Credibility: Approval of a brand by a star fosters a sense of trust for that brand among the target audience

Attracts Attention: Celebrities ensure attention of the target group by breaking the clutter of advertisements and making the ad and the brand more noticeable.

Associative Benefit: A celebrity's preference for a brand gives out a persuasive message - because the celebrity is benefiting from the brand, the consumer will also benefit.

As we know that all the three attributes if measured on the quantitative basis will always prove to be more reliable source rather than any other methods used. Quantitative methods of selection can measure the minutest details of any celebrity, and therefore, the risk involved in choosing the celebrity can be used for developing a successful campaign.

Selecting a celebrity involves a lot of financial risk. At some point in the decision to use celebrity endorsers, advertisers have to consider the cost effectiveness of their choice. The endorser who appears to have the highest potential, tend to be the most popular, and therefore, the most expensive to hire as an endorser. The demand for entertainment and sports celebrities has increased, and these individuals are sometimes very expensive to use as endorsers. In this situation, the advertiser must decide whether the celebrity is worth the investment. This decision of celebrity selection can only be measured on quantitative terms, therefore, it can be said that quantitative method of selection is an important and essential criteria for celebrity selection.

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* Contributed by -
Mala Tandon,
Branch Sales Manager, ICICI Bank,
Sudeep Mehrotra,
IIM Lucknow.