THE CURRENT STATUS OF CELEBRITY ENDORSEMENTS IN ADVERTISING

In advertisements celebrity endorsements are considered a time tested successful tool. It increases recall value and positively reinforces the product in the minds of the consumer. The attributes attached to the celebrity automatically gets transferred to the product and the consumer starts to view in the product in a positive light. Casting a celebrity in advertisements does not guarantee high sales. Completely banking on a celebrity to boost sales is not a viable plan of action. There are many underlying process that needs to be observed and followed before using celebrities as advertising strategy. Most of the advertisements seem to be violating these processes at present. Currently most of the advertisements are dominated by celebrities. List of endorsement by a single celebrity is getting longer. The consumer is getting confused and it is becoming increasingly hard to recall who is endorsing what product. This may result in the change of influence that had been harnessed by a celebrity till now.