Recommendations

 Organizations are encouraged to intensify the use of celebrities to promote their products.

 Organizations should also critically assess the right personality of celebrities for the
promotion of their products.

 Organizations involved should conduct cost benefit analysis to be sure if the use of a
celebrity is worth the amount to be paid for the services of the celebrity.

 Companies should critically assess to see if the use of celebrities is really necessary so as
to avoid misallocation of resources.

 In order to avoid image change and the corresponding loss of public recognition that is
associated with celebrity endorsement, a firm should examine a celebrity’s life cycle stage
at the time of the endorsement;

 To justify paying heavily for a celebrity endorser firms should select celebrities who enjoy
wide audience.