Celeb Endorsement info

According to The New York Times, "Celebrity sells. If consumers believe that a certain star or singer might actually use the product, sales can take off."

“Celebrities ostensibly have the capacity to hold viewers' attention and penetrate the clutter of brief and numerous advertising spots that compete for audience attention.”

Rationale for Selecting Celebrities

The 43 ad agencies and companies that took part in our study were asked how and why they select celebrity endorsers for a myriad of products (see "About the Research" on page 59). These experts initially indicated, on a written questionnaire, the relative importance of 25 plausible criteria in their selection of a celebrity.

In their collective view, a celebrity should meet five baseline criteria. He or she needs to be:

* Trustworthy.

* Readily recognizable by the target audience.

* Affordable.

* At little risk for negative publicity.

* Appropriately matched with the intended audience.

Familiarity – Relevance – Esteem - 

Rakhee xx