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Impact of Celebrity Endorsements on advertisement

Impact of Celebrity Endorsements on advertisement

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Published by BASIL GEORGE

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Categories:Types, Business/Law
Published by: BASIL GEORGE on May 25, 2010
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11/15/2015

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CELEBRITY ENDORSEMENT

“A Sign of celebrity is that his name is often worth more than his services”

  

- Daniel J Boorstin

MEANING & SCOPE
CELEBRITY  An individual who is known to the public for his/her achievement in areas other than that of the product class endorsed.  - Friedman and Friedman Actors Models Sports figures Entertainers Pop stars Businessmen

CELEBRITY ENDORSER

“Any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement”

-McCracken

Brand Ambassador & Brand Face
• Brand ambassador:

Is not only a spokesperson but also he’s an integral part of the brand helps to build an emotion, which goes beyond just appearing on TV commercials may involve in press release, sales promotion etc..

 

  

Brand face: may be a current celebrity who is just used as the tool to increase brand recall and only appearing in the ads.

  

e.g. Fardeen Khan is the brand ambassador of PROVOGUE  but he remains as a brand face for LUX body wash

Spread of celebrity endorsement
• It is chosen for products that have:
– – – High price – cost margins – Large potential customer pools – The need to coordinate across diverse set of customers

• • • •

IMPACT OF CELEBRITY ENDORSEMENT

The impact of celebrity endorsement is explained by the following 14 parameters:

1. FIT WITH ADVERTISING IDEA

Marketers seek to adopt 3600

brand stewardship. Advertising ideas thus, revolve around this approach,

and the celebrity endorsement decisions are made through these strategic motives.

2. CELEBRITY – TARGET AUDIENCE MATCH
• Certain celebrities are associated with certain target audience and they are used in that line • • E.g. Smriti Irani in the WHO recommended ORS campaign in India

3.CELEBRITY VALUES

4. COST OF AQUIRING THE CELEBRITY
• Companies must have deep pockets to be able to afford the best available celebrities. • • Pepsi and Coke •

5. CELEBRITY–REGIONAL APPEAL FACTORS

5. CELEBRITY - PRODUCT MATCH
• The brand which is endorsed by the celebrity should match. • • Aishwarya Rai – Nakshatra • Pierce Brosnan – Reid & Taylor

7. CELEBRITY CONTROVERSY RISK

Controversy created by the celebrities may tarnish the brand image

 

e.g. Salman Khan

8. CELEBRITY POPULARITY
Popularity of the celebrity is also a fact in brand recall. e.g. GARNIER – Tara Sharma – Kareena Kapoor
  

But HPCL made popularity with its campaign with Sania Mirza

9.CELEBRITY AVAILABILITY
There are situations in which the companies had to go without a brand face, since there is no perfect match is found with the celebrities available. Multiple endorsement may dilute the brand image

10. CELEBRITY PHYSICAL ATTRACTIVENESS

11. CREDIBILITY OF THE CELEBRITY
 

One of the most important factor Survey by Miciak and Shanklin among 43 agencies Trustworthiness and Prowess or expertise with regard to the recommended product or service

 

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