Know-How Exchange : Advertising/PR

Many marketers who use celebrity endorsements rely on Q-Scores. (www.qscores.com) Check out their website and you'll have plenty of input.

cleo...another element to think about is the increased exposure of the younger age groups to celebreties and the sort of culture they are associated with e.g. in the UK the Urban flava celebreties may have a more credible influence on teenagers who belong to that fashion zone...e.g. Beyonce....
think of the bad celebrity publicity and how that is perceived from different age groups...some groups might have an adverse perception to celebrity negative publicity?

hi cleo

when a CE is to be used, IMHO, the following factors to be considered before diving into really doing it......

1. the target audience/target segment of consumers and their dreams and aspirations,
2. the lifestyle of the target audience and the lifestyle of the CE and whether it match, in terms of lifestyle aspirations and potrayal.
3. the values of the target audience matching with the brand values
4. the brand values the Celebrity will endores, matching with the reputation as well as values of the celebrity. i.e. you would not probably use Micheal Jackson as a CE for a Child Support/Care brand or program.
5. the credibility, trustworthiness, expertise and likability of the CE to the target audience. like Sanjeev mentioned the Britney Spear, Toyota fiasco.
6. also to think, is the association of the CE him/herself with the type of product/service s/he is endorsing in the first place. if you ask Tiger Woods to endorse a Kitchen appliance, it may backfire as ppl associate him with golf and thats he is known for.
7. Whether the Celebrity transfers/transforms his/her personality traits into the brand, so that the brand can benefit from it. James Bond endorsing Omega watch, 007 is actually transferring his Licensed to Kill attitude to the watch, and consumer wearing a Omega will think/feel like Bond in a subtle way, at the back of his mind.
8. lastly, remember the CE should create a Larger-than-Life impression on the consumers mind for the brand (at the same time do ensure that the brand/product is really A+ good).

btw, check the following links i got from google.

this one is all about CE theoratically
https://www.cuyamaca.net/bruce.thompson/Fallacies/celebrityendorsement.asp

CE researched by Massey University
https://masseynews.massey.ac.nz/2003/masseynews/nov/nov03/stories/05-19-03....

Companies ditching CE
https://advertising.about.com/cs/advertising/a/endorsements.htm

tips to have a good CE
https://www.entrepreneur.com/article/0,4621,288995,00.html

hope all this helps. i would love a look at your report/work once its completed. i would really appreciate if you pls send me a copy at mushfique26@yahoo.com

cheers!!