This is an ad running by Burger King features NASCAR champion Tony Stewart teaching a course to other celebrities that it is important to endorse brands they actually believe in. As for marketers, choosing the wrong person to endorse their products is risky. A brand usually has a personality as does the celebrity. If the two personality does not match, the campaign usually wont be as powerful as expected. By adopting celebrity endorsement for their products, marketers are actually conveying a message in their ad: “buy this product, because someone you admire recommends it”. The problem rises here: is the celebrity really “admired” by the customers in the target market? If the answer is no, the marketer is exposed to a risk that customers who don’t like the celebrity would be highly likely to switch to other products. The reason is that, by using the product, the customer is sending a message to people around her that she wants to affiliate to the celebrity who endorses the product, which is not what the customer want. Therefore, in order to run an effective ad, marketers should always do plenty research on target customers’ preferences and ensure that the celebrity and their products are a good fit.
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