Presented By: Ravi Ojha www.powerpointpresentationon.blogspot.

com

 Advertising in India, started with hawkers.

Then Indian advertising got converted into a

strategic tool.
Celebrity endorsement tried to benefit from

emotional attachment of the fans.

 First advertising to cash in on star power was Lux soap.

 Today it is a buzzword, It looks that

without a Film or Sports star, companies companies don't want to give you anything

 Celebrities are people who enjoy specific

public recognition by a large number of certain groups of people. They have some characteristic attributes like attractiveness, extraordinary lifestyle or special skills that are not commonly observed. Thus, it can be said that within a society, Celebrities generally differ from the common people and enjoy a high degree of public awareness.

Actors (e.g., Amitabh Bachchan, Shahrukh Khan, Aishwarya Rai, Preity Zinta,and Aamir Khan ). Models (e.g., Malaika Arora, Milind Soman, Naomi Campbell, , etc), Television Personalities (Hussain, Smriti Irani)

Sports figures (e.g., Sachin Tendulkar, Sania Mirza, Tiger Woods, etc)
Pop-stars (e.g., Madonna, Shakira) Businessmen (e.g., Vijay Mallya, Bill Gates) Politicians. (e.g., Atal Bihari Vajpayee , Sonia Gandhi)

 It is more of meaning translation &

meaning application.
McCracken, the author to The Meaning

Transfer Model, has suggested that, The effectiveness of the endorser depends, in part, upon the meaning he or she brings to the endorsement process.

 It is a three stage process Culture : formation of Celebrity image

Endorsement: meaning from Celebrity to the

Consumption: from the brand to the consumer

 The selection is in fact a collaboration, from

which both the company and the Celebrity gains. There are various scientific ways in which the right Celebrity is selected.

 Trustworthiness: For example -

Legendary actor Amitabh Bachchan who is an icon of trust; promoting ICICI Bank.

Expertise: For example - Golfer Tiger

Woods for a sports brand.

Attractiveness: For example - Tennis

player Anna Kournikova who earns 10 Million dollars per year in just endorsement.

Respect: For example - Former Miss

World Aishawarya Rai and the Eye donation campaign.

Similarity: For example - a child artist

promoting a chocolate brand.

 Celebrity & audience match up. Celebrity & brand match up. Celebrity credibility. Celebrity attractiveness. Cost consideration

 Advertisements along with other marketing efforts

generate expectations and feelings in a customer.

Celebrities create positive feelings towards brands,

connect user to brand and are perceived by consumers as more entertaining.

Consumers who are particularly knowledgeable

about a product may be less influenced by a Celebrity than those with little knowledge.

 There is a gradual shift from the traditional

approach of showing Celebrities in advertisement to making them the spokesperson of the brand. scenario.

Celebrity endorsements do work in the Indian

The consumer looks for a variety of aspects

from the endorsement like the credibility and likeability of the endorser. of the consumer.

Multiple endorsements do clutter the minds