What Are Five Advantages to Using Celebrities in Advertising?

by Rick Suttle, Demand Media

http://smallbusiness.chron.com/five-advantages-using-celebrities-advertising-34394.html
Celebrities can bring instant credibility to a product or service.
There are a number of advantages to using celebrities in advertising, whether you are running print,
Internet, radio or television commercials. 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.
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 advertisements 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.
Build Awareness
Celebrities in advertising build brand awareness, according to "Supermarket News," a publication
covering the food distribution industry. 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.
Related Reading: Print Media & Advertising Advantages
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, according to
Inc.com. 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.
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.
Breathe Life Into Failing Brand
The use of a celebrity in an advertisement 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.

THE ROLE OF CELEBRITIES IN ADVERTISING TECHNIQUES

http://www.evancarmichael.com/Home-Based-Business/4779/The-Role-of-Celebrities-in-

Advertising-Techniques.html

Without endorsers, the product is lifeless and faceless. However, when endorsers become the advertising
techniques used in introducing the product, then said product has brought to life. Moreover, if businesses
use the face of famous celebrities, then the product has an instant fame and profits are expected to
skyrocket.
The brand is projected to be living and credible with the presence of celebrities. Analysts believe that
famous celebrities are more capable catching the attention of consumers. In addition to that, brands being
established by celebrities are more likely to retain longer on consumers memory. Conversely, the brands
are easily recalled with a mere mention of a product.
If the advertisers lack ideas on how to promote a brand with products that have many competitors, they
use popular celebrities to optimize the brand image and to grant it instant credibility or PR coverage. This
principle particularly holds true if the celebrity has ascending popularity or career.
Many businesses capitalize on such fame by selling a part of that dream. They project an attractive image
with hidden message that if consumers patronize their products, they are likely to be leveled with
celebrities; that they can also share and live up the dream and success. This is among the principle of
creative advertising techniques.
Celebrities are good at facilitating the advertising techniques that businesses desire to implement. They
are efficient at connecting to the consumers. They can reach out to the consumers in whatever manner
the endorsers have strong impact in. some experts call it a power to connect with the consuming public.
If the ideal star is employed to represent the product, his strong appeal can send a brand message
without further statement. Billboards are best and effective when photos of popular celebrities grace them.
There is no need for them to speak. Their image did it, and the statement is compelling.
When it comes to highlighting features of a product, there is no better promoter than a superstar. This is
regardless of the reputation of the brand. If the brand is already reputable, then its reputation is further
enhanced. On the other hand, if the brand is new, it is given help in establishing its reputation by the
famous endorser.
Of course, depending on the product being endorsed, the business should carefully select the star that
will represent the brands image. If the product is an apparel, actors and sports athletes alike are the most
attractive and effective tool to carry out the advertising techniques.
The legend has it that when Snoop Dog appeared on Saturday Night Live dressed in a rugby shirt
bearing Tommy Hilfiger logo, the brand sales reached $100Million mark up. When a certain television
program is the current hit, its leading or popular actors are particularly fragrant to consumers, that any
endorsements they make are a sure hit.
This is also similar with movie superstars and performing artists. Their talent is appealing to their fans that
fan themselves imitate and idolize them. They pattern their lifestyle after theirs, including the places they
frequent and the brands they personally use. Hence, they are excellent carriers of brand names.

Use Real People or Celebrities in Your Advertising Campaign?

By Francesca Di Meglio, Monster Contributing Writer
http://career-advice.monster.com/in-the-office/workplace-issues/real-people-or-celebrities-inads/article.aspx

