Celebrity Endorsement: Technologies of Creating Advertising Campaigns with "Stars" of the Russian Show Business

The technology of attracting celebrities in the advertising communication of brands (celebrity endorsement) is widespread in the practice of foreign communication agencies and companies, primarily American and Asian. This method is also very popular in Russia, but the obvious lack of experience in this area and, as a result, the lack of a systematic approach to using the celebrity endorsement remains one of the barriers that impede the search for solutions for its effective application in Russia. In particular, one of the problems is the discrepancy between the image of the celebrity archetype of the brand, connected with the erroneous choice of the candidate for the role of "celebrity". In this paper, we offer two universal brand ambassador matrix and brand endorser matrix, which are considered as the basis for making recommendations for advertisers on the selection of celebrities relevant to the purpose and objectives of the brand and can serve as a foundation for further research related to the study of technology celebrity endorsement.