http://app.emaze.com/@aowqtioo/celebrity-endorsementspptx#3
The chart above shows us that brands don't always need the use of celebrities. With TV advertisements the data shows us that people are more likely to pay attention to the advert if it is an unknown face as to an already known celebrity/athlete.
http://adage.com/article/cmo-strategy/celebrities-ads-lead-greater-sales/148174/
The above charts also illustrate that the celebrity advertisements scored very low in comparison to those without celebrities. This suggests that consumers prefer to see non celebrities for advertisements.
According to this article, online engagement between celebrities and the public regarding the specific product or service, is more successful than an advert. http://www.addthis.com/blog/2014/07/30/do-celebrity-endorsements-create-online-engagement/#.Vyvqqyz2bIU This could be an effective method of using celebrities for the future.
To answer the question whether celebrities are necessary, this cannot be generalised. I think that many companies could save their money and invest into other channels to have better overall results and brand performance. However, there definitely still is something special when the endorsement fits and the brand and celebrity share the same values which are promoted to the public. Bigger brands should use celebrities if they can find the right one! Smaller companies should save their money.
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