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The reasons behind a marketing campaign going for a celebrity endorsement.
YES, It is very effective way of marketing; espcially products for children (sports wear) and women, marketing for daily use products.
The ONLY issue with celebrity endorsement is that this inflate the price of Product due to high cost of marketing. Such as Big brands like Nike, Adidas, Pepsi, etc
If the sales figures are high in comparison to the competitors of the same products, after a celebrity promoted it, then we can say it is effective.
Celebrity Endorsement is no doubt an effective way of Promotion which works specially in Fashion and High Profile Products. People take celebrities as role model and try to use that product or service. But it is not true in every case. In certain cases it has a very little or zero effect and in some cases it effects negatively. Specially Low Price low volume items.
Lets have it just this way. I am an audience and I know who are the people am watching. If I build a trust to that celebrity for sure I will be encourage to use what she is using. There is Faith on the endorsement and trust that is build immediately. BUT this is not a low cost type of advertising or marketing and you need to pamper this type of advertisement or marketing. Dont lety it die, coz when it dies, your business will die also. Have your marketing strategy be in different baskets. Plan A, B ,C or even Z.
celebs are themselves a product.The only thing that can save a product is a strong brand name which is sync with a customer.