux (Genevive Nnaji- Nollywood actress)

7.Amstel Malta (Dakore Egbuson-Nollywood Actress)

8.Onga (Kate Henshaw-Nuttal-Nollywood / TV Actress)

9.Robb (Julius Agahuwa International Footballer)

10.Harpic (Nkem Owoh-Nollywood actor, Bukky Wright-Nollywood / TV actress, Joke Silva-Nollywood / TV actress)

11.La Casera (Ikponwonsa Osakhiodua Radio Presenter)

12.Power Fist (Banj-Artiste)

13.Ok candy (Osita Iheme, Chinedu Ikedieze, both Nollywood actors)

14.Mimi Noodles (Bukky Ajayi - Nollywood / TV Actress)

15.Guinness (Tu Face Idibia-Artiste)

16. Zain (Bryan Okwara-Mr Nigeria)

17.Yoyo Bitters (Jide Kosoko- Nollywood actress)

18.Damatol (Desmond Elliot-Nollywood actor)

19.Lagos State Government on Tax Payment (Kate Henshaw-Nuttal, Bimbo Akintola, Funke Akindele, (All Nollywood / TV Actresses, Pastor Enoch Adeboye, General Redeem Christian Church of God Redeemer)

20.Malta Guinness (Basket Mouth-comedian)

21.Eat Salad (Banky W-Artiste)

22.Glo (RMD, Joseph Yobo, John Utaka, D & # 39; Banj, Ego, Madam Kofo, Sunny Neji, Funke Akindele, Basketmouth, Ramsey Nouah Jnr, Monalisa Chinda-Richards, Ini Edo and many more

It is a fact that some customers are aware that the mouth watering at home is paid safely in the celebrity's kitten, not moved by the advertisements who believe that more often than not the celebrities do not use these products at all and rather choose to use products from competing companies or those manufactured of companies in other countries that are not yet established here. No matter how much hype was made these days about their presence in the ads, they must not allow the products to automatically lower a "snail-safe seal" on the sale of the products. For one thing, it is German that the celebrity used must ideally fit the branded project, otherwise it is known as the "product battle". Therefore, factors such as physical appearance, charisma, credibility, acceptance, attractive sparks between celebrities and target consumers are fundamental and cannot be discarded aside not only to create interest for the customers of the product but also to take practical steps in purchasing it.

For example, the use of Nkem Owoh (man) in the Harpic ad was an incorrect match. As a norm in Nigeria, men do not clean toilets at home, as it is considered part of the woman's domestic duties. Therefore, the target audience for promoting any toilet products is "women". The use of the celebrity hinged on outstanding success played as a Nollywood star, consequently they thought his popularity would effectively promote the brand and boost sales tremendously. They must have realized that using him was a wrong move because women considered it a promotional propaganda to get them to buy the product. His step by step took on board the remarkable Bukky Wright, even though she followed her predecessor's formula ad. Women warmed up easily to her, and the stereotypical message became realistic and decided earlier doubts about the effectiveness of the product that had hoped in their minds before the celebrity change. Joke Silva has also taken over the brand recommendations from him, unfortunately with the monotonous ad. Imagine using a man for a diaper ad, or one that aims to promote a range of baby or cosmetic products! No matter how good-looking the man is, no matter how humorous the ad turns out, at best it would be translated into a well-packed split-page side view applauded by the women's people.

The influence Akin (Chinedu Ikedezie) and Pawpaw (Osita Iheme) made to promote "OK sweets" would not have been the same if an "adult watching" celebrity had taken a shot at it. Children regard the duo as "child stars" that they can relate to, but naive about their real ages or their inability to understand that they are "little men" with children as facial and physical characteristics that have lit up Hollywood's life fan. Children are happy to embrace the products that told their parents to buy the sweet candies.

"Etisalat", a telecom company that made its debut in the highly competitive Nigerian telecom market in 2008, faced the reality of fighting with the three major players "MTN", "ZAIN" and "GLO", but not during the assessment of the existence of others who may Give them a run for their money like Starcomms, Multi Links, Visa Phone, Reltel, Intercellular. To date, they had been aggressively marketing, with various ads reflected by unpopular faces promoting their brand through electronic and print media. A break could have been achieved to have been achieved when "Banky W", the sensational Rn B artist with "Ebutte-Metta" who made waves in the music front was used to promote the brand. His smooth, fluttering voice and the closing lyrics "080,0809ja for life" did the trick. The Nigerians greatly liked the song and in various parts heard children and adults hear out "0809ja for life song", which raised the Etisalat brand to higher heights.

Celebrities can be used to introduce a new brand, break the cycle of sales stagnation that kept the product bound so far, and dispel nose diving sales rumors as peddled by rivals. The use of celebrities sometimes has a devastating effect on sales where the celebrity supports a brand and is seen by the competitor or suffers from a large set of his profession. Whether the only purpose of using Nigerian celebrities in advertising to market the corporate brands, with the aim of achieving the predetermined forecasted sales results and even surpassing the same, is coded on the mysterious sales card that companies have held securely in their hands as Stays pursued by the principle "for our eyes only".