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Article Summary The Use of Celebrity Endorsements Can Be a Good Way

question 278

Multiple Choice

Article Summary
The use of celebrity endorsements can be a good way to promote a brand, as long as the brand fits the celebrity. The article discusses three reasons why a company should use celebrity endorsements:
1. Celebrities have a large range of followers, giving them the ability to build brand equity which created product differentiation to consumers.
2. Companies can reach a global audience since celebrities have worldwide fan bases, and an endorsement can link the product to a celebrity's skills, making fans feel closer to and more like the celebrity.
3. Celebrity endorsements increase consumers' awareness of a product, since consumers are more likely to remember an ad linked to a celebrity.
However, not all celebrities are the right fit for all products. Endorsements can backfire if the celebrities are promoting something they would never use, giving the impression of nothing more than a sponsored advertisement.
Source: Erika Warne, "Why Brands Should Use Celebrity Endorsements," weareanthology.com, April 20, 2017.
-Refer to the Article Summary.Economists refer to an increase in sales due to celebrity endorsements as being the result of

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Definitions:

Accounting Role

The function or position that involves recording, summarizing, and reporting financial transactions to ensure accurate financial management and compliance with accounting standards.

Economic Condition

The state of a country or region's economy at a given time, including factors like growth rate, inflation, and unemployment.

Revenue Excess

Typically refers to the situation where the revenues exceed the expenses within a given period, leading to a positive income.

Expenses Incurred

Costs that have been realized in the course of business operations, regardless of payment status.