| The field of the consumer behavior is the study of | | | | flopped when she publicly admitted she rarely ate red |
| the individuals, groups/organization and the processes. | | | | meat. These examples are only a few of the |
| Although, numerous factors affect the buying | | | | problems with celebrity endorsement. Unfortunately, |
| decision process but the use of right Celebrity has | | | | there are hidden dangers when using celebrities. A |
| the great influence on the consumers. | | | | Celebrity’s consumer appeal may fade if the |
| Marketers pay millions to celebrities hoping that they | | | | celebrity disappears from the media spot light before |
| will bring magic to their brands they endorse and | | | | the end of his or her contract. |
| make them more appealing and successful. The | | | | If so many dangers abound, why use celebrities? |
| effectiveness of using a celebrity to endorse a | | | | Many advertisers feel that celebrities make an |
| firm’s product can generally be improved by | | | | advertisement more effective. The use of celebrity |
| matching the image of the celebrity with the | | | | has demonstrated to lead to higher recall of an |
| personality of the product and the actual or desired | | | | advertisement. For example in early 2001, Revlon |
| concept of the target market. There is a high | | | | ceased using celebrity models and hired relative |
| correlation between the appearance, knowledge, | | | | unknowns for their Ad campaigns, thinking women |
| liking, credibility, and advertising believability and | | | | wanted models to whom they could relate more |
| purchase intentions. | | | | easily. In November 2001, they reversed this decision |
| The theory behind the use of celebrity is that | | | | and started hiring celebrities such as Julianne Moore |
| featuring stars in advertising has special cultural | | | | and Halle Berry, after losing 10.6 percent of the |
| significance, born from the unique way they have | | | | cosmetics market share over the previous year. |
| constructed an image through various forms of | | | | The above examples reflect the importance of the |
| media. In associating the celebrities with the product, | | | | celebrities in the product association and their effects. |
| these special meanings are passed on the products | | | | Marketers must be comprehended before the |
| or brands. In a competitive market, a famous face | | | | selection of the celebrities. For example, a make-up |
| can give a brand an added appeal and helps it to | | | | company may target both young and old women, |
| stand out. Celebrities have particular configurations of | | | | and the aspirational celebrity chosen for younger |
| meanings that cannot found elsewhere. | | | | women may be non-aspirational for the older women. |
| Sports celebrities are often popular, picks to | | | | Consumers who have used brand associations to |
| endorsers of everything from apparel to vehicles. For | | | | construct their self-identities may be more brands |
| example Nike used basketball star Michael Jordan as | | | | loyal and less likely to switch to competitors’ |
| spoke person since 1985 and the Air Jordan line was | | | | brands in response to price cuts, special displays, |
| still selling. In December of 2000, Venus Williams | | | | bundling tactics and coupons. |
| signed the most lucrative endorsement deal ever for | | | | To assess the effectiveness of a celebrity |
| a female athlete when she agreed to a three-year | | | | endorsement, all three elements must be taken into |
| deal with the Reebok international reportedly worth | | | | consideration celebrity image, brand image and |
| $40 million. | | | | consumer aspirations. |
| Another popular industry from which to draw | | | | The celebrities can be used to reduce the conflict |
| celebrity endorsers is the music industry. One of the | | | | between the nations or a country. Adnan Sami live in |
| famous singer Britney Spears was singing her way | | | | India and Annie in Pakistan; both were appeared |
| through Pepsi commercials in 2005. Adnan Sami | | | | together in the Pepsi commercial. Pepsi introduced |
| performed the same process in Asian market for the | | | | this Ad in both of the markets of Pakistan and India. |
| Pepsi Ad. Along the same lines, companies often use | | | | Such type of Ads shows the good relation between |
| actors, actresses and supermodels to endorse their | | | | the countries or nations. |
| products. | | | | Right use of Celebrity plays a vital role for the |
| However, in addition to the exorbitant costs, there | | | | success of the brand along its advertising over the |
| are risks and danger associated with the use of | | | | target market. Selection of Celebrity requires a |
| celebrities in advertising. The best laid plan can still | | | | detailed study to predict its affects on the target |
| backfire. Pepsi signed up Madonna for several million | | | | market. Companies must have to conduct the |
| dollars in order to feature her in Pepsi campaign. Then | | | | complete research process before the selection of |
| controversy over the religious imagery in | | | | the Celebrity for their desired association with the |
| Madonna’s “Prayer” video led to the | | | | product, especially in Fast Moving Consumer Goods |
| threat of a consumer boycott and Pepsi lost $10 | | | | (FMCG) celebrities’ selection which becomes |
| million. Cybill shepherd’s Ad for the beef industry | | | | more critical. |
