Because many consumers are interested in celebrity activities, they are more likely to notice your product when a famous person professes to like and use it. However, celebrity endorsements have potential disadvantages. Any problems associated with the personality could undo the benefits of the endorsement and associated advertising. Weigh the benefits and the risks carefully to make an informed decision.
There are a number of advantages to using celebrities in advertising, whether you are running print, Internet, radio or television commercials.
The key for small companies is making sure the local celebrity is relevant and has broad appeal. Popular celebrities often work best because they naturally generate lots of attention.
However, despite their following, celebrities are most effective if they promote products or services they are most likely to use. Influence Consumer Purchases The affinity consumers have for certain celebrities can greatly influence their purchases.
Consumers want the wavy hair of a local celebrity, for example. Build Awareness Celebrities in advertising build brand awareness, according to "Supermarket News," a publication covering the food distribution industry. And they build it much more quickly than traditional types of advertising.
Brand awareness measures the percentage of people who are familiar with a particular brand. Small businesses spend lots of money and time for exposure to incrementally increase brand awareness among consumers.
Position a Brand Some small companies use celebrities in advertising to position their brands.
For example, a small investment firm may use a well-respected and retired local disc jockey to market a retirement plan for people ages 50 and over. Attract New Users One challenge small companies face is finding new users for their products. Local celebrities in advertising appeal to customers as well as those who have never tried the brand.
The latter may be users of competitive brands. However, those who continually see the local celebrity in a commercial for a certain product may be convinced to try the product.
Breathe Life Into Failing Brand The use of a celebrity in an advertisement may also help to breathe life into a failing brand.
For example, a small soap manufacturer might think about dropping a brand or product, especially if production and overhead costs are leaving little or no profit.
However, the use of a celebrity to tout the benefits of the brand could help create new interest and excitement in consumers.Definition of celebrity advertising: Using a famous person's image to sell products or services by focusing on the person's money, popularity, or fame to promote the products or services.
If the famous person agrees to allow his or her. Jul 28, · In the U.S., the FTC tightened regulations on the use of celebrities in advertising to hold famous people accountable for misleading statements they make in ads. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today.
Can Brands Use Celebrities In Social Media Without Permission? Celebrity endorsements can do a lot for a brand.
But do famous people really stand by the products they endorse, or is it simply a case of cash for comment? why companies use celebrities to spruik their products; whether the advertising works; the issues surrounding whether celebrities use the products they endorse.
Payday. Companies aren't. celebrities who are used toendorse products are music artists, movie stars, and also famous athletes and monstermanfilm.com study was undertaken to assess the impact of celebrity advertising on the performance of new product of Globacom Nigeria Limited.
The campaign went on for 33 days and the Vine celebrities Arantza Fahnbulleh, Josiah Early, Jerry Perndrank, Edwin Sanchez, and Nik Keswani were recruited to vote for the top 10 most original and.