EFFECTIVENESS OF

CELEBRITY
ENDORSEMENTS
By:
Shreyas Nair (61)
Hariharan Devarajan
(107)
What is a Celebrity Endorsement?

The use of celebrities in order to increase the sales and/ or the recall value
of a brand is called celebrity endorsements. –

Endorsement is a channel of brand communication in which a celebrity

acts as the brand’s spokesperson and certifies the brand’s claim and
position by extending his/her personality, popularity, stature in the society
or expertise in the field to the brand.
Successful celebrity endorsements for a brand- An Indian
perspective
Kapil Dev (Palmolive Shaving Cream)
Sunil Gavaskar (Dinesh Suitings)
Lux soap (Hema malini, Sridevi, Aishwarya Rai)
Aishwarya. Rai (Nakshatra)
Aamir Khan (Thanda matlab Coca Cola.)
Amitabh Bachchan (Parker pen)
Some Global Examples:
Nike—Michael Jordan,
Dunlop—John McEnroe
Reebok International--Venus Williams
Omega watches-- Pierce Brosnan
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.
Advantages of Celebrity Endorsements
 Establishment of credibility

 Ensured attention
 Mitigating a tarnished image

 Higher degree of recall

 Associative benefit
 Psychographic connect
 Demographic connect

 Mass appeal
Disadvantages of Celebrity Endorsements
 Improper positioning

 Brand-celebrity disconnect

 Dissatisfaction with product performance.

 Confusion/ Skepticism.
 Risks associated with Celebrity Endorsements.
Multi-brand endorsement with the same celebrity would lead to
over exposure.
Points to be considered before selecting a
Celebrity for Endorsement

 Celebrity’s fit with the brand image.

 Celebrity—Target audience match
 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.
Conclusion
 Despite the obvious economic advantage of using relatively
unknown personalities as endorsers in advertising campaigns, the
choice of celebrities to fulfill that role has become common
practice for brands competing in today's cluttered media
environment
 Celebrity endorsement if used effectively, makes the brand stand
out, galvanizes brand recall and facilitates instant awareness.

 Hence the right use of celebrity can escalate the Unique Selling
Proposition of a brand to new heights