Selecting Celebrity Endorser

It seems to be clear that even though using celebrity endorser is able to generate list of benefits such as creating much stronger awareness and interest, the company should not therefore overlook some factors of consideration in order to gives a better result on building audience’s desire and force an action. Otherwise, the company might face some possible problem that might harm its brand image.

The first consideration is attractiveness of celebrity. Second, in order to deal with series of problems, such as the changing image or the downfall of celebrity’s reputation, company should consider about the credibility of the celebrity before choosing one. Third, the celebrity relevancy between the product or brand, the celebrity and the consumers should be having a strong linkage. It is also should be considered of who the audience and the target market are. Otherwise, it will be difficult to influence consumers. Forth, is the celebrity expertise, instead of just using random celebrity, choosing the one who has real knowledge of the brand and have strong connection to the brand might gives a better potential for audiences to believe. Fifth, last but not least, is the ability to obtain the celebrity. Without cost consideration to obtain and the like hood of acquiring the celebrity, all the strategy can never be happened. (daisy)