Advertising
Amongst marketing management, there is a pretty broad division about the cost-effectiveness of using celebrities. Some people are really on it, and some are really off. It depends on the celebrity used and the product they are endorsing.
When a marketing manager has to select the right person for the advertisement, they have a lot of factors they need to take into account, because that person is now representing the brands image. For example, if Nike hires a sports star that is on top of their game, and dominating other players, it gives Nike an image of being better than other brands. But if Nike gets someone who is arrested the next day for drug abuse for example, it doesn?t make Nikes image seem respectable. The endorser needs to select famous people, who have similar life styles to the brand image that is to be portrayed.
The consumers are much smarter than advertising agencies give them credit to be. Consumers know that they will not become better people over night, for consuming a certain type of product. This is why some marketing advertisers put off high paid celebrities in their commercials. To
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