Celebrity Endorsement
I. What is celebrity endorsement?
Defining a 'Celebrity'
Celebrities are people who enjoy public recognition by a large share of a certain group of people. Whereas attributes like attractiveness, extraordinary lifestyle or special skills are just examples and specific common characteristics cannot be observed, it can be said that within a corresponding social group, celebrities generally differ from the social norm and enjoy a high degree of public awareness.
Celebrity endorsement is a form of brand or advertising campaign that involves a well known person using their fame to help promote a product or service. Manufacturers of perfumes and clothing are some of the most common business users of classic celebrity endorsement techniques, such as television ads and launch event appearances, in the marketing of their products.
Nowadays, it is very common to see popular people in TV commercials. Although it is an expensive way of promoting a brand, it is one of the most effective strategies in the market. In fact, there are many businesses that have been very successful with its use.
II. Impact of celebrity endorsements
1. Why use celebrity endorsements? • Instant Brand awareness and recall • Celebrity values define, and refresh the brand image • Celebrities add new dimensions to the brand image • Instant credibility or aspiration PR coverage • Lack of ideas • Convincing clients
2. Company needs to consider: • Celebrity’s fit with the brand image • Celebrity—Target audience match • Celebrity associated values • Costs of acquiring the celebrity • Celebrity—Product match • Celebrity controversy risk • Celebrity popularity • Celebrity availability • Celebrity physical attractiveness • Celebrity credibility • Celebrity prior endorsements • Whether celebrity is a brand user • Celebrity profession
3. Advantages of a
Defining a 'Celebrity'
Celebrities are people who enjoy public recognition by a large share of a certain group of people. Whereas attributes like attractiveness, extraordinary lifestyle or special skills are just examples and specific common characteristics cannot be observed, it can be said that within a corresponding social group, celebrities generally differ from the social norm and enjoy a high degree of public awareness.
Celebrity endorsement is a form of brand or advertising campaign that involves a well known person using their fame to help promote a product or service. Manufacturers of perfumes and clothing are some of the most common business users of classic celebrity endorsement techniques, such as television ads and launch event appearances, in the marketing of their products.
Nowadays, it is very common to see popular people in TV commercials. Although it is an expensive way of promoting a brand, it is one of the most effective strategies in the market. In fact, there are many businesses that have been very successful with its use.
II. Impact of celebrity endorsements
1. Why use celebrity endorsements? • Instant Brand awareness and recall • Celebrity values define, and refresh the brand image • Celebrities add new dimensions to the brand image • Instant credibility or aspiration PR coverage • Lack of ideas • Convincing clients
2. Company needs to consider: • Celebrity’s fit with the brand image • Celebrity—Target audience match • Celebrity associated values • Costs of acquiring the celebrity • Celebrity—Product match • Celebrity controversy risk • Celebrity popularity • Celebrity availability • Celebrity physical attractiveness • Celebrity credibility • Celebrity prior endorsements • Whether celebrity is a brand user • Celebrity profession
3. Advantages of a