Companies in many cases, prefer not to use a celebrity, but instead go ahead with a spokesperson which has been tailor made for the product by the company. The following are the advantage of such a strategy
Ø Control:Companies control the created spokesperson as it has been built in conformity with the brand and target audience, and hence can be ensured with a consistent image.
Ø Single utilization of created endorsers: Such spokespersons are exclusive for a brand and hence avoiding any brand conflict.
Ø Focus more on brand and its features:In Non-Celebrity advertisements the main focus is on the brand and its characteristics while in celebrity the focus sometimes shifts entirely to the celebrity’s features .