Celebrities and Advertisement

Dr Dre endorsing his 'Dr Dre Beats Headphones'

Celebrities and advertising go hand in hand nowadays. Anything celebrities endorse or use themselves, we; general public seem to want to have that product. In a way fashion dictates us, people want to look attractive, it’s not just because they want to look beautiful or attract opposite sex also because for self-confidence and morale. So people think that whatever celebrities recommend are always of high standard and look pretty, but it isn’t always the case. For consumers when a product is endorsed by a celebrity price automatically becomes secondary, getting their hands on that product becomes primary. Because of this fact, many celebrities are producing their own range of products ranging from headphones to fashion wear, footwear and many more. Just by having their brand name can make an ordinary object extra ordinary and there are people who are taking benefit from it and we consumers aren’t realising the their true intention.

Polaroid appointed Lady Gaga as their Managing Director reason being if she’s on-board, she will help to boost their sales figure and gain more attention in public as well as in media. Adverts leads to greater sale but not anymore because of the recession people are more aware and think twice before they dig deep into their pockets. Here is a recent report that all is not well in the celebrity marketing industry;

2010's Worst Celebrity TV Ads by Negative Lift (Sink)
	Celebrity	Brand	Ad Title	Lift
1	Tiger Woods	Nike	Did You Learn Anything?	-30%
2	Lance Armstrong	Radio Shack	No Emoticons	-28%
3	Kenny Mayne	Gillette	Good Segment	-28%
4	Dale Earnhardt Jr.	Nationwide Auto Insurance	Coverage at the Right Price	-27%
5	Donald Trump	Macy's	Making Timmy a Mogul	-24%

Bibliography
http://www.brandingstrategyinsider.com/2011/02/celebrities-in-advertising-a-marketing-mistake.html