Although celebrities can be effective in gaining attention and influencing consumers, there are some factors that must be considered before deciding to use them. These are:
Overshadowing the product – advertisers should select a celebrity spokesperson who will attract attention and enhance the sales message, but not overshadow the brand.
Overexposure – consumers can become skeptical when a celebrity endorses too many products or companies and becomes overexposed.
Target audiences’ receptivity – it is important for marketers to select a celebrity endorser who matches and is well received by the advertiser’s target audience.
Risk to the advertiser – the advertiser needs to select an endorser who will not embarrass the company. Researching the celebrity’s personal life and background to reduce this risk is becoming common.