Using Celebrities in an Ad Campaign Is a Poor Way to Stimulate Brand Appeal

Using celebrities in an ad vex is a poor way to create patsy evoke Using celebrities as brand embassadors has become very touristy and is one of the more common colloquy strategies employed by companies today in order to market their products. Marketers pay one thousand trillions of dollars to celebrities in the hope that their star magic would rent the product more appealing and successful. simply all celebrities glitter is non gold. in that respect ar many reasons as to wherefore exploitation celebrities in an ad exhort corporation turn into an ugly affair, sometimes enhancing attitude substitute towards the product altogether.In this report, I will list the disadvantages of using celebrities in ads and the reasons behind why they be a poor way to piddle brand appeal. 1) Price It is very d ab schoolmaster-won for companies to hire a distinction as its brand ambassador. It is chief(prenominal) for companies to note that when they do downslopeide to take the brand ambassador r issuee, they should be willing to shell out millions of dollars, and sometimes sluice lose it. Nike sign Tiger Woods on a 5 year $ 125 million contract, Reebok signed Venus Williams for $40 million and more recently, Pepsi teamed up with Shaquille ONeal for a in figure of speech $25 million.For big companies such as Nike, Reebok and Pepsi, the financial implications of the deals come to would probably not affect them as much as smaller ones. With this in mind, it is also important to note that consumers today atomic number 18 worthy more publicise savvy. They read round the multi-million dollar deals as well. This falls to more consumers asking, ar we buy the product, or the re drope? 2) vampire Effect A common marketing term, this refers to the point where the reputation in doubtfulness overshadows the brand itself.Marketers locution this problem when they choose an extremely popular star, and the audiences attention is drawn to the celebrity earlier than the product. A very popular representative of this scenario occurred when Cable Association white plagued fathom French. They soon had to abort their entire bear on when she got in the way of effect communication. 3) believability & Inconsistency One of the main reasons as to why using celebrities in an ad campaign is poor for brand appeal occurs when the personal credibility of the celebrity involved drops.This has occurred several times over the retiring(a) couple of years. When Kate Moss, a well cognize model, was depicted snorting cocaine, three of her sponsors at a time pulled out. After all, imagine how a incur who has lost her daughter to drugs would occupy to the brand. other example was when Kobe Bryant, a leading basketball game star, was acc commitd of rape in 2003. His celebrity brand partners, Nutella and McDonalds, chose not to renew contracts with Bryant, even though he was subsequently clear of all charges. Many companies also sanctuary to sports starts when choosing a celebrity.While the personal credibility of the sportsman remains intact, his performances in the field of study may sometimes suffer lapses. A illustrious example of this occurred when Sachin Tendulkar, one of the better(p) cricketers in the world, went through a lengthen lean patch. This lead to Pepsi dropping him as its celebrity face and they instead opted for a younger generation of cricketers instead. The credibility of the celebrity involved is vital because when the company decides to use one, they argon not only buying a channel via which they intend to carry on their product, but also an image. 4) Multi-Brand EndorsementAt the end of the day, when a celebrity decides to indorse a product, it does not guarantee that they are actually using the product itself. more than likely than not, they are endorsing the product rigorously for the monetary benefits, and this might sometimes lead to complications, e modifiedly when one celebrity appea rs in many ads in a defraud span of time. Take for example, MRF (tyre company), one of the early sponsors of Sachin Tendulkar. With its logo embezzled on his bat, the confederacy betwixt celebrity and brand was strong. Consumers could relate to the star, and in turn, the product.Today, however, Tendulkar endorses a mirage of products, and the novelty of the master copy partnership has died down signifi dirty dogtly. Consumes are much left disillusioned and are sometimes forced to ask the question, If the endorser cant stick to one product, why should I? . fame overexposure can much undermine the authenticity of the message. Another form of multi-brand endorsement might occur when the celebrity endorses one brand but is publically seen using a competitors. For example, when Britney Spears was movie drinking Coca-Cola (pictured left), while employed as the face of Pepsi.Or when David Beckham shaved his guide soon after becoming the face of Brylcreem. Consumers notice this and often realize that celebrities deprivation not have any similitude to the product itself, and hence the entire consequence of using celebrities in ads is questioned. 5) Marketing mismatch When celebrities are used in ad campaigns, they display a certain special persona for the audience. The entire point is that they are able to influence the thought work on of the consumer and create a positive apprehension of the brand. An approving nod from a famous actor or sportsman can directly lead to a honey oil more sales.With this in mind, it is paramount that companies use celebrities who they know can relate to and cover their product. Take a bad example, pictured right, of Ronaldhino (football legend), selling Konica Minolta printers. Not only did the picture lead to consumers questioning the connection between celebrity and brand, but also put the brand in bad light. In conclusion, while the use of celebrities can sometimes prove beneficial, especially to the profitability of a relatively unknown product, there are several points that need to be interpreted into consideration.Marketers, especially in todays cluttered media environment, resort to celebrities if they lack an original idea, or want to take the scant(p) way out. Consumers too are becoming aware of this and are first to notice the fact that celebrities need not necessarily support their brands. Furthermore, celebrity endorsements cannot change the entire thinking process of the consumers, and as such, does not justify the high terms involved either. References Pictures 1) http//hollywoodsnark. com/wp-content/uploads/2007/03/pepsi_girl_britney_spears_drinking_coke_2. jpg 2) http//rawstylus. wordpress. om/2008/02/12/596/ Text 1) http//www. hollywoodreporter. com/hr/search/article_display. jsp? vnu_content_id=2030984 Article on repute Branding- Making the brand 2) http//www. rediff. com/money/2003/dec/05guest. htm Article on Is celebrity advertising effective. 3) http//en. wikipedia. org/w iki/Celebrity_branding 4) http//www. brandrepublic. com/Industry/Entertainment/ intelligence information/235197/When-celebrity-brand-partners-go-bad/ Article on When celebrity brand partners go bad lifestyle. in. msn. com/fashion/article. aspx? cp-documentid=1671484 Celebrity endorsements enhances brand appeal