By Rick Suttle Updated January 25, 2019
There are a number of advantages to using celebrities in advertising, and the key for small companies is making sure the local celebrity is relevant and has broad appeal. Popular celebrities often work best because they naturally generate lots of attention. However, despite their following, celebrities are most effective if they promote products or services they are most likely to use. In other words, they must be plausible consumers, such as a local newscaster wearing a business suit from an area men's store.
1. Influence Consumer Purchases
The affinity consumers have for certain celebrities can greatly influence their purchases. People may have the attitude, "If the product is good enough for her, it's good enough for me." This philosophy is often the impetus behind advertisem*nts for makeup, skin creams, hair products and attire. Consumers want the wavy hair of a local celebrity, for example. Hence, they purchase the brand that the celebrity uses to achieve her hair's fullness and bounce. Local consumers may also desire the same soft drink as their team's best baseball player. Essentially, the testimonial of the local celebrity adds instant credibility to a small company's product.
2. Build Band Awareness
Celebrities in advertising build brand awareness, and they build it much more quickly than traditional types of advertising. Brand awareness measures the percentage of people who are familiar with a particular brand. Small businesses spend lots of money and time for exposure to incrementally increase brand awareness among consumers. The use of a local celebrity can do much to enhance consumers' awareness and understanding of what a small business offers.
3. Position a Brand
Some small companies use celebrities in advertising to position their brands. Product positioning is placing a company's products in the best possible light in the minds of a target group. For example, a small investment firm may use a well-respected and retired local disc jockey to market a retirement plan for people ages 50 and over. The fact that the disc jockey falls in the consumers' age group and has a good reputation in the community makes the company's product and message more believable.
4. Attract New Users
One challenge small companies face is finding new users for their products. Local celebrities in advertising appeal to customers as well as those who have never tried the brand. The latter may be users of competitive brands. However, those who continually see the local celebrity in a commercial for a certain product may be convinced to try the product.
5. Breathe Life Into Failing Brand
The use of a celebrity in an advertisem*nt may also help to breathe life into a failing brand. For example, a small soap manufacturer might think about dropping a brand or product, especially if production and overhead costs are leaving little or no profit. However, the use of a celebrity to tout the benefits of the brand could help create new interest and excitement in consumers.
FAQs
You will increase sales, brand awareness, and will top your competition. Your brand will also be legitimate and youthful. Celebrity endorsem*nts increase these benefits even further. Our modern age offers a variety of celebrities and influencers to use.
What are 5 advantages of a celebrity endorsem*nt? ›
You will increase sales, brand awareness, and will top your competition. Your brand will also be legitimate and youthful. Celebrity endorsem*nts increase these benefits even further. Our modern age offers a variety of celebrities and influencers to use.
What are the five advantages of advertising to the customer? ›
The major advantages of advertising are: (1) introduces a new product in the market, (2) expansion of the market, (3) increased sales, (4) fights competition, (5) enhances good-will, (6) educates the consumers, (7) elimination of middlemen, (8) better quality products, (9) supports the salesmanship, (10) more ...
How does the media benefit from celebrities? ›
The media focuses on celebrities because they attract a wide range of publics and drive consumption, making them valuable for media producers. Celebrities have the ability to influence the mass public and shape behaviors and attitudes, which is why their news garners significant attention.
What must a celebrity endorsem*nt always reflect 5 points? ›
(a) Endorsem*nts must reflect the honest opinions, findings, beliefs, or experience of the endorser.
What are the advantages of being a celebrity? ›
Being famous can often mean being rich. Celebrities get special treatment wherever they go. They can receive free food at any restaurant they visit, as well as access to special tables. Celebrities are recognised everywhere they go.
Why is celebrity advertising important? ›
Celebrity endorsem*nt is a business strategy used to promote brand recognition and differentiating brand using celebrity's image and status. Celebrity endorsers influence consumers to buy product. Celebrities help audience to remember the advertisem*nt. Celebrity endorsem*nt polishes the image of the brand.
What are the 5 key points in advertising? ›
The five principles of great advertising can therefore be summarized as:
- Establish relevance to target audience.
- Exhibit uniqueness from competition.
- Prove credibility through product characteristic or use.
- Add to consumer knowledge.
- Execute through relevant touchpoints.
The five functions of advertising are informing, influencing, increasing salience, adding value, and other efforts. Companies inform by presenting data about their organizations and products. They Influence by convincing consumers to buy certain products or services over others.
What is the advantage and disadvantage of advertising? ›
Suited for big businesses:
Advertising is an expensive ordeal and is usually employed by big businesses who can afford it. Small businesses are blown out of the competition compared to big businesses that have a monopoly in the market. In conclusion, these are the various advantages and disadvantages of advertising.
Celebrity endorsem*nt builds credibility and can expose a brand to new markets. The celebrity effect is the ability of famous people to influence others. Companies can use that star power and influence to boost their own products and services. Celebrities can add credibility and glamour to a brand.
What are the advantages of celebrities endorsem*nt? ›
Advertising campaigns featuring celebrities are more likely to stand out than those with no-name actors. Using a celebrity's easily recognisable face and voice helps an advert stick in the minds of consumers, leading to more brand awareness.
What are the positive effects of celebrity endorsem*nt? ›
Using a celebrity to represent you helps to differentiate your brand from competitors. It also can improve ad recall, making consumers remember your ad and that your brand is connected to their favorite celebrity. When you sign on a celebrity to endorse your brand, you sign on to everything that comes with them.
What are the benefits of endorsem*nt? ›
Endorsem*nts have a powerful influence on consumer behavior by creating trust, credibility, and the perception of quality. Consumers are more likely to choose products or services endorsed by individuals or organizations they admire or trust, ultimately leading to increased sales and brand loyalty.
Why is celebrity endorsem*nt good? ›
First, celebrities have a lot of influence. Their fans look up to them and often want to emulate their style. So, when a celebrity endorses a product, their fans are more likely to buy it. Second, celebrities are often paid handsomely to endorse products.
