8/25/2017 Using Celebrities in Radio Commercials: How to Make the Most of Well Known Voices on AdsRead NowIn common with most other aspects of radio and despite what others may tell you, there are no rules on in choosing the right celebrities for a radio campaign or a radio advertiser. There are some choices and some production techniques that work better than others, and some that don’t work at all. There are some voice-overs, celebrities among them that will work better for some clients than others, and some celebrities that just can’t read radio commercials.
The Celebrity Challenge Sometimes called celebrity endorsement or testimonial, choosing just exactly who should be the voice of the company or brand, or even if this creative idea results in the chosen celebrity also becoming the ‘face’ of the company or product is an area fraught with potential challenges. Consider these:
The Types of Celebrities Depending on which industry media is to be believed the use of celebrity endorsement in the media is either on the rise or in decline, and each will give percentage points to back up their argument. There is however no disputing the steep increase in the number of celebrities available and willing to ‘front’ advertising campaigns for payment for varying amounts of money. The catch all phrase of ‘celebrity’ needs some reasonable delineation. There are:
Types of Personalities It’s essential to also consider how the personality fits the product or brand being advertised, and the reasoning behind any choice. This is the area where any element of star gazing is left far behind and a decision is made on the grounds of advertising effectiveness. Any choice wrongly determined by personal favouritism may affect all aspects of the advertising campaign not to say the health of the business. The choice may be influenced by:
The main drawback for paying personalities to voice radio ads, or front a campaign is that the chosen person or group is not sufficiently high profile and therefore not recognised, or their extra-curricular activities may adversely affect the brand. Conversely numerous researches have demonstrated that a well researched and developed celebrity led campaign achieves instant recognition and can dramatically increase sales.
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