Which of the following statements is true of celebrity endorsements? A. Consumer

Question

Which of the following statements is true of celebrity endorsements? A. Consumers who are very knowledgeable about a product or service tend to be most persuaded by celebrity endorsers. B. When a celebrity endorses several products simultaneously, it leads to enhanced popularity of the celebrity and also results in increased sales of all the products the celebrity endorses. C. Advertisers should select a celebrity spokesperson who will attract attention and enhance the sales message, yet not overshadow the company's brand. D. Typically, the use of celebrity endorsers is highest among news and business publications. E. Marketers do not have to worry about the personal image of celebrities while choosing one to endorse a product or a service.

Explanation / Answer

Correct Answer is option C. Advertisers should select a celebrity spokesperson who will attract attention and enhance the sales message, yet not overshadow the company's brand.

These are the reasons behind celebrity endorsements -

Attract attention: The benefits of using celebrities to endorse products are that the celebrities attract attention. Celebrities have a lot of appeal because of their fame and because the public is curious about them. As a result, people are more likely to read an ad, watch a commercial, or attend a special event featuring a celebrity rather than an ordinary, unknown person.

Build Awareness: A new brand can benefit greatly if a celebrity endorses it. It can attract the customer’s attention and curiosity to see what product is being endorsed. Research has shown consumers have a higher level of message recall for products that are endorsed by celebrities.

Quick Connect: The communication process tends to speed up due to the more presence of a celebrity. This is because the star carrying the message tends to click with the customer more. Because of likeability, recall attractiveness and creditability thereby helping the company to clearly and quickly pass on the message to the target customers.

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