You are the newly appointed Marketing Manager for a major advertising agency and your CEO wants your opinion on the effectiveness of celebrity endorsements versus the the use of influencers as a way of breaking through the advertising noise that consumers face. The CEO wants you to show that you have an understanding of the key issues especially in terms of cost effectiveness and how it will affect their clients marcomms budgets.

1. Provide key definitions and concepts
2. Identifying examples of how companies are using celebrity endorsement and/or influencers in their promotions
3. Providing your own opinion of what the company position should be in terms of the use of celebrity endorsement versus influencers, or suggest another viewpoint. (Part 3 is worth 50% of the answer)