Celebrities help marketing companies’ products in a variety of ways. For example, celebrities increase the likelihood that an ad will be remembered by consumers. They also may bolster consumer confidence and inspire consumers to purchase the product. However, marketers must carefully consider whether using a celebrity is right for their company and product.
Celebrity endorsements are most effective when the celebrity is well known to the target audience. In addition, the celebrity must have a positive image that is consistent with the brand’s image. Celebrities are often used in television advertisements, magazine posters and radio commercials. They can also be found on social media websites such as Facebook and Twitter.
The ad campaign should highlight the celebrity’s role in the product and how it fits into their lifestyle. Using celebrities with similar lifestyles can make the advertisement seem more authentic to the viewer. For instance, using a sports star for athletic shoes or apparel might encourage viewers to also participate in the sport. Celebrities can be used to market both existing and unfamiliar brands.
Using local celebrities in advertising may help small businesses gain new consumers. For example, a celebrity may appear in ads for a local soap manufacturer that is trying to compete with larger national companies. In addition, local celebrities can help a brand gain credibility and popularity in a particular region. A celebrity can even revive a failing product by generating excitement and interest in consumers.