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Marketing - Essay Example
Pages 3 (753 words)
Word Count: 643 words How celebrity endorsement will help to do marketing of products and services? It is well-known in the advertising industry that having a celebrity endorsement of a product is likely to increase its sales. Even though it may cost to bring a celebrity onboard, firms only do so because they believe that they can more than make their money back…
For this reason, brands must select celebrity endorsements very carefully because the expense needed for celebrity endorsement is large yet there are many risks involved simply due to the fact that a brand cannot control a celebrity's actions in either their professional or personal lives. For brands that are looking to be successful, the easiest way to do this is by associating the brand with a celebrity that already has success. The hope is that consumers will associate the success of the celebrity with the brand they are supporting. The reality is that this is very often not the case, yet it is human nature to link one success with another. The trick that marketers have is trying to convince the target market that the celebrity really does support the brand and stands for the values of the brand. Celebrity often have their own fan bases, usually in the entertainment and sporting industries, so a key reason why marketers want to use celebrities to endorse a product is to have access to these loyal groups of fans. Some high-profile companies are willing to spend millions of dollars in order to attract celebrities that are well-known. ...
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