What are the advantages and disadvantages of celebrity advertising?

One of the advantages of celebrity advertising:

1, attract attention, continuous exposure

Whether appearing on the TV screen or subway station, the star's eye-catching ability is much higher than the average person, the star can bring attention to a high degree of attention, so see some shopping malls opening, brand launch and even the building will be invited to the stage of the star, the star comes with the flow.

2, to promote the conversion

The use of celebrity influence to attract attention is the first step, the star endorsement can increase the consumer's goodwill towards the brand, so as to increase the confidence for the brand, the use of the fan economy to increase the conversion.

3, enhance the brand connotation

Enhance the brand connotation of advertising, the premise is that the brand itself has connotation.

Two, the disadvantages of celebrity advertising:

1, the confusion of commodity image

Since celebrities have a high rate of eye-catching, often distracting people's attention to the advertised goods, it is easy to dominate the main event: the survey results found that in the celebrity advertisement, remembering the image of celebrities accounted for 82%, remembering the name of the product trademark accounted for 49%, and remembering the wrong or confusing the image of the goods accounted for 45%. The data suggests that consumers are more likely to remember the personal image of the celebrity, while ignoring the product itself.

2, the feeling of untrustworthiness

If the celebrity and the advertised product do not have any intrinsic or obvious connection, it will form a far-fetched, untrustworthy feeling: some companies often find some irrelevant celebrities endorsement, making the credibility of celebrity advertisements and the influence of the decline.

3, the bad image of celebrities and enterprises

Star personal image is uneven, once their social reputation is bad, may affect the product, and thus for businesses, it is important to choose the right celebrity, otherwise there may be hidden problems.

4, celebrity advertising is easy to put the cart before the horse

Celebrity advertising will focus on the celebrity spent on the quality of advertising is poor, the content of the ads lack of novelty, the ads are not much attention to creativity and other aspects of the ads, the quality of advertising is likely to be low.

5, increase the cost of business

Entering the celebrity requires a large sum of money, high endorsement fees and promotional fees, for the enterprise to bring great economic pressure, so that the general small and medium-sized enterprises can not afford.