What is celebrity endorsement?

"Famous people have always made excellent salesmen". However, Presenting a familiar face is one of the fastest and easiest ways for companies to create brand associations in the minds of consumers. When a widely loved actor or a heroic sports figure endorses a product. Celebrity marketing is a tactic featuring a famous person to offer an endorsement of a product. This famous person might be an actor, musician, athlete, ex-politician or a cartoon character. They do not need to be international superstars; they only need to be familiar to the target audience. For instance, a famous skateboarder might be unknown to the population at large, but beloved in the circle of young men that energy drinks are being marketed to. A celebrity’s involvement can range from an explicit to an implicit endorsement of a product. Some celebrity marketing campaigns try to suggest that the star uses the product personally and enjoys it. Others simply involve the celebrity in the image of the brand, relying on the celebrity’s reputation rather than their outright endorsement to market a product. Celebrity marketing has been used across all mediums. Print, television, radio, film and various forms of new media have all been effective outlets for celebrity endorsed products. The key is to match the right celebrity with the right product and place them both in the right ad campaign. If the combination is done well, it can lead to huge profits and an immediate change in the public perception of a company. If it is done poorly, it can ruin a brand overnight. Successful and Unsuccessful Celebrity Marketing Campaigns Successful. E.g.1 Michael Jordan for Hanes – The famous basketball star has endorsed Hanes brand clothing for over a decade. The admiration of the athlete lends an air of respectability and quality to the brand. E.g.2 Britney Spears for Pepsi – The pop star was the celebrity face of a famous ad campaign in the late 90s. The singer's worldwide fame and popularity helped to connect Pepsi with a new group of young soda drinkers. Unsuccessful E.g.2 OJ Simpson for Hertz – The football star endorsed Hertz Rent-A-Car throughout the 1980s. When he was accused of murder in the early 90s, the advertiser quickly severed their relationship with him. Tiger Woods for Nike – Woods had been an iconic spokesman for the brand for years. Following the public meltdown of his marriage, Woods appeared in a now famous spot featuring a voice over from his deceased father. The ad was extremely unpopular and is widely considered one of the least effective ads of all time.

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A form of brand or advertising campaign that involves a well known person using their fame to help promote a product or service. Manufacturers of perfumes and clothing are some of the most common business users of classic celebrity endorsement techniques, such as television ads and launch event appearances, in the marketing of their products.

When you hire a celebrity to share there positive brand equity by promoting your brand and it's favorable features.

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Celebrity branding is a type of branding or advertising in which a celebrity becomes a brand ambassador and uses his or her status in society to promote or endorse a product, service or charity

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celebrity endorsement Definition A form of brand or advertising campaign that involves a well known person using their fame to help promote a product or service. Manufacturers of perfumes and clothing are some of the most common business users of classic celebrity endorsement techniques, such as television ads and launch event appearances, in the marketing of their products. Benefits of Celebrity Endorsements

Paige has created a short presentation for the CEO that explains the benefits of using a celebrity endorsement for the new Jet-Air Rocket sneaker line. Paige has negotiated a deal with LeBarn Birkenstein, a top NBA basketball player, to appear in an integrated advertising campaign consisting of magazine, television, radio and social media advertisements. She hopes that the campaign can attract new customers and increase their market share.

Paige believes that there are many benefits to using a celebrity for their advertising campaign. The ability to build brand equity is a valuable asset. Jet-Air's brand power is acquired through the name recognition, which allows the company to achieve larger sales and profits. To a consumer, brand equity creates product/brand differentiation over the other competitors in the market. Another benefit to celebrity endorsements is that it increases consumer's remembrance of the ad. Paige showed her CEO studies that showed consumers are more apt to remember an ad that is linked with a celebrity endorsement. This can translate into a consumer search and purchase for the specific product, which can result in additional sales.

One of the strongest reasons for using a celebrity as a product endorsement is that it can link the product to the celebrity's skills. For example, Paige knows that her target market of teenagers will want to purchase the new sneakers because they believe that wearing them will help their own basketball skills. This product transference of a celebrity skill works for any product. Even Paige herself buys clothing from a television star's product line in order to look just as fabulous as the actress. Finally, Paige wants to use LeBarn in all advertising-related material to help the product stand out from competition. The CEO has his own concerns about using a celebrity to endorse their new sneaker line.

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