Celebrity endorsement

Celebrity endorsement is one of the popularly use advertising persuasion that can effectively capture audiences’ attention, generate rapid advertising and brand awareness, impart credibility and aspirational values to build brand. However, selecting an inappropriate celebrity as a presenter or brand ambassador may not help the advertising and brand achieve the effectiveness. Before any brands signs on a celebrity to be their brand ambassador, they should consider  “celebrity credibility” which is comprised of three main qualifications as follows:

Essentials of the Right Celebrity Endorsements

Attractiveness of the celebrity: The celebrity should be attractive to the target audience in certain aspects like physical appearance, lifestyle, popularity, career achievement, and etc. The endorser’s attractiveness has been proven about enhancing recall of the ad and brand.

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1. Don’t call them old.

It’s a common mistake to break the population into two market segments-18-49 and everyone over 50. This is NOT the senior market. If you use a “G” word (Gramps or Granny), you’d better duck and cover. Baby Boomers consider themselves at least a decade younger than their chronological age; your marketing must reflect those youthful attitudes.

2. Boomers are extremely smart and savvy consumers.

They look for endorsements and industry ratings. Give them straight talk and avoid hype or spin. Appeal to them with thoughtful messages, not the hard-sell. And don’t try to fool them. Using 20-something models to sell wrinkle cream is insulting to anyone’s intelligence.

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