K.MAC'S TAKE ON CELEBRITIES: Famous people have been used to endorse products and bring attention to media campaigns for years. Using a celebrity can be an effective method to achieving your goals. The keys to using a celebrity successfully include understanding the playing field, the players and their motivations, and weighing the advantages and disadvantages of using a celebrity. A good association can capture attention of the public and media, increase awareness and drive business results. Bad associations can can be risky and costly.