There are a number of reasons why celebrity endorsements in advertising are so common. A celebrity endorsement can help build trust with current and potential customers, increase the chances of the brand being remembered, and attract a new type of audience. Endorsements also may increase the consumer's desire for a product. This is often achieved by implying that the particular celebrity is successful, talented, or attractive at least partly because of the product.
Endorsements are a common tool among manufacturers of retail products. There are a number of reasons for this, but one of the most important is credibility and trust. Many people hold certain celebrities in high regard, so an endorsement of a product instantly increases the amount of trust the consumer has in the brand. This can sometimes work against the brand, however, if the celebrity starts to receive negative press.
Another important reason why celebrity endorsements are so common in advertising is brand recall. There are a huge number of products being marketed to consumers all the time, so it’s essential for a brand to find a way to stand out in the crowd and be remembered. If a customer sees an advertisement involving his or her favorite celebrity endorsing a particular product, then his or her chances of remembering that product are greatly increased.
Celebrity endorsements also are useful for attracting new customers to a brand that otherwise may not have held any interest for the consumer. If, for example, a product has traditionally been marketed to elderly people, then people in other age brackets may be reluctant to try it. A brand can try to rectify this problem by using a celebrity who is associated with a particular age group or demographic.
Many people idolize certain celebrities for their sporting achievements, appearance, or other talents. Advertisers often use this to sell products that claim to have a particular effect. Skin care products, for example, are commonly endorsed by an attractive celebrity with seemingly perfect skin.
There are a variety of other effects of celebrity endorsements in advertising. A brand that gains a high-profile celebrity's endorsement may, for example, receive greater media coverage than if it had run a standard advertising campaign. A celebrity endorsement also can help to bring an older product, perhaps with consistently decreasing sales, into the modern day. Endorsements don’t always have a positive effect, however, which is why it’s essential to choose a celebrity who is likely to have the desired effect on the product’s target audience.