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  • 8/3/2019 Celebrity Endorsement Final

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    CELEBRITIES IN ADVERTISING

    Group 1

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    WHO IS A CELEBRITY?

    `~Enjoy public recognition

    ~Experts of their respectivefields

    ~Wider influence in public life & societaldomain.

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    THE ROOT OF THE CONCEPT

    In India from late1970s and early 80s

    brands started being endorsed by celebrities

    Late Jalal Agha -Pan parag

    Tabassum -Prestige pressure cookerSunil Gavaskar -Dinesh suitings

    Kapil Dev -Palmolive shaving cream

    HLL has used Hindi film stars to endorse their beautysoap LUX since the fifties.

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    IS THERE A NEED FOR CELEBRITY

    They attract more attention to theadvertisements.

    They are viewed as more credible than non-celebrities

    Values and image of the Brand is defined and

    highlighted and refreshed by the celebrity

    Celebrity adds new edge and dimension to the

    brand Not every product needs a celebrity.

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    USES OF CELEBRITY ENDORSEMENT

    Establishes credibility

    Attracts attention

    Associative benefit

    Psychographic connect

    High appeal with the brands TG

    Instant Brand Awareness and Recall

    Celebrity values define, and can refreshthe brand image

    Celebrities add new dimensions to thebrand image

    Instant credibility or aspiration PRcoverage

    The scope of a celebrity on the incumbentbrand

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    CRITERIA FOR CHOOSING A CELEBRITY

    Celebritys fit with the brand image

    Celebrity - Target audience match

    Celebritys associated values

    Cost of acquiring the celebrity

    Celebrity - Product match

    Celebritys controversy risk

    Celebrity popularity

    Celebrity availability

    Celebritys physical attractiveness

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    CRITERIA FOR CHOOSING A CELEBRITY

    Celebrity credibility

    Celebritys prior endorsements

    Celebritys profession

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    CHOICE OF CELEBRITY

    Earlier, celebrities used to endorse relatedproducts

    Now, the personal traits of the celebrity beingleveraged Insurance and Sachin Tendulkar

    Cadbury and Amitabh Bacchan

    Bank of Baroda and Rahul Dravid

    Timex and Brett Lee

    Pepsi and Ranbir Kapoor

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    CHOICE OF CELEBRITY

    However celebrities should be usedjudiciously

    The value of the celebrity = Value of thebrand

