The advertising and marketing industry have been using celebrities since the early 1800s to represent their products or services, approximately 20% of all TV commercials feature a celebrity. Furthermore, they have noticed an increase in product recognition, sales and customer attention when a celebrity is used, due to the image the celebrity presents advertisers try to correlate the product with the celebrity’s fame, personality and charisma allowing the customers to identify themselves through personal interaction with the star. Celebrities are highly effective in advertising because most of the clients already have a platonic relationship or have some sort of familiarization with the celebrity which creates trust and thus confidence in the product.
Companies unfortunately don’t possess an integrated system nor a data base with all available celebrity information from which it would allow them to select the most compatible one for their product. Therefore, they hire an intermediary that takes care of that for them. This is where HMG comes in; they have elaborated a complex database where they have filed everything from political inclinations to personality profiles regarding celebrities. Their mission is to present the most appropriate celebrities that connect with the product and offers an image that can enhance the product placement and opportunities. In addition, HMG also has a list and range of prices that celebrities charge for their endorsements which presents a tactical benefit in planning and budgeting any company’s advertisement plan.
Having a celebrity endorsing your product is always going to improve awareness when it comes to captivating customer attention. Like said earlier before, in today world of advertising it’s almost a requirement to have a celebrity on board with your product and even more if your competition has one. A familiar face is always going to be swiftly recognized and accepted. Furthermore, the product is going to be considered in a more a personal matter due to your existing thoughts and image of the celebrity. For example, if there is a commercial regarding the promotion and sale of an exercise machine with a group of regular athletic persons you would probably just breeze through the channels just as you always have. In contrast, if it were Jessica Biel, Megan Fox and Kim Kardashian promoting the exercise machine, I guarantee you that not only you will stop to watch the complete program but you’ll end up picking up the phone and ordering the product.
