What would you want to know to make that determination and reduce the risk potential?

Critical Thinking Marketers commonly ask celebrities to endorse products, but tying a brand to a celebrity can come with risks if that celebrity falls out of favor with the public as the result of something they do or say that is perceived negatively.What are the pros and cons of tying celebrities to a brand?How would you determine if the signing of a celebrity to an endorsement deal is worth the risk?What would you want to know to make that determination and reduce the risk potential?