Under the guidance of

Prof. Sandhya. Rao.

By
Shradha Shetty . V
 Introduction
 scope
 Celebrity endorsement
 The process
 Selection of celebrity
 Influence of it on consumer buying
 Risk
 Returns
 Conclusion
 bibliography
Advertising in India, started with hawkers.

Then Indian advertising got converted into a strategic tool.

celebrityendorsement – tried to benefit from emotional

attachment of the fans.
• First add to cash in on
star power was Lux
soap.
 Today it is a buzzword, It looks that without a
Film or Sports star, companies don't want to
give you anything
Use of celebrity advertising is a perceived
winning formula of corporate image
building and product marketing

8 out of 10 TV commercials scoring the

highest recall are those with celebrities’
appearances.

Cricketers are set to regain their selling

powers (by sources)
Friedman and Friedman, a “celebrity endorser is an
individual who is known by the public for his or her
achievements in areas other than that of the product
class endorsed”.
McCracken's (1989) "any individual who enjoys public
recognition and who uses this recognition on behalf of a
consumer good by appearing with it in an advertisement
(marcoms), is useful, because when celebrities are
depicted in marcoms, they bring their own culturally
related meanings, thereto, irrespective of the required
promotional role."
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 brand

Consumption: from the brand to the

consumer
 They deliver meanings with extra
subtlety, depth and power than
anonymous models.

 They offer demographic information

with special precision and
configurations of range of
personality and lifestyle meanings.

 They evoke the meanings in their

persona with greater vividness and
clarity.
marketing / advertising firm at first
should determine the symbolic
properties sought for the product.

After considering budget and

availability constraints, the celebrity
should be chosen.

The advertisement must be

designed to highlight the essential
similarity between the celebrity and
the product.
this stage of the model
is most complex, as
consumers must claim,
exchange, care for and
use the consumer
goods to appropriate its
meanings.

Celebrities play a major

role in this stage as
they have created their
own self, which makes
them exemplary and
inspirational figure 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.

 Stereotyping :
• perceptions and depictions of individuals based
on simplistic, biased image of the group to which
they belong, rather than on their own individual
characteristics.
Trustworthiness:

Expertise:

Attractiveness:

Respect:

Similarity:
 celebrity & audience match up.

 celebrity & brand match up.

 celebrity credibility.

 celebrity attractiveness.

 Cost consideration

 Likelihood of getting into trouble factor

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.
Risks:
Celebrity
overshadows the
brand:

Necessary Evil:

Celebrity
creditability a
question mark for
the competent
customer:
Conflicting Image:

Influence of Celebrity scandals

and moral violation on brands:

Multiple Endorsement:
 Returns
 Build Awareness:

 Connects Emotionally:

 Quick Connect:

 Means of Brand different ion:

 Source of Imitation and hence inducing increased

product usage:
 Better Brand Image
If the right match is found between the brand
and celebrity, popularity of the campaign can
be optimized.

The cost of the campaign can be reduced by

involving celebrities with high polarized
archetype value which matches with the
brand.
Despite the obvious economic advantage of using
relatively unknown personalities as endorsers in
advertising campaigns, the choice of celebrities to fulfill
that role Because

of their high profile, celebrities may help

advertisements stand out from the surrounding clutter,
thus improving their communicative ability. Celebrities
may also generate extensive PR leverage for brands.
 Advertising and promotion by GEORGE E.
BELCH & MICHAEL A. BELCH, [Fifth edition ,
Chapter 6]
 http://www.coolavenues.com/know/mktg/bhawna_2.
php3
 http://www.coolavenues.com/know/mktg/neha_talej
a15.php
 http://www.indianmba.com/Faculty_Column/FC706/f
c706.html
 http://www.chillibeeze.com/articles/Celebrity-
endorsement.asp#
 http://www.en.wikipedia.org/wiki/Testimonial
 http://www.coolavenues.com/know/mktg/surabhi1.p
hp