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.

Question

Quizplus · Accepted Answer

The statement that is true of celebrity endorsements is that advertisers should select a celebrity spokesperson who will attract attention and enhance the sales message, yet not overshadow the company's brand. This is because the effectiveness of a celebrity endorsement depends on the fit between the celebrity and the brand, and the level of trust and credibility the celebrity has with the target audience. Choosing a celebrity that is too controversial or whose personal image does not align with the brand can backfire and harm the brand's reputation.

Which of the Following Statements Is True of Celebrity Endorsements