Advantage and disadvantage of celebrity marketing

Advantage and disadvantage of celebrity marketing

The use of famous individuals in marketing is premised on the assumption that the endorsement of the product by the person communicates to potential customers and followers that the product is suitable for them. It is important that the person used for marketing, possess adequate knowledge of the product, and is trustworthy (Fleck et al., 2012).  Furthermore, a famous person must be attractive and likable by the target population.

Celebrity endorsement is one of the most commonly used modern marketing techniques.  Celebrity endorsement is designed to communicate that the famous person uses and likes the product. One of the significant shortcomings of celebrity endorsement is a failure to deliver the expected value to the company (Amos et al., 2018). Another problem arises if the celebrity fails to effectively handle the pressure that comes with fame, resulting in antisocial behavior, leading to negative sentiment against a product (Han & Yazdanifard, 2015). Sometimes, celebrity endorsement flops, if the consumer develops skepticism about the celebrity relation with the brand (Eisend & Langner, 2010). In such a case, the celebrity values and behavior, as known by the public, are not consistent with product functionality.

Advertising using famous persons is another form of modern marketing technique. A good example is a famous musician or radio personality directly persuading consumers to purchase a product.  The significant advantage of this marketing technique is it allows the renowned person to convince consumers to buy the product instantly. An advertisement conveys the message but does not tie the product with the celebrity’s character or actions (Mohamed & Mohamed, 2011). More so, an ad can have different persons. Hence the fate of the product does not depend on the popularity of one individual.

References

Amos, C., Holmes, G., & Strutton, D. (2008). Celebrity endorser source effects and effectiveness in advertising: A quantitative synthesis. International Journal of Advertising, 27, 209-34.

Eisend, M., & Langner, T. (2010). Immediate and delayed advertising effects of celebrity endorsers’ attractiveness and expertise. International journal of advertising, 29(4), 527-546.

Fleck, N., Korchia, M., & Le Roy, I. (2012). Celebrities in advertising: looking for congruence or likability?. Psychology & Marketing, 29(9), 651-662.

Han, O. W., & Yazdanifard, R. (2015). The Review of the Effectiveness of Celebrity Advertising that Influence Consumer’ s Perception and Buying Behavior. Global Journal of Management and Business Research.

Mohammad, O. A. Z., & Mohammad, T. B. (2011). The effect of using celebrities in advertising on the buying decision: Empirical study on students in Jerash private university. American Journal of Scientific Research, 13, 59-70.