Sorry if it’s trivial but I guess I miss something really basic in marketing which I can’t figure out.
Why seeing famous person X drinking beer Y on some ad should make me buy it? Is this person it’s known for his good taste in beer? Is the beer as anything related to his profession?
I just don’t get it why do you I care for famous people in ad.
I guess the only rational idea is that seeing familiar face will get much attention and eyes for a second on thay ad
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The idea is: familiar face + figure of authority. It’s like seeing someone you respect in your everyday-life approving of/ commiting to something (as long as you don’t hate the celebrity). As long as you don’t think much into it, it can influence you subconsciously, to the benefit of the advertised product.
As per Google, searching your same question: An advertisement featuring a celebrity will capture attention and increase awareness of a brand and thus benefit sales. It also gives out a persuasive message – the celebrity is seen to be benefitting from the product and, the inference is, so will the consumer.
People want to be associated with celebrities that they can’t meet socially so if they can’t meet them for real they will eat the biscuits they eat or use the insurance company they in theory are supposed to use.
There are a couple other things that haven’t been mentioned yet.
One is that a famous person has their reputation on the line.
Especially if a brand is not already well-known, just having the brand themselves (or some no-name actor) say “It’s great! Buy it!” doesn’t really mean much, because there’s no reason to trust what they say.
If a celebrity says “It’s great! Buy it!”, though, they’re putting their reputation on the line.
If the product is found out to actually be terrible, it’s not just the company that suffers: it’s the celebrity that suffers most of all, as that will affect their popularity and marketability for other projects.
(Some celebrities don’t really have anything left to lose, though, and/or are prone to bad life decisions, and will promote garbage anyway)
Another is the “halo effect”.
The halo effect is a psychological bias that says that if you like one aspect of something, you’re more likely to feel positively about other aspects of it.
Related to advertising, this means that if you like one part of an ad (like the celebrity), you might unconsciously be more receptive to the rest of what the ad is saying.
Because there are a lot of rubes out there that worship celebrities and try to be or act just like them. A lot of people also seem to think that just because someone is famous, they also happen to be very knowledgeable about anything and everything. So if a celebrity says something is a great product/service, a lot of people will just buy it.
So, using celebrity in advertising increases sales more than using nobodies.
90% of advertising is getting you to remember the brand. There are many ways of going about this, and associating the brand with someone you recognize (and like) is one of them.
Let’s use ketchup as an example. Say you’re at the store and need some ketchup, and there are two bottles left: One of Heinz, and one of some other brand you’ve never heard of. Everything else is identical: price, nutrition, size, etc. The only difference is the brand. Which one are you gonna pick? Most people will go with Heinz, because they’ve heard of it, and know it’s at least okay, while they see the other brand as rolling the dice.
And why have you heard of Heinz? Because you see tons of advertising through the years, full of various recognition methods, one of which is celebrity endorsement.
That’s most of the theory behind advertising and brand recognition, getting the edge over competitors.
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