Celebrities are often used in advertising through endorsements, product lines, commercials, and product placement. They can also be featured in cause pitches and social marketing. Co-branding and point-of-sale displays are other ways to collaborate with celebrities for marketing purposes.
Celebrity publicity comes in the form of endorsements such as spokespersons, publicity, branding, product design and positioning. A common form is the use of celebrities in print and commercial advertisements or as a spokesperson for a cause. Another type of celebrity advertising is the use of the celebrity’s name on a product line, such as clothing, perfume, cosmetics, and fitness equipment. Products can also be used in media such as album covers, music videos and dramatic productions.
A prevalent form of celebrity advertising is using stars in commercials for products and services. These commercials usually involve a script that communicates the celebrity’s rationale for using the product. For example, instead of just showing the celebrity using the product, the celebrity will state why they use it. In some cases, a celebrity might even share a personal account of how that product helped solve a specific problem.
Commercials often use celebrities to endorse products, services, or causes. The celebrity is the featured spokesperson in the infomercial and may interview other unknown users of the product. Cause pitches or social marketing may involve using the celebrity’s image in all promotional materials and their participation in some of the cause’s events. For example, a spokesperson for a breast cancer organization might participate in some of the organization’s walks to raise money and awareness of the disease.
Those who have achieved notoriety and fame may also choose to partner with companies to market products. This form of celebrity advertising often uses the star’s name as the branding of the product. Your name can become the brand itself or be used as part of it. For example, a clothing line might state that it was designed by the celebrity, while a perfume might simply be branded with the celebrity’s nickname.
Another more subtle form of celebrity advertising is the use of product placement. Musicians may feature certain brands and types of products in the media they produce. Celebrities can wear a designer’s clothes to high-profile events and mention the designer’s name to journalists. Companies can partner with celebrities to agree to feature each other’s products in their media.
Similar to co-branding, the company can produce a commercial that uses footage of the star’s latest project and shows him using the company’s product. A promotional campaign that includes the use of point-of-sale displays can feature the celebrity image and artwork. With this type of collaboration, the consumer is exposed to both products simultaneously, with the hope of stimulating sales of both the celebrity’s work and the company’s product.
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