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Celebrity Endorsement

Celebrity Endorsements

The importance of Celebrity Endorsements?
The most important aspect of celebrity endorsement has been finding the right synergy between celebrity and product. It's about selecting a spokesperson whose characteristics are congruent with the brand image. It is insufficient simply to add a well known face to a food label and trust that there will be enough devotees of that celebrity to generate sales. The consumer does not buy premium priced products more than once on that basis, and so unacceptable quality cannot be masked by a celebrity presentation. There's one fact that advertisers need to keep in mind when using celebrity endorsements—never let the celebrity become your brand. If so, you'll run the risk of killing the brand no sooner has the hype and hoopla around the celebrity faded. It's also important to be clear about why a brand should use a celebrity. Is it to boost sales or to boost image? Or is it just to keep the brand alive? If it's to......


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Approximate Word Count: 3017
Approximate Pages: 13 (250 words per double-spaced page)

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