Celebrity endorsement is a global phenomenon. It has assumed paramount importance in the practice of ‘message seeding’ amongst brands.
Brand advertisers and service based companies are recognizing celebrity influencer programs as a much more efficient method of reaching audiences.
‘ADVERtainment’ can be quantified as an effective means of raising a brands awareness, appeal and has a direct effect on the consumer purchasing behavior and the overall brand affinity.
The marriage between brand-and-celebrity can be effective on a large global scale as much as on smaller localized efforts.
Moreover celebrity partnerships can go beyond an advertisement to include personal appearances, wear-and-boost the product, performance – entertain, host … etc., The integration is ‘seamless’, the effects – surpassing the brand KPI’s.