I attended one marketing research seminar this morning, one thing that I am really interested is when the speaker told the research findings. He said that using celebrities in the advertising is not the key success. The important thing is how to use the celebrity successfully in endorsing a brand and a brand is not diluted because of consumers focus to the celebrity.
Many studies shows that a good advertising can be built of several factors such as uniqueness of the ad, relevant to consumer's life, the message contains new information, evoke consumer's emotional feeling (e.g. proud, sympathy, cute etc.), humorous, and use celebrity. So celebrity is just one factor (out of the others) that make the advertising success.
