Factors considered when deciding which celebrity to use for product endorsement varies on how the celebrity will be used (Aaker & McLoughlin, 2010). For instance, the celebrities can be used as an added interest to a company’s advertising campaign, or as the central feature of the advertising campaign. The main factors that are always considered when selecting an endorser include the profession, credibility, availability, prior endorsement, physical attractiveness, popularity, controversy risks, product match, values, and the target audience match of the celebrity. Additional factors such as the cost of obtaining the celebrity and whether the celebrity is a brand user can also be considered.
Attractiveness implies the physical appearance of the celebrity, his likeability, personality, and similarity to the target audience for that particular product. This is mainly due to the perceived social value of the source. Celebrities who are physically attractive are more likely to convince buyers or build the image of a brand. According to the article, the Beckham brand was further established because of his model looks and his image of being a family man. Women could easily see him as a glamorous and good-looking man while appreciated his skillful nature.
From the article, it is clear that companies have to seriously consider the risks of endorsement. Having a celebrity endorse a product is a big risk because the marketer may not be able to control the future behaviors and actions of the celebrity. In the event that their celebrity endorsers begin to experience negative publicity, companies can respond through various strategic options. Since research has shown that celebrity negative publicity can ruin a brand image, the best response option is to stop further endorsement from the particular celebrity.
Christiano Ronaldo is currently the highest-earning footballer from club salary and second from endorsement. He still has a lot of potential for further sponsorship because he is marketable. He meets most of the checklist that marketers would use to decide on a celebrity figure for endorsing their products. Currently, he is the athlete with the highest number of fans and followers on social media which makes him very popular compared to other athletes. He plays soccer, which is currently the world’s most popular sport. This increases his appeal to markets in South America, North America, Europe, Asia, and Africa. Additionally, he has always been rated either first or second when it comes to best players in the world of football, implying that he does not disappoint his fans and he is likely to remain popular for a long period.
References
Aaker, D. & McLoughlin, D., 2010. Strategic Marketing Management: Global Perspective, J Wiley & Sons, New Jersey.