Question

Marketing

Many companies use celebrity spokespersons (actors, athletes, etc.) because it is believed to influence sales.

The pros of this approach is that the endorser can boost both sales and awareness. However, the downside is that it can be a problem if the person’s image is inconsistent with the firm’s or brand’s image.

Discuss your view of the use of celebrity endorsements and depending on where you stand, give an example of a good or bad endorser. 250 words please! :)

Answer 1

Celebrity endorsement happens when a famous individual of the society is roped in, by the company, because of their popularity, to promote the company’s product or service.

In my views. The primary advantages of celebrity endorsements are:

• By seeing a familiar face promoting the product or service, the consumers feel quite relatable
• Brand equity can be easily built by catering on celebrity endorsements
• The remembrace and recall quotient of the advertisement increases when a celebrity gets associated with it
• Makes the product stand out in the market
• The association of the brand with a popular personality, makes the consumers believe that the brand has some contribution in the success of the celebrity

The disadvantages of celebrity endorsements are:

• The image of the celebrity associated with the brand, may influence the brand’s image
• Celebrity endorsements can be quite costly for the company
• The strong image of the celebrity is likely to overshadow the company’s brand

Example of a good endorsement: Mobile One roped in NASCAR’s favourite Tony Stewart to endorse its products. This led the consumers believe that the oil offered by Motor One has a great influence of him being a winner, so they believe in the product’s quality. This is a very smart way to capitalize on a celebrity’s success and brand image to promote the company’s offerings.