Four Things to Keep in Mind When Considering Celebrity Endorsements

2. Fame is fickle. Competition for A-List celebrities — most of whom will only be on the A-List for five or six years — is intense. And what do you do with a celebrity endorser once his or her fame has faded?

3. Chemistry with your cause or campaign. Not all celebrities will work for your cause, or be the right match for the target market of all of your campaigns. Some sports stars, for example, may be popular in one market but lackluster in another. Consider the celebrity’s intended use and market, and keep in mind his or her professional affiliations. As Jones said, “if you’re trying to get publicity you may find that an entertainer closely associated with one TV network may get the short shrift from another.”