1.
Most marketers choose an advertising spokesperson or source with high credibility. However,
there are some reasons why it may be unnecessary or detrimental to use a source who is high in
credibility:
- The cost of acquiring the celebrity
- The celebrity’s match with the target audience and the product/service or brand
- The risk of controversy between the spokesperson and the products
- The celebrity’s familiarity and likability among the target audience
- The celebrity may overshadow the product being endorsed
- The celebrity may be overexposed, reducing his or her credibility
- The target audience may not be receptive to celebrity endorsers
- The celebrity’s behavior may pose a risk to the company
2.
Companies like P&G and KF have found success by increasing their integrated marketing
communications budget even during recession. Here are some reasons that leading to their
success:
- They consider money using in IMC plan is an investment for the future and it will be return.
- Continuing advertising helps in sustaining market leadership
- Maintain brand value and protect brand value through time, leading to a better customer
relationship.
- Leads toa positive customer perception about the credibility of the brand being advertised
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