Case Study On Celebrity Endorsement

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SELECTING CELEBRITIES IN ADVERTISING: THE CASE OF LITHUANIAN SPORTS CELEBRITY IN NON SPORT PRODUCT
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Jurate Banyte, Egle Stonkiene, Zaneta Piligrimiene
The use of celebrities in advertisements is one of the common and well known forms of advertising and continues to prevail. 20-25%of all advertisements constitute of a celebrity. Using celebrities in ads benefits the ad ratings and profits the company’s financial value. There are several reasons for why people prefer celebrity endorsement- introduction to a new brand, brand positioning, and brand awareness. Selection of celebrities for the required ad has been one of the issues of interest of the researchers. The authors analyzed the various reasons for celebrity endorsements …show more content…

its said that celebrity endorsements are more effective when the consumers are passive and not interested.
Risk of using celebrity endorsements: there are 3 kinds of risks relating to the use of celebrity endorsements:
- Celebrity-related risks: basically this tells us that if the image of the celebrity is negative or in known for playing negative roles then it shall impact the image of the product or the brand too. At times a celebrity may no longer continue to endorse the brand due to personal injuries and in this case the company might face problems in putting across the right meaning of the brand to its audiences.
- Product-related risk : it’s when there is too much attention being given to the celebrity than the product that needs to be endorsed people might lose focus on the brand. Also if there are too many products that are being endorsed by a celebrity it may create confusion amongst the audiences thereby leading to loss of brand identity.
- Financial and other risks: at times a particular celebrity might be too expensive for the advertisement so therefore in such a case the company needs to decide if whether the celebrity is worth the

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