Question

Companies spend millions of dollars each year for celebrities to appear in their marketing communications. Explain why this might be a good investment. That is, discuss the reasons why celebrity endorsers are effective. Use a specific product or service to explain your answer (do not include example from text book). Make sure to use clear and concise formatting with bold, underline bullets (points will be deducted for lack of formatting).

Answer 1

Explanation:

There are several reasons involved in the reasons why large companies hire celebrities to appear in their marketing communications.

Strategically, using a celebrity on the media can attract attention to the company, due to the large number of people who are curious and are influenced by the values ​​and habits of a certain celebrity, in addition to transmitting reliability to a product or service, which generates attraction of target audience for the brand. Other advantages involved are that celebrities add value to the ad.

However, to be an effective marketing strategy, it is necessary that the profile and lifestyle of the celebrity are consistent with the values ​​of the company and its target audience, so that an accurate communication that brings success to the company can be transmitted.

A product or service that uses celebrities in its ads is the company Calvin Klein, which prints billboards with celebrities wearing their pieces in various appropriate locations, which is a strategy that adds value to the product, and makes the company recognized and strong market positioning.