Framework for Selecting Celebrity Endorsers

Competition rules the world not only in business but also in other fields. To face this competition, corporates follows different strategies to distinguish their products from their counterpart. Same companies follow sales promotion strategies to retain their place in the market and others adopt innovative advertising strategies. Advertising, with its various forms, can easily penetrate into larger audience. However, getting immediate attention of audience is a prime task for any corporate in their advertising process. Celebrities are the new tools used by them to easily persuade the consumers.
Celebrities are famous personalities who are well known to the public. Because of their fame, celebrities serve not only to create and maintain but also to achieve high recall rates for communication messages in today's high media cluttered environment (Friedman and Friedman, 1979; Croft et al .1996). Over the past decade, the use of celebrities in advertising has been increasing widely. In 1979, celebrity endorsers' use in commercials was estimated as one in every six advertisements (Howard 1979). By 1988, estimates were one.
In five (Motavalli, 1988) and Shimp (1997) claimed that around 25 percent of all U.S. based commercials utilize celebrities. The percentage is bound to increase in the forthcoming years.