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What Kind Of Benefits Do Celebrity Endorsements Generate For A Brand
Posted By: Shveta* on 7/14/2004 2:20 AM (CST) 125 Points
How does celebrity endorsement benefit a brand
WHat are the key advantages for celebrity endorsements?
What are the categories in which celeb led endorsements work?? Are they category specific or can be used across are product categories?

Posted by: SRyan ;] Member Response
7/14/2004 2:39 AM (CST)
Shveta, this sounds like a student question. Is it?

I recommend you try the Search Questions link on the right side of the page. Use the keyword "celebrity" and you'll find that your question has been asked AND answered several times.

Shelley
 
Posted by: LAmos* Accepted Answer
7/14/2004 5:53 AM (CST)
In my opinion and with my combined marketing and consumer hat on, celebrity endorsements are highly irritating. I find them wasteful of resources and a cheap campaign tactic.

A good, well-thought out campaign should be a more satisfying and effective way of marketing than the "I can't think of a really good idea so we'll just stick a famous face on it and pay them shedloads of money for them when they will probably be seen with the competition's products next week anyway". But the hard fact is, it works. Shame on the consumer for falling for it, I say.

The worst culprits are the financial industries - having celebrities endorse loans and finance just encourages people to get into debt as it "must be ok, because look who's presenting it".

The only celebrity endorsements I can possibly advocate are charities, as it raises profile of good causes, and a celebrity would never compromise their integrity to endorse in such an industry if they did not feel for the cause in some way - and even better if they do it for free.

Maybe I'm living in a dream world, but I do have to sigh at the use of celebrity endorsements. The sad truth is that most consumers will agree with me, yet still they succumb to the celebrity allure.
 
Posted by: Nyerjhi* Accepted Answer
7/14/2004 8:49 AM (CST)
LAmos makes an interesting point in regards to social responsibility of marketing, I agree on the debt side. I tried a celebrity once on a B2B campaign, it was OK, but the effects are short lived and not really worth it for the $ spent. B2C is OK, better for charities, but some highly niche markets, such as the home sewing industry, respond very well to celebrity branding; seems to me "gossipy" or areas where you find high social interaction among the consumers, will accept celebrity marketing more than the "general public" when your selling a mass-appeal product. Generally, I'd stay away unless you know your niche well and its something they'd accept, either way, its a short term shtick.
 
Posted by: JHoliff* Accepted Answer
7/14/2004 11:28 AM (CST)
There is comprehensive information on the value of Celebrity Endorsements available at the following address:

http://www.hollywood-madison.com/content/section/6/116/

I hope this helps!
 
Posted by: amandavega Accepted Answer
7/14/2004 12:13 PM (CST)
In our experience, celebrity endorsements in the traditional way haven't been successful in increasing sales or brand. What DOES work for my clients is the non-traditional celebrity endorsement - meaning, when we send product to a celebrity and they are spotted wearing/using it, and/or (even better) speaking about it in an interview or in a pictorial.

Categorically - this works better with beauty and fashion products.

 
Posted by: aosterday* Accepted Answer
7/14/2004 12:57 PM (CST)
Try a Search for celebrities. There have been some awesome responses to questions similar to this.

Briefly, people like celebrities because they are not only talented, but unique. They have the guts to be themselves and perservere to accomplish their goals. They're the best, the most attractive, the fastest, biggest, etc. It's superlative counrty. Many people wish they could be themselves, but aren't strong enough. Individualism is an attractive and often unattainable character trait for many, so most admire those who do have it, especially when that individualism, that confidence is coupled with talent and beauty.

So attching your good to a perception like that will raise the attractiveness of your brand.
 
Posted by: Val (Moderator)* Moderator Response
8/8/2004 11:30 AM (CST)
Hello all. I am closing this question, since its more than 2 weeks old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions. Thanks, so much, for participating!

Val (Moderator)
 


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