Some familiar cases include murder charges brought against O.J. Simpson, rape charges and a jail sentence against Mike Tyson and drug charges against Michael Irvin. Hertz, Pepsi, Kodak, Nike and Toyota all felt the consequences of the celebrities' actions. When a negative image of the celebrity is portrayed, a tarnished picture is also painted for the organization, making it difficult to gain consumer trust to buy the product. Although there is no way to guarantee that detrimental incidents like these won't occur, some situations might be prevented by evaluating the applicant's personal and professional behavior to determine if they might be prone to negative situations. Once all aspects of celebrity-oriented advertising have been evaluated, a company must choose whether to adopt the strategy.
Familiarity is the first essential component of an effective endorser.
The target market must be aware of the celebrity, and perceive the person as friendly and likable, and trustworthy. Recognition by the intended audience is more important than being known worldwide. The next component of FRED is relevance. There should be some link between the promoter and the product, as well as between the promoter and the audience. An example outside the world of sport effectively illustrates this point.