Celebrity the endorsement or the selection of

Celebrity Marketing is a strategy where a
popular person is used to present the endorsement of a product. (“Celebrity
marketing”, n.d.). This popular person could be a sportsman, actor, singer,
professional cook or a cartoon character (“Celebrity marketing”, n.d.). Why do
brands use celebrities in marketing? Brands do this because celebrity
endorsement has become a vital part of marketing. Addition to this, the
advertisements in which famous faces are involved, usually get instant
attention and trust of public. “Nowadays,
1 in 5 UK
and US advertisements feature a celebrity in order to reinforce and enhance the
trustworthiness of their messages, making endorsement an essential global
marketing tool” (Rebrentseva, 2014). Currently, celebrity advertising is
performed through television commercials, magazines, social media, radio,
newspapers, etcetera. In the same way, an endorsement of manufactured goods by
celebrities has been making an impression on consumers and marketing in
positive and negative ways; however, there are also some aspects that should be
noted before the endorsement or the selection of celebrity.

The first paragraph
will shed some light on the benefits to use celebrities in marketing. First of
all, a product endorsed by a well-known personality builds brand’s fairness and
trust. “People are emotionally and
morally connected with their idols. Celebrities are no less than any idols for
them. In this highly populated world, every celebrity that you will come across
will have over a million fans, and thus getting the thumbs up from them should
bring a lot of success for your business. Now when these millions of people
will join your brand, your brand’s market value and reputation will
automatically improve in the shortest period of time” (Mello, 2014). Secondly, an advertisement which has been made by a
loved face or celebrity for a brand would help people to remember ads; as a
result, people can easily distinguish that advertised brand or product in other
available brand names in the market. Thirdly, millions of euros or dollars are
being spent by enterprises on celeb endorsements. Some giant brands are worth
billions in themselves like Coca-Cola, H, Nike, McDonald’s, L’Oreal,
Samsung, etcetera; for now it is obvious that consumers are disposed to purchasing
a product when they see a known face in the adverts and most of them also
believe it ought to be a superior quality because they observe some credentials
(Annoying, 2016). “Most fans would
believe that if their favorite stars think the product is favorable, then they
would most likely buy the product! At times, the brands can speak for itself if
they are big name brands anyway” (Annoying, 2016). Then, it makes the brand
stands out from competitors. Every brand in the market attempt to stand unique
or to show its matchlessness in the marketplace by practicing new promotional
strategies like commercials, discounts, exhibitions, but having an
unanticipated huge personality could be an excellent way to be noted. Last but
not the least, it magnetizes new costumers. Many time people who see the native
celebrity in an advert for a specific product might be persuaded to test the
product after some time.

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On the contrary,
there are also some demerits of using celebrities in marketing of manufactured
goods. To start with, when a celebrity starts getting less popular, then, the
figures of their fans would fall too. Thus, the marketing of his/her advertised
products acquires less recognition in the marketplace. After that, some
personalities are really huge, and the brand could be promptly outshined by the
fame of that person (Mello, 2014). If this occurs, devoting millions of euros
to such adverts begins to make no logic at all; several commercials even focus
on celebrities excessively, this means there is no brand remembrance (Mello,
2014). Significantly, celebrity endorsement is very expensive and there is no
assurance that it will bring rewards in trade. For this reason, companies must
think beforehand to hire any prominent figure because there would be no turning
back after spending too much money. Another point is that there is always some
skepticism from people about the product that the celebrity really uses the
product which he or she endorses (Scotto di Santolo, 2015).
Last of all, some brands do not make good earnings out of their adverts when
there is no such good matches between the celebrity and their product; for
example, if a fitness model endorses cement or an athlete endorses cigarette or
fast food.

There are some
facets that companies need to consider in celebrity endorsement. Above all, companies
will make sure that there must be a good match between the product and the
celebrity, and brand had better associate celebrity’s
personality as well. For example, “Porsche
has recently signed tennis player Maria Sharpova for her power and elegance
that she brings into the game. This same power and elegance is what describes a
Porsche as well. Thus, we can say that it was a perfect association” (Mello, 2014). Likewise, choosing a famous figure is advantageous
for brands, even so, the indispensable for companies will be to use that celebrity which has a good image in
public. Next, people prefer less purchasing a product which is advertised by
the celeb who endorses numerous brands or products. Thus, this can lead the
brand to the reduction of their effectiveness, so they must select the icon who
endorses not many brands. Subsequently, companies should hire personages on
contract basis because when the fame of personages decrease, then the count of
their followers also falls. Finally, they should focus more on their products rather
than celebrity itself during the advertising of their product or service.

conclusion, celebrities are frequently being used in marketing nowadays. Undoubtedly,
a famous personality fills glamorous in an advertisement which attracts buyers
of every age group, and it really does influence the purchasing behavior of
shoppers. However, advertising cost is the biggest issue for companies. In
short, practicing marketing or advertising through celebrities has its own
merits and demerits; nevertheless, it could save a dying brand or service.


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