Advertisements are mainly made to persuade people to buy a particular product .They adopt different ways to make people buy a particular product. One of those is celebrity endorsement. Celebrity endorsement is a kind of advertising campaign used by brands or companies which includes celebrities or popular person and use their popularity or fame to promote their product. A celebrity’s fame turns out to be an important factor for a person to select that particular product.
Consumers can be influenced by celebrity endorsement. It is the love and trust towards the celebrity that attract people more than the quality of the product. They trust the product as that of the celebrity who supported that product. Therefore, it is very important to ensure that the celebrity endorser to very attractive and trustworthy. Advertisements of kitchen treasures and M C R dhotis and shirts are the examples of celebrity endorsement.
Celebrities can have three types of involvement with the branding of a product these are mono-branding, co-branding, and non- celebrity branded products. Mono –branding refers to when a product carries only the name of the celebrity and the manufacturer does not directly associate with the product.co-branded celebrity products refers to the equity alliance between two brands, to develop, manufacture, and market a product. Non-celebrity branded products are not branded with the manufacturer or the celebrity’s name.
Some of the negative effects of celebrity endorsement are; sometimes the celebrity in an advertisement overlook the product being advertised by occupying more time or space than the product being advertised and also consumer’s view of the product may also change according to the changes in the celebrity’s image.
Advantages of celebrity endorsement are people will easily recognize the brand and associate with celebrity and it build strong brand awareness. It also brings more consumers especially, the followers of that celebrity.
Even though celebrity endorsement remains valuable and attractive for marketers, it will be only until we see another style campaign.
Image Credit : Pepsi