. Kelly Carson is a well-known musician in South Africa and currently uses BeatyCab make
up products. The BeatyCab management is thinking of featuring her in their
advertisements. In your opinion, what would be the advantage of using this celebrity in
Celebrities naturally attract attention. Consumers easily remember advertisements and associates products with celebrities. Note that celebrity value transfers to products. In this case, she will be able to build credibility behind the launch and build brand awareness. The ability of consumers to recognize the celebrity using the product will build interest in the actual quality and performance of the product. As such, using the celebrity builds brand awareness, attracts new users, positions the product and influences consumer purchases.