What are the benefits of celebrity-based campaigns?

This Knowledge Point article argues that the right celebrity, used in the right way, can undoubtedly be a powerful brand asset.

What are the benefits of celebrity-based campaigns?

WHO USES CELEBRITIES?

The use of celebrities in advertising varies enormously around the world. It's highest in Japan, Korea and China, where over 20 percent of TV ads feature celebrities, and lowest in Sweden, Denmark and Canada, where the proportion is under 5 percent. In both the U.K. and the U.S., the use of celebrities has increased since 2000.

There is no pattern of celebrity use by category, as this comparison of U.S. and U.K. data shows.

There is no consistent pattern by category on use of Celebrity in Ads – % of...

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