Advertising with celebrities.

Celebrities have strong personal brands, and it is common that companies take advantage of this and use celebritities for advertising their own brands. Since celebritites are well-known for consumers, they get attention. Consumers are familiar with their appearance, their activities (how they became famous) and know what they stand for.

Also, celebrities in ads often catch media's attention as well and can contribute to PR for your company.

Rick Suttle writes about advantages that are created for companies when they use celebrities in their advertising. (find the whole article here)

1. Influence consumer purchases
The affinity consumers have for certain celebrities can greatly influence their purchases. Let's say a consumer admires Cameron Diaz and want to be like her. When this consumer sees Cameron Diaz in an ad for a specific fashion brand, he or she creates a positive attitude towards the brand as well, and a willingness to buy from that brand in order to be more like his/her role model. 

2. Build awareness
Celebrities in ads contribute to increased awareness of the company's brand. Celebrities catch consumers' attention, and by using celebs in your ads - your brand gets their attention as well.

3. Position a brand
Product positioning is about placing a product/service in the best possible light in target consumers' minds. A company can succeed with its positioning to the right target group, if they use a celebrity that consumers admire and can related to. If consumers admire the celebrity, they can feel that the company's brand share the celebrity's values and characteristics. 

4. Attract new users
A company can use a celebrity in its ads to attract new customer segments. Let's say a group of consumers admires a specific celebrity. If this celebrity are used in an ad for a specific company, these consumers can become interested to try it. 

5. Breathe life into failing brand
Celebrities can create new interest for a specific brand among consumers. If consumers admire Britney Spears and they suddently see her in an ad for a soft drink brand, they can become interested in the brand even if they have not been interested before.


CELEBRITIES IN ADS







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