In an era when reality television dominates the ratings and anyone can become a blog superstar, the line
between celebrity and average Joe is nearly indistinguishable. That trend is carrying over into advertising,
too. Campaigns, like the one for Dove beauty products that features everyday middle-aged women in the
buff, are becoming as well-known as those with famous faces.
This landscape leaves advertisers to debate whether celebrities or real people have more success
beefing up profit margins. Most say pinpointing how much revenue ads generate in general is difficult
because strength of brand and marketplace influence success. Given that, quantifying which
spokesperson is more effective is challenging at best.
So how do you determine whether a celebrity or real person is right for your latest ad campaign? Go
ahead and weigh the pros and cons of each, say veterans. But the more important thing is to establish the
right campaign for your client irrespective of the type of talent you choose.
The Celebrity: Pros and Cons
Celebrities, say veterans, tend to be more appealing in ads for products that benefit from being
associated with role models or someone the consumer emulates. Veterans commonly point to cosmetics,
clothing and automobiles as examples.
Celebrities also tend to be more effective in attracting the spotlight. Celebrities can work well, because
they grab peoples attention, particularly in a cluttered media environment, says Brett Martin, professor of
marketing at the University of Bath in the United Kingdom. And the public is not the only audience that
notices when a celebrity signs a deal; the news media often also responds, which means additional free
publicity for the star and the company.
The downside is celebrities come at a price. Theres the monetary cost -- in addition to the cost of hiring
the celebrity, accompanying costs can include hair and make-up stylists, directors and other members of
the celebritys entourage -- and also the risk of the endorsement not being credible. Celebrity
overexposure and bad press both can undermine perceived authenticity of message.
Real People: Pros and Cons
Real people are most persuasive for products and services that require social approval, says Martin.
Supporting this view is his study of close to 300 undergraduates released in 2007 and conducted with
colleagues from the University of St. Gallen in Switzerland. In it, he found that advertisements with real
people were more effective due to greater concern with keeping up with neighbors than with the
unattainable life of the rich and famous.
A Forrester Research survey released in 2006 and reported in Time lends some credence to his finding.
In it, about 56 percent of respondents said friends or family influenced them when they were choosing
which brands to purchase in a given category of products. The possible takeaway: The opinions and
testimonials of real people matter.
Of course, one more clear pro to amateurs is also their con: The lower price tag. Theres a reason for it.
Amateurs tend not to be as practiced at delivering a message or working on a set. Nor are they as
glamorous or recognizable to the public.
Establish the Right Campaign
So what can you do to ensure that your campaign gets the biggest bang for its buck? Keep these pros
and cons in mind, but even more importantly, focus on what works best for the product and its target

audience.
Find the Perfect Pair: Whether youre using celebrities or real people, youll have to play matchmaker.
Choosing the right person to endorse the right product is like putting together a puzzle. If the two pieces
dont go well together, youll never offer a complete picture to your audience. Heidi Dangelmaier, founder
of 3iying, a Manhattan-based firm that specializes in marketing and design for girls 15 to 22, says her
audience can see right through certain ads. For example, she says that none of the girls with whom she
speaks believes that Jennifer Love Hewitt is shopping in stores that sell Hanes even if she stars in the
promotions.
Budget Wisely: You dont have to break the bank. Real people are an affordable alternative to celebrities.
If you do go for a famous person, be careful not to overpay, says Noreen Jenney, president of the
Celebrity Endorsement Network in Calabasas, California. She adds that the price quote is always
negotiable, and you should look for companies that will protect you from wily Hollywood agents.
Remember that the advertisements are meant to improve sales and boost your intake, not put you in the
red.
Know Your Demographic: Baby Boomers were on top of the minds of those who created the Dove ads.
They intended to show off the older womens bodies to help Boomers feel less invisible in the media and
prouder of their maturity. Dangelmaier says Millennials are almost numb to media images and theyre
over the celebrity endorsement, which means advertisers will need to get clever to make a campaign stick
with this younger crowd. The lesson: Play to your audience.
Avoid Controversial Figures: Lindsay Lohan is probably not the best actress to pick for an ad at this
moment. Jenney says to choose celebs who are not likely to get arrested or be embroiled in scandal.
Just because we read about them in Us magazine doesnt mean that well follow their use of a product,
adds Dangelmaier. Sometimes youd rather see someone who hasnt ever appeared in Us magazine.

Kris Aquino, people will love to hate.

