Celebrity Endorsement - Anita Kaur

It's a highly competitive world out there, so what is the best and most cost-effective way to get your product, service or brand noticed by the consumer? For many businesses, it seems asking a celebrity to advertise their products is the way forward.

Studies have proved that celebrities endorsing a brand can really increase consumers’ awareness of their products. It can also make the advert more memorable. Furthermore, celebrity endorsement makes the business seem more upmarket to customers and makes them think that the products shall be of high quality.Celebrity endorsement can also attract people who have aspiration to be famous themselves, as well as the famous person's existing fan base.

In order for product endorsement to be successful, the brand must select a celebrity that is appropriate for their product. For example, David Beckham is very famous, rich and respected, so Calvin Klein were right to ask him to advertise their products.

However, sometimes these products are how celebrities portray them - the owner of the product exaggerates what it can do. For example, Pantene face criticism when it was revealed that Cheryl Cole wore hair extensions when advertising their shampoo.

Ultimately, celebrity endorsement can be very effective when uses correctly. However, it is also allows big businesses to take advantage of some naive individuals.