Celebrity Influencer Endorsements and Promotions
Whether you turn on the TV, radio, or go online, advertising is everywhere. Most major brands and companies have marketing campaigns that feature celebrities and famous figures. Many think that having a celebrity endorse your brand can promote your product to an even larger audience. However, there is some controversy as to whether celebrity endorsements have an effect on your brand or not.
The main reason for celebrity influence is to create a mass-marketing awareness for your brand. If you have a well liked celebrity who can be considered a role model, that will help your brand. For example, a sports product has a well known and successful athlete promote the product, that brand may receive a positive response from consumers who look up to this successful athlete.
Although, in recent study by Neilsen, it was said that 47% of consumers responded more to humor advertising. Only 12% of consumers responded to celebrity endorsements and 8% to athletes. When a celebrity is endorsing a brand, they may stray away from the actual product because the ad focuses on them. Any ad that features the celebrity more than the product will underperform and not achieve the marketing goal.
So, are celebrities an influence on endorsements and promotions? If the celebrity is the main feature of an ad, then it will have a negative influence on the product. If the celebrity focuses on the product in the ad, and can be considered a role model, then it will have a positive influence on the product.
