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| What Celebrities Can Do For Your Products |
By:
Andrew Michaels |
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Why? Because their popularity is the key to make products easily known in the market. And not only that, their presence increase the firm’s value because these companies that are able to pay celebrity endorsers are assumed to be big ones or owned by person with millions of money.
Here are some of the reasons why companies use celebrities to endorse their products and services:
Attention-getter. Celebrities are popular that is why they can attract more attention to the advertisement than non-celebrities. The effectiveness of using a celebrity to endorse a firm’s product can generally be improved matching the image of the celebrity with the personality of the product and the actual or desired self-concept of the target market. For example, NBA superstars like Michael Jordan or Carter are leading Nike’s attempt to enhance its image and sales among young boys.
Role Model. Customers regard celebrities as role models that they will look up to. Also, consumers may identify or desire to emulate the celebrity. There is evidence that sponsorship advertising – a company being identified as a sponsor of an event such as the Olympics or a rock concert – works in much the same manner as using a celebrity endorser. That is, the characteristics of the sponsored event may become associated with the sponsoring organization. Such an association is most likely to have the most effect when the match up occurs with the event taking the place of the endorser.
Spokesperson. Using a celebrity as a company spokesperson creates special risks for the sponsoring organization. Few well known personalities are admired by everyone. Thus, it is important to be certain that most of the members of the relevant target markets will respond favorably to the spokesperson. As the same celebrity endorses additional products, consumers’ reactions to the celebrity and the ads containing the celebrity become less positive. Thus, marketers need to limit the number of products their celebrities endorse.
A major advantage of spokes-characters is the ability to have complete control over the character. This eliminates or reduces many of the problems associated with real celebrities. Such characters can come to symbolize the brand and give it an identity that competitors cannot easily duplicate.
What you see is what you get. Consumers may associate known characteristics of the celebrity with attributes of the products that coincide with their own needs and desires. Companies must be aware of this when looking for a celebrity that will endorse their products and services. You won’t go for celebrities that are known to the public as a smoker for your health products and to become an ambassador for a no-smoking campaign, right? Neither will you get a not-so-sexy celebrity to wear your long line of sexy lingerie, especially when you are promoting how to lose weight. Aside from that you won’t get an older celebrity to endorse your extended length beauty products unless of course that celebrity doesn’t look old at her age. You should opt for sweet sixteen celebrities for your extended lengths items especially if that extended lengths beauty products are in line with cosmetics. Consumers, especially the women, are attracted to fresh and young faced celebrities and curious on what they are using to maintain a youthful glow.
These benefits should not always be superficial but also adheres to the true benefits of your products and services for it to stay in the market.
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