In recent years, corporate brands have turned increasingly to Hollywood celebrities to sell their products. Stars appear in 15 – 20 percent of all ads every year, says Millward Brown, a marketing research agency.
The right celebrity touch can add huge value to brand. According to Ad Age, research of the impact of celebrities shows that sales for some brands have jumped 20 percent or more. Some companies reported stock increases of .25% or more on the day the deal was sealed and announced.
“Famous people have always made excellent salesmen,” affirms marketing-schools.org. “Presenting a familiar face is one of the fastest and easiest ways for companies to create brand associations in the minds of consumers. When a widely loved actor or a heroic sports figure endorses a product, that product gains immediate credibility.”
A celebrity’s involvement can range from the celeb using the product personally and enjoying it, to embracing the image of the brand, thus relying on the celebrity’s reputation to market the product or service. And according to the New York Times, the reason for engaging celebrities is simple: “Celebrity sells.”
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