Marketing values have changed throughout the years as well. Brands need to provide tools to help consumers validate the individual fit of a product or service for their individual situation. And most consumers know it. At the end of the day, a brand must let consumers know why to buy their products, not the celebrity. They are the ones that need to advice, convince and help shoppers decide, not the celebrity.
Ada is Senior Content and Web Strategist at zoovu. Latest Articles. Ecommerce Checkout: What is Search Relevance? Product Finder vs.
Previous Next. Why outdated search experiences repel your customers July 2, Conversational Commerce Is The Now. Is Your Business Ready? November 8, Search for:. The Psychology behind Celebrity Endorsements and Consumer Decisions A Taiwanese study shows that consumers show greater recall of products that have been endorsed by celebrities — regardless of whether they are actual fans or not.
Nielsen Report — Global Trust in Advertising Brands are taking advantage of that by increasingly utilizing the social media communities of celebrities. These professionals might contact celebrities with endorsement offers, create budget scenarios for celebrity campaigns, and promote merchandising for a brand.
Learn more about Promotions Consultants. Advertising Executive As the primary professional in charge of a campaign, an advertising executive typically meets with celebrities in person to hammer out endorsement deals and create lasting partnerships. Using information provided by consultants and market researchers, they guide advertising campaigns from their inception to hopefully successful completion.
Learn more about Advertising Executives. Marketing with Celebrities How to use Celebrities in Advertising. All Consumer Psychology Marketing with Celebrities. Last Updated: December 5, The Psychology of Marketing with Celebrities Why use celebrities in advertisements? What is classical conditioning? Choosing the right celebrity for your campaign Exploring why we have a psychological attraction to celebrities. Desire to Increase Attractiveness: Look more attractive with this sleek, modern camera used by Ashton Kutcher.
Chanell ft. Brad Pitt A black and white picture of Brad Pitt standing halfway in and out of his house, wearing a tuxedo and sipping a drink. A bottle of Chanel No. Negative Information Negative events, situations, or characteristics consumers associate with a celebrity. Celebrity Credibility Can the celebrity be trusted as a credible source of information about a product? Celebrity Expertise Does the celebrity have experience in this area?
Celebrity Trustworthiness The degree of confidence consumers place in a celebrity. The use of a local celebrity can do much to enhance consumers' awareness and understanding of what a small business offers. Some small companies use celebrities in advertising to position their brands. Product positioning is placing a company's products in the best possible light in the minds of a target group. For example, a small investment firm may use a well-respected and retired local disc jockey to market a retirement plan for people ages 50 and over.
The fact that the disc jockey falls in the consumers' age group and has a good reputation in the community makes the company's product and message more believable. One challenge small companies face is finding new users for their products. Local celebrities in advertising appeal to customers as well as those who have never tried the brand.
The latter may be users of competitive brands. However, those who continually see the local celebrity in a commercial for a certain product may be convinced to try the product.
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