Isang Pagsusuri kay Kris Aquino, mula sa blog ni Nikki Cruz
by Megan de Leon
http://group4filculm.blogspot.com/
Sa usapang pop culture, matataguriang isang pop icon si Madonna kung saan naging timeless hindi lang
ang kagandahan niya, kagalingan sa pagkanta at pagsayaw, kung hindi sa kanyang laking impluwensya
sa mga fans at mga nakikinig sa kanyang musika at ugali. Si Madonna ang prinsesa ng pop hanggang
ngayon, na hindi mapapalitan ang kanyang epekto sa mga tao. Maaaring siya nga ay kinakainisan ng
mga taong konserbatibo, pero tinitingalaan ng mga taong katulad niya; ika nga, liberated.
Ayon sa pagsusuri ng blog entry ni Nikki Cruz http://filculmgroup5.blogspot.com/2008/10/kris-aquino.html,
idinako niya ang ganitong mentality sa mga Pilipino kung saan nagkakaroon din ng Pinoy icon na
nakakaimpluwensya sa mga tao. Siya ay si Kris Aquino. Galing siya sa isang prominenteng pamilya kung
saan sinasaloob ng kanyang pamilya ang pagiging tagapamuno ng ating bansa, ang former president na
si Cory Aquino at ang kinikilalang bayani ng mga Pilipino na si Ninoy Aquino. Hindi lang sa kanyang
pangalan kaya siya nagiging isang icon, kung hindi sa kanyang pagiging aktres sa ilang taon na
nakalipas, ang kanyang pagiging host, at ang mga kontrobersyal na isyus na nadadamay siya kung saan
inaabangan ng lahat. Si Kris Aquino ay isang host na people will love to hate. Kahit gaano pa nila ito
laitin, o kainisan sa kanyang pananalita, pinapanood pa rin siya. Ganon katindi ang impluwensya niya sa
mga tao halip sa hindi na siya pansinin sa showbiz dahil sa mga naiinis sakanya, lalo siyang nagkakaroon
ng limelight sa entertainment industry. Higit pa dito ay ang kanyang mga iba't ibang advertisements kung
saan naman isa itong malaking oportunidad sa kanyang lalong pagsikat. Higit sa kinakainisan siya
maghost, o di kaya umarte, tinaguriang siyang "box office queen" sa kanyang panahunan kasama ni
Rene Requestas.

Marami nang isyung mabibigat ang pinagdaanan ni Kris Aquino. Ngunit kitang-kita mo sa telebisyon ang
kanyang pagiging tunay na babae, pagiging matatag sa kanyang pinagdadaanan, mula sa pagkamatay
ng kanyang ama, ang pagsabak ng kanyang ina bilang presidente, ang kanyang lovelife kay Joey
Marquez. Ilan lang ito sa pinagdaanan niyang mabibigat. Dito isinuri ni Nikki Cruz, na hindi sa kanyang
pag-arte o paghost kaya kilalang kilala si Kris Aquino, dahil isa siyang representasyon ng babaeng
Pilipina kung saan kinakaya lahat ng problema at hinaharap ito kahit sa buong bayan, kahit makakasira
pa ito ng kanyang imahen. Totoo siya sa sarili niya, at ito ang tunay na icon.

The pros and cons of celebrity endorsements

Filipino brands say celebrity endorsements not enough to boost sales.
By: Carlo P. Mallo | Jun 14, 2012 14:00 pm
http://www.entrepreneur.com.ph/business-ideas/the-pros-and-cons-of-celebrityendorsements/page/1
In their generation, Kris Aquino, Sharon Cuneta and Aga Muhlach undoubtedly ruled the universe of
celebrity endorsements in the Philippines.
And now, the likes of Sarah Geronimo, John Lloyd Cruz and Marian Rivera are just among the few
names that can help a brand make the jump from the unknown region to the winners circle.
Filipino brands, like any other brands across the world, have discovered the power of tapping a celebrity
to endorse their products or services, acknowledging that celebrity endorsement is a necessary marketing
tool.

A strong brand coupled with a strong endorsement makes it a winning solution, Lin Deres, franchise
relations manager of Goldilocks Bakeshop said. Celebrity endorsements help enhance your products, it
focuses the attention on your product.

She shared that at various times, consumers would troop to a Goldilocks outlet and ask for the same
product that a female celebrity was shown buying.
Sometimes they even refer to it as, yung hawak-hawak ng celebrity endorser, Deres said.Another plus
for getting a celebrity to advertise a brand is visibility and recall."

Having celebrity endorsers made us more visible to the public and the services that we offered became
more concrete as the people can actually see the hairstyles worn by the celebrity endorsers, Paul
Vicencio of Ystilo Salon said.
A word of caution though: a celebrity can only do so much in selling your product. Both Deres and
Vicencio were quick to point out that product quality remains the top consideration among consumers.
It will always be the quality of your product and of your customer service, Deres said. Also, if a brand
gets the services of the wrong celebrity to endorse its products, it could mean a huge and costly mistake.
Abstract:
Celebrity endorsement has been established as one of the most popular tools of advertising in recent
time. It has become a trend and perceived as a winning formula for product marketing and brand building.
It is easy to choose a celebrity but it is tough to establish a strong association between the product and
the endorser. While the magnitude of the impact of celebrity endorsement remains under the purview of
gray spectacles, this paper is an effort to analyze the impact of celebrity endorsements on brands.
Objective of this article is to examine the relationship between celebrity endorsements and brands, and
the impact of celebrity endorsement on consumer's buying behavior as well as how consumer makes

