Sunday, February 19, 2012
Celebrity Advertising
A lot of companies are using celebrities and athletes in their advertisements in an attempt to capture the attention of the consumer and increase sales. The rationale is that popular celebs will draw attention to a particular product and build brand recognition. However, is celebrity advertising really all that effective at increasing sales and profits? That question is up for debate. Successful and ideal qualities too consider when endorsing celebrities are; attractiveness of the celebrity, having a celebrity-brand match, and choosing a celebrity that is well known and popular. Perhaps most importantly though is to ensure that celebrities have a good reputation and have not been in the media for committing crimes or for bad publicity (like Tiger Woods for example). Some risks of celebrity advertising are that it is very expenseive, the celebrities may not know anything about or relate to the brand, or may act in a way that can negatively impact the company or the brands image and reputation. I just want to know where others stand on the issue of using celebs in advertisements. Do others think it is a good idea or is it too big a risk?
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I feel that it's a hassle for companies to try and find the perfect celebrity to endorse their products. It's probably easiest for them just to choose the most known person because it may attract more consumers. But like you said, the celebrity in the ad is going to ask for a lot of money whether they use the product or not. And they probably don't care if the product succeeds or not; as long as they get paid.
ReplyDeleteI do not think that is it a good idea however I do not think that it is a risk. I believe we are recently seeing many advertisements where they are using everyday people as actors. I think this is a much better approach because as Mike stated it is hard to find the right celebrity to fit the advertisement and I believe many people can relate more to an advertisement when it is an everyday person as the actor rather than a celebrity.
ReplyDeletePersonally, I could care less if a celebrity is advertising for a company or product but their are some people that it may attract and help the company increase sales. It would be interesting to see if celebrity appearances or endorsements increase sales or if there are any studies on that. I'm sure they increase public relations but do the celebrities really help and pay off? Every celebrity has baggage and fans but the fans might outweigh the negatives. But, "regular/normal" actors must definitely be less risky with no preconceived biases.
ReplyDeleteI think you have a good point, for me personally celebrity advertising is not a reason for me to purchase anything. I do believe that people who follow celebrities/entertainment/sports religiously are much more susceptible to this kind of advertising. I believe personally that companies use a celebrity more to flaunt that they can afford to use them in their advertisements. It may have some impact but in the large scale I don't believe its a successful way to spend funds on advertising.
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