5. Celebrity Endorsements
- Using a celebrity to endorse your product has many advantages and pitfalls.
- Celebrity endorsement works well for instant brand recognition, conveying brand personality and has a powerful effect on brand awareness if used across media.
- Choose a celebrity who has a recognizable voice - research showns that listeners don't notice 50% of the celebrities used in radio advertising.
- Listeners become cynical if the celebrity is endorsing a product unrelated to their area or if they don't sound natural.
- If possible, try to secure exclusivity for your brand, celebrities often represent several products at the same time.
- Be aware that it's impossible to control the behavior of celebrities and the type of publicity they may create.