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Celebrity Endorsement

Celebrity Endorsement

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Published by: nandinipriyajayaprakash on Sep 29, 2009
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04/18/2011

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VIEWERS PERCEPTION ON CELEBRITYENDORSEMENT IN ADVERTISEMENT – ANEMPIRICAL STUDY
M.NANDINI PRIYA
 
IntroductionThe crescendo of celebrities endorsing brands has been steadily increasing over the past years. Marketers overtly acknowledge the power of celebrities in influencingconsumer-purchasing decisions. It is a ubiquitously accepted fact that celebrityendorsement can bestow special attributes upon a product that it may have lackedotherwise. But everything is not hunky-dory; celebrities are after all mere mortals madeof flesh and blood like us. If a celebrity can aggrandize the merits of a brand, he or shecan also exacerbate the image of a brand.“Any brand can get a celebrity. That is easy. But getting a celebrity consistent withthe right brand, to the right degree, at the right time, for the right purpose and in the rightway... that is not easy.”“The health of a brand can definitely be improved up to some extent by celebrityendorsement. But one has to remember that endorsing a celebrity is a means to an endand not an end in itself.”
Celebrity endorsements are impelled by virtue of the following motives:
Instant Brand Awareness and Recall.
Celebrity values define, and refresh the brand image.
Celebrities add new dimensions to the brand image.
Instant credibility or aspiration PR coverage.
Lack of ideas.
Convincing clients.Certain parameters that postulate compatibility between the celebrity and brand imageare:
Celebrity’s fit with the brand image.
Celebrity—Target audience match
Celebrity associated values.
Costs of acquiring the celebrity.
Celebrity—Product matches.
Celebrity controversy risk.
Celebrity popularity.
Celebrity availability.
Celebrity physical attractiveness.
Celebrity credibility.
Celebrity prior endorsements.
Whether celebrity is a brand user.
 
Celebrity profession.
Advantages of a celebrity endorsing a Brand
Brands have been leveraging celebrity appeal for a long time. Across categories, whether in products or services, more and more brands are banking on the mass appeal of celebrities. As soon as a new face ascends the popularity charts, advertisers queue up tohave it splashed all over. The accruement of celebrity endorsements can be justified bythe following advantages that are bestowed on the overall brand:
Establishment of Credibility
: Approval of a brand by a star fosters a sense of trust for that brand among the target audience- this is especially true in case of new products. We had the Shah Rukh-Santro campaign. At launch, Shah RukhKhan endorsed Santro and this ensured that brand awareness was created in amarket, which did not even know the brand.
Ensured Attention
: Celebrities ensure attention of the target group by breakingthe clutter of advertisements and making the ad and the brand more noticeable.
PR coverage
: is another reason for using celebrities. Managers perceivecelebrities as topical, which create high PR coverage. A good example of integrated celebrity campaigns is one of the World’s leading pop groups, the SpiceGirls, who have not only appeared in advertisements for Pepsi, but also in productlaunching and PR events. Indeed, celebrity-company marriages are covered bymost media from television to newspapers (e.g. The Spice Girls and Pepsi)
Higher degree of recall
: People tend to commensurate the personalities of thecelebrity with the brand thereby increasing the recall value. Golf champion Tiger Woods has endorsed American Express, Rolex, and Nike. Actress Catherine Zeta-Jones is used by T-Mobile and Elizabeth Arden. 007 Pierce Brosnan promotesOmega, BMW, and Noreico.
Associative Benefit
: A celebrity’s preference for a brand gives out a persuasivemessage - because the celebrity is benefiting from the brand, the consumer willalso benefit.
Mitigating a tarnished image
: Cadbury India wanted to restore the consumer'sconfidence in its chocolate brands following the high-pitch worm’s controversy;so the company appointed Amitabh Bachchan for the job. Last year, when theeven more controversial pesticide issue shook up Coca-Cola and PepsiCo andresulted in much negative press, both soft drink majors put out high-profiledamage control ad films featuring their best and most expensive celebrities. WhileAamir Khan led the Coke fightback as an ingenious and fastidious Bengali whofinally gets convinced of the product's `purity,' PepsiCo brought Shah Rukh Khanand Sachin Tendulkar together once again in a television commercial which drewreferences to the `safety' of the product indirectly.
Psychographic Connect
: Celebrities are loved and adored by their fans andadvertisers use stars to capitalise on these feelings to sway the fans towards their  brand.

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