brand preferences. This paper proposes a 20 point model which can be used as blue-print criteria and
can be used by brand managers for selecting celebrities and capitalizing the celebrity resource through
360 degree brand communication which, according to this paper, is the foundation of the impact of
celebrity endorsement. Celebrity endorsement is always a two-edged sword and it has a number of
positives - if properly matched it can do wonders for the company, and if not it may produce a bad image
of the company and its brand.
http://everybodysjournal.blogspot.com/2012/03/top-effective-celebrity-endorsers.html
https://www.scribd.com/doc/7146790/Impact-of-Celebrity-Endorsements-on-OverallBrand#download

A comparative study on the use of celebrity and non-celebrity endorsers in soap,

shampoo and toothpaste television advertisements / [manuscript]
Katherine V. Antonio. COM 22 1998 3AEAD00033653R THESES
The study sought to find out the difference in using celebrity and non-celebrity endorsers in soap,
shampoo and toothpaste television advertisements. The study used descriptive survey method in
gathering data. With the aid of the stratified sampling technique, 10% of the total population of the College
of Arts and Sciences of De La Salle University-Dasmarias (DLSU-D) were the respondents of the study.
The theoretical framework used was the Stimulus-Response Individual Difference Theory that support the
ideas presented in the paper. Data were gathered through questionnaire and interviews. The researchers
used frequency counts and percentages in analyzing the results of the study. The study connoted that
non-celebrity endorsers have the same effect on the consumer public as celebrity endorsers.
http://education-portal.com/academy/lesson/celebrity-endorsements-in-advertising-definitionbenefits-examples.html

Celebrity endorsement advertising happens when a well-known person uses his or her fame to help
promote a product or service. There are a lot of benefits to the organization for using a celebrity in its
marketing campaign.

Definition
Celebrity endorsement advertising is defined as a well-known person using his or her fame to
help promote a product or service. The celebrities market the product through television or radio ads,
large event appearances, and so on. Most organizations use celebrities in their marketing in hopes
that it will drive up sales and have a positive impact on profits.

Benefits of Using Celebrity Endorsements

There are a number of advantages to using celebrities in advertising. Celebrities often work best
because they naturally generate lots of attention and are known nationally. Below are a few of the
common reasons why an organization would use a celebrity to help market its products or services,
according to an article by Rick Suttle published by the online Houston Chronicle:

Attract New Users: Finding and keeping new customers is hard for some organizations.
Using a celebrity to endorse an organization's product or service can entice new customers.

Breathe Life Into A Failing Brand: Celebrity endorsements can help revive a product or
service that is losing market share. Celebrities can tout the benefits of the brand and help
create new interest from consumers.

Build Awareness: Brand awareness is an indicator that measures how familiar people are
with a particular product or service. Celebrities advertising can build brand awareness,
according toSupermarket News, a publication covering the food distribution industry.

Influence Consumer Purchases: Celebrities who are well respected can instantly add
credibility to a product or service. Consumers may have the attitude, 'If this celebrity is
backing the product or service, it must be good.' Consumers might also think 'If the product is
good enough for him or her, it is good enough for me.'

Position a Brand: Celebrities can be used to position a brand. Product positioning is a

process of convincing the consumers that the product being advertised is the best on the
market and all other products are inferior.

http://www.businessdictionary.com/definition/celebrity-advertising.html
Using a famous person's image to sell products or services by focusing on the person's money, popularity, or fame to promote the
products or services. If the famous person agrees to allow his or her image to be used, it is termed a celebrity endorsement. If the
famous person's image is used without his or her permission, the products are termed "bootleg" or "knock-offs."
The promotion might be through formal advertisements in the media, or it might occur through the famous person displaying the
products by using them or wearing them.
The implication is that the famous person uses the product or service that he or she endorses; for example, a supermodel with
beautiful hair might be contracted to promote a certain brand of shampoo, giving the impression that her beautiful
hair results from using the shampoo. However, the person might not even use the product or service he or she endorses; in which
case, he or she is often said to be "selling out." Criticism for selling out has led many famous people in North America to appear
in advertisements only shown overseas.