IndexTheoretical frameworkCurrent practice: Thai AirAsiaConclusionThe purchase of CMU students on the airline Thai AirAsia depends on the use of celebrities in advertising which creates attractiveness, credibility , good reputation and motivation about a brand or products for them. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original EssayTheoretical FrameworkAdvertising TheoryAdvertising is a means paid to be announced by a sponsor to attract the attention of viewers to become interested in ideas, products, or services. Most advertisements require the advertiser, the sponsor, to support them by paying to create an advertisement, purchasing advertising space, and monitoring advertising efforts. It is also a one-way communication that leads viewers to know about the products or information conveyed in the advertisement. However, advertising can be briefly grouped into five groups. The mediation of reality. Advertising is an intermediary that convinces recipients to define enjoyment since it is the way viewers can repeat and spend time of excitement. Shifting Loyalty. It can change and shape the mind of the viewer due to the hidden power of the advertisement message about a particular product or brand. The magic of meaning. The meaning of the message or products is used to instill through advertising. Shape the minds of the viewers after they perceive and they will create their new belief in purchasing. The hidden message. Viewers can be manipulated and misunderstood in reality by advertising as they use psychology to create the hidden message and convince viewers that they can change their thinking and purchasing behavior. Therefore, viewers may be able to believe what is set in the advertisement. Imitative desire. The advertisement also creates the possessive desire in viewers to want or be something they desire since their role model is powerful, respectful, and good-looking. .Celebrity Endorsement TheoryCredibility is the positive characteristic that creates consumer acceptance through the message Trustworthiness: the ability to be seen as honest or truthful Consumers' trustworthiness and attitude towards the brand automatically increase when they they like the endorsement because they appreciate seeing the endorser as their role model. Expertise: A high level of knowledge or skill. Used to create affirmation in viewers because it shows how professional the endorser is, which creates credibility and consumer credibility. Consumers usually have a positive stereotype about attractive people, so the attractive endorser might have a better impact on consumer purchases than the unattractive endorser. Similarity: The state in which both particular things are nearly identical. Consumers can identify and be influenced more easily when they and the advocate have similar interests and lifestyles. Familiarity: Relaxed friendliness or intimacy between people A positive characteristic used to create liking in the promoter.Liking: A feeling of esteem or affection. When consumers like the testimonial presented in the advertisement, they will automatically like the brand or product as well. Attractiveness: The quality of being pleasant or attractive to the senses. The endorser establishes one's attractive appearance or ability that attracts consumers. It may be less important when the testimonial comes with the brand or product. Miciak and Shaklin define what the FREDD Principle isthe attribution in which the testimonial presented in the advertisement should have Familiarity The testimonial should be recognisable, likable and lovable. Relevance. The endorser's lifestyle should be relevant to the product to build credibility with consumers. The successful life of the testimonial can be considered a high esteem that creates credibility among consumers. Differentiation. The distinction creates an identity that consumers can easily remember. Bearing. The testimonial's behavior creates credibility and reputation that affects the brand or product in which it is presented. Purchase Decision Theory The purchase decision process explains the stages that consumers will go through before making the final decision. Need Recognition The first stage of any purchasing process. It occurs when consumers identify their needs or the products they want. Maslow's hierarchy of needs is also introduced because the need of people at a certain stage should be satisfied before moving to the next stage. Information Search Consumers search for information for their best choice to answer their desire or problem they have in the first stage. Evaluation Alternative This is also an important stage for consumers as they have to evaluate the alternative choices they have from the search. Influenced by consumers' attitude or experience, they will evaluate the feature, benefits or even brand that satisfies their need for more benefits. Purchase Consumers establish their choice and form the intention to purchase their preferred product or brand. Their intention can be interrupted by negative feedback or an unexpected situation that can change their intention. The latter purchasing behavior process will allow consumers to evaluate their satisfaction with the choice made, which can also influence their purchasing decision in the future. Current practice: Thai AirAsiaHistoryThai Airasia is a collaboration between the Malaysian low-cost airline and Thailand's Asia Aviation. They served domestic and international flights from Bangkok and other cities in Thailand. Thai Airasia's fleet consists of Airbus 320-200, Airbus 320neo and Airbus 321neo for a total of 58 aircraft headed to 48 destinations. In June 2016, Chief Executive Officer, Tassapol Bijleveld, said that Thai AirAsia will continuously grow and invest as planned, furthermore, our new 51 aircraft and existing ones will be available to serve 17 million passengers to various destinations. Thai AirAsia launched operations on February 4, 2004, which has the hub at Don Mueang International Airport and a secondary hub at Chaing Mai International Airport, Phuket International Airport, Krabi International Airport , U-Tapao International Airport and Hatyai International Airport. MarketingThai AirAsia has used celebrity endorsements for their marketing, such as Mum Jokmok, Pleumjit Thinkaow, Aed Carabao, Nadech Kugimiya. Thai AirAsia's latest brand ambassador is Nadech Kugimiya who Thai AirAsia CEO Tassapon Bidleveld said helps boost the airline's brand awareness. He also said that Mr Nadech has a friendly and trustworthy image recognized by Thais, especially in the hinterland. It also shares similar features with Thai AirAsia where it helps people keep us in their mind. Previous study “The effects of celebrity endorsement in advertising” written by Mwendwa Mildred Zipporah and Dr. Hellen K. Mberia in 2014 The purpose of the study was to identify the influence of the celebrity used on the audience who perceived the advertisement and.