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What Are The Major Advantages of Using Celebrities in Advertising?

Celebrity Advertising and Endorsements have been a great marketing practice for a long time. These activities usually generate a lot of attention as celebrities are known faces and they have millions of fans / followers. There are many advantages of doing Celebrity advertising for a small as well as a large company. Some of them are listed here:

1. They Influence Consumer Purchases
Lot of people have the attitude, "If the product is good enough for a celebrity, it's good enough for me." This philosophy is usually the driving force behind advertisements for makeup, skin creams, hair products, shoes, clothes etc. Consumers have a tendency of following popular celebrities and the latest trends they create on Social Media. Hence, celebrities end up influencing purchase decisions of many of their followers.

2. Help Build Brand Awareness / Recognition
Celebrities in advertising are excellent to build brand awareness and recognition. Brand awareness campaigns run with a celebrity yield results much more quickly than traditional advertising. Small businesses spend lots of money and time to enhance their brand awareness among their target consumers. The use of a local celebrity can be an effective method to enhance consumers' awareness and understanding of the offerings of the small business.

3. Help Position a Brand
Companies even use celebrities in advertising to position their brands. Celebrity endorsement to certain products perceived as a sign of reliability and trustworthiness by consumers. It helps place a company's products in the best possible light in the minds of a target group. For example, a small investment firm may use a well-respected and retired celebrity to market a retirement plan for people ages 50 and over. The fact that the celebrity falls in the consumers' age group and has a good reputation in the community makes the company's product and message more believable and trustworthy.

4. Help Attract New Users
A constant challenge faced by small companies is finding new users for their products. Local celebrities in advertising here help a lot by creating awareness about the said product across their large network and end up influencing those who have never tried the brand. The latter may be users of competitive brands. However, those who continually see the local celebrity in a commercial for a certain product may be convinced to try the product.

5. Breathe Life Into Failing Brand
The use of a celebrity in an advertisement sometimes also helps to breathe life into a failing brand. A small manufacturer might think about dropping a brand or product, especially if production and overhead costs are leaving little or no profit. However, the use of a celebrity to share benefits of the brand could help create new interest and excitement in consumers and thus generate new sales.