Advantages And Disadvantages Of Celebrity Endorsement

The use of celebrities in order to increase the sales and/or the recall value of a brand is called celebrity endorsement. Endorsements by celebrities have started since a long time. The very fact that their use has continued for so long is proof enough of its immense advantages, but they have several disadvantages too. A company’s label or the brand forms an identity, it can be its name, sign, term, symbol, design, or combination of these, as that distinguishes a product or company from its competitors, so that it can be easily communicated and effectively marketed. Celebrity branding has many aspects. A slight change in the type of branding used can result in either a great success or a miserable failure. Celebrity branding divided into five general categories - testimonial (the celebrity acts as a spokesperson for the brand), imported (the celebrity performs a role known to the audience), invented (the celebrity plays a new, original role), observer (the celebrity assumes the role of an observer commenting on the brand), and lastly, harnessed (the celebrity 's image is integrated with the ad 's storyline).

Celebrity, as we know, is usually applied to a popular or famous person. If you put a face to a name, the more likely you will remember it, and marketers know the same goes with hitching celebrities to their brands. Recently, celebrity endorsement has been recognized as one of the most popular gears in advertising and it has shown mostly positive effects especially in the increases of their sales. In 1998, it is estimated that companies in the US used up to $800 million to recruit celebrities starred in advertising, promotion and public relation campaigns, and approximately 20% of all television commercials feature famous