Building credibility. The second component is building credibility into brands. Of course, the celebrity must be perceived to be credible to create this effect. A celebrity's credibility is determined by his or her perceived level of expertise [19] , [20] , [21] and trustworthiness [22] , [23]. The last component is clutter-cutting, since all the variables in this component are to do with standing out. Media clutter is widely acknowledged.
Increasing competition for consumer consciousness and new-product proliferation have encouraged marketers to use attention-creating media stars. Moreover, technological innovations such as remote control television, PVRs, and cable and satellite diffusion have served to increase consumer power over programmed advertisements [24].
This makes advertising more challenging. A celebrity-endorsement strategy may ease the threat by helping to create and maintain consumer attention to ads and therefore make them stand out from surrounding clutter [25]. In summary, the findings show that ad agencies use celebrities not because it is easy to convince clients or they are desperate for ideas, but because celebrity values transfer to brands, celebrities establish credibility around brands, and celebrity involvement brings added interest to the campaigns.
As with any dynamic marketing communication strategy, there are potential hazards: a celebrity may overshadow brands, get into public controversy, disappear out of the media spotlight before the end of a contractual term, change his or her image, or become overexposed by endorsing many brands.
In other words, individuals can change, and endorsement relations can sour. In a sense, a celebrity-endorsement strategy can be a double-edged sword, making selecting an endorser from innumerable alternatives very challenging.
Therefore, managers must carefully consider both sides of the coin before they attempt use a celebrity in their campaigns. IJoA, 19 1 , Z Erdogan: Constructing a practitioner based model of selecting celebrity endorsers.
Unpublished doctoral thesis, Glasgow: University of Strathclyde, JAR, March Journal of Marketing, 59 3 , JAR, 37 3 , Fortune, 22 June Admap, 33 4 , London: Prentice-Hall International Inc.
London: Macmillan Press Ltd, Marketing, April London: Prentice-Hall International, Cultural foundation of the endorsement process.
Journal of Consumer Research, 16, December, Provo, Utah: Association for Consumer Research, Industrial Marketing January , Journal of Advertising, 6, Summer, Read: The power of inclusion and diversity in advertising.
Read: Communicate creatively and effectively Get more Inspiration. How can celebrities help to maximise the brand impact of advertising? Used effectively and consistently throughout a campaign they can improve brand impact and sales. Polly Wyn Jones. Global Knowledge Manager, Creative. The right celebrity, used in the right way can be a truly powerful brand asset, allowing brands to be relevant and timely. The proportion of ads tested which include celebrities What is a celebrity?
And what about influencers? What makes the best celebrity fit? Make sure you have the right celebrity Before signing costly contracts it is worth considering early-stage ad pre-testing to check your chosen celebrity is right for your brand. And what does the future hold?
How can Kantar help? Want more like this? Read: The 5 habits of highly effective advertisers Read: The power of inclusion and diversity in advertising Read: Communicate creatively and effectively Related solutions. Grow your brand with extraordinary creative.
No evidence, on the other hand, was found to support the theory that implicit memories and enhanced attention are required for celebrity advertisements to be effective. The research has important implications for companies and their advertising agencies. It suggests that:. Leader Prompts - enable your leaders with these 50 practical and straight-forward mini-guides to handling common management challenges. Click here to find out more. Use our Ideas to:. Speak to us on how else you can leverage this content to benefit your organization.
Skip to main content. Ideas Library Ideas by Institutions. Search form Search. This is one of our free-to-access content pieces. Idea Summary Over the past 25 years, use of celebrity endorsement by big-budget advertisers has grown significantly.
The study was based on three hypotheses about perceptions of celebrities in ads: they encourage the retrieval of explicit conscious associated memories e.
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