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May be a little only But more and more important is ability of the business person and his creative mind.
There are a number of advantages to using celebrities in advertising, whether you are running print, Internet, radio or television commercials. 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.
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.
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.
Position a Brand - Product positioning is placing a company's products in the best possible light in the minds of a target group.
Build Awareness - Brand awareness measures the percentage of people who are familiar with a particular brand. The use of a local celebrity can do much to enhance consumers' awareness and understanding of what a small business offers.
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."
Mostly yes, and the intensity depends on which product you're promoting (I'm taking new here as1-5 years old businesses)
We have a Pakistani mobile brand Q mobile which has whiped out Nokia's market share with aggressive advertising and killer price points. It's also giving HTC and other cheaper mobile brands tough competition.
They've abused celebrity endorsements (a new, important face every quarter) but its doing wonders for them in terms of sales aswell as positive brand equity.
Celebrity endorsements give visibility to any new business.
yes it might be but a company should have ability to impress others.
Yes, celebrity endorsement can be of immediate profitable benefit for a brand. They are important, but not necessarily essential. As we can see, not all strong brand image products rely on celebrity endorsement, and some of such actions maybe the result of counter marketing to tackle competition that is doing it.
If the brand is a start-up, the benefit becomes bigger because it represents "famed trust" in (and realises bigger exposure of) the brand, even while customers may realize the endorsement is actually paid for.
To be honest, I am not a big fan of celebrity endorsements. Though it can create a sudden impact, it has massive downfalls as well. For eg. The reputation of the celebrity is the key. The way Nike, Accenture got rid of Tiger Woods to avoid any sort of negative publicity is one such example. Most of the new businesses are initially short on cash to go big on celebrity endorsements. And even if they do, they find it difficult to rope in the big names for two reasons.1) The celebrity brand managers don't feel it is worthwhile for a famous celebrity to be associated with an unknown or new brand2) The businesses are forced to settle for celebrities who are not a direct connect for the brand (substitutes or second options).
Celebrity enndorsements are often used as an easy way to market your product/service. More often that not, it is used as a means to cover up lack of creativity. So, if given a chance, I would try to come up with different marketing techniques to reach out to my customers than celebrity endorsements - starting with a really creative ad.
I do not think so, celebratity can be invited at starting point of the business. However, business needs placing the right people to the right position to carry out the organizational goals and objectives.
