Bio in 2014 in his article entitled Save Your Money: Celebrity Endorsement Not Worth the Cost mentioned the probable cost aftermath of using celebrity endorsement. He shared that although the use of celebrity endorsement may draw a (temporary) huge following for a product, it may also take a toll on the company’s bank account. This is due to the obvious payment demand of having big celebrities endorse a product. The concept of using celebrities for endorsement came from their undeniable legion of fans and not to mention media coverage. Celebrities have social influence especially to people who follow them religiously. But, at the same time that celebrities can bring attention because of their popularity they can also cause bad light to the product especially when they are involved in scandals. Issues and scandals bring profit to tabloids and gossip websites but not to the companies using the celebrity as their main endorser.
Bio further added that the influence of celebrities to their fans may only last for a certain number of years, meaning it is temporary. Instead of focusing on temporary marketing, he mentioned that industries must now focus on living cost-effective imprints in the market. Undoubtedly, there are benefits of having celebrities as endorsers because their popularity alone sells the product. However, there are also instances wherein the move of making them linked to products may also crash and burn in the disadvantage of the company. The image of a celebrity changes due to the involvement she or he may have throughout his or her career. If a product is linked to celebrities with bad public reputation, then maybe the investment may not be worth the hefty amount.
Bio R. Save Your Money: Celebrity Endorsement Not Worth the Cost. Forbes Magazine. 31 Jan 2014