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CELEBRITY ENDORSEMENT

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CELEBRITY ENDORSEMENT

  1. 1. Celebrity Endorsement: An advertising campaign involving a well known person to promote a product or service.
  2. 2. o To identify the factors of celebrity endorsements that influences the buying decision of the customers. o To find out pros and cons of celebrity endorsement.
  3. 3.  Generally increases the sale  Attract more attention of consumers  Celebrity add new dimension to brand
  4. 4.  Instant brand awareness  Celebrity values are redefined  Attraction towards product
  5. 5. Source attractiveness refers to the endorsers physical approach, personality, likeability, and similarity to the receiver modifying people’s attitude towards the brand
  6. 6. Teenagers take impulsive decision to buy a product as their need changes continuously as per the trend
  7. 7. Celebrities use networking sites to promote a product and themselves
  8. 8. It generally increase profit but has cons also
  9. 9. Celebrity helps to set-up a new business.
  10. 10. Popular personalities have their own followers
  11. 11. Using a famous person for advertising a product or service, a brand with a tarnished record has a chance to re-establish its status
  12. 12. BRAND EQUITY NAME SYMBOL PERCEIVED QUALITY BRAND ASSOCIATIONS PROPRIETARY ASSETS BRAND LOYALTY PROVIDES VALUE TO THE FIRM CUSTOMERS INTERPRETATION, PROCESSING OF INFORMATION NAME AWARENESS
  13. 13. 62.18 37.18 1.4 0 YES NO MISSING
  14. 14. 0 10 20 30 40 50 60 TEMPOPARY PERMANENT CAN'T SAY Series 1 Series 1
  15. 15. A celebrity may help a product in affecting the psychological profile of potential buyers. Hence it directly affects the marketing strategies
  16. 16. Just by getting associated to a product a celebrity may push the sales of any product
  17. 17. RISKS ASSOCIATED WITH CELEBRITY ENDORSEMENT •Negative publicity •Overshadowing •Overexposure •Overuse •Extinction •Financial Risk
  18. 18. Vampire effect Negative image of celebrity Multiple endorsement Inconsistency in the professional popularity Celebrities endorsing one brand & using another.
  19. 19.  Celebrity creditability a question mark for the competent customer  Conflicting Image  Multiple Endorsement  Influence of Celebrity scandals and moral violation on brands
  20. 20. Overexposure of Brand Ambassadors: Amitabh Bachchan sells Nerolac paints, Cadbury chocolates, Pepsi, Parker pens,etc.
  21. 21.  Brand Switching: For example when Aishwarya Rai and Aamir Khan shifted loyalties from Pepsi to Coke. Tarnished Public Image: Thums up too had to scrap its ads after Salman Khan got embroiled in the black-buck case & took Akshay.
  22. 22. Creative Block: Eg. Palmolive had strong associations with Kapil Dev and the line 'Palmolive ka jawaab nahi'. Reel Not Equal to Real: Britney Spears who are Pepsi endorsers have been spotted drinking Coke.
  23. 23. Success of Brand Dependant on Success of Celebrity: Eg: Sachin's ad being shown after his wicket falls draws negative impressions about the brand.  Celebrities Overshadowing Brands:Dinesh Suitings, where Sunil Gavaskar, the brand spokesperson, was allowed to rule the brand, thus becoming bigger than it. Once the association ceased, the brand lost its identity.
  24. 24. Company Wars Through Celebrities: Pepsi's Sharukh Khan taking a dig at Hritik Roshan who endorsed Coke. Incongruity Between Brand and Celebrity: Samsung sponsoring the Indian cricket team has no congruence and brand connect. Irresponsible Advertising: Fardeen for pan masala & ajay for bagpiper
  25. 25. As many as four products negatively influences the celebrity credibility and likeability
  26. 26.  Sachin Tendulkar, for example, in 2002 endorsed 12 brands, ESPN-STAR Sports (the television channel), AirTel has just signed him on as its brand ambassador.  Mahendra Singh Dhoni is also related to many brands endorsement like aircel network as well as for the proje ct save trees save tigers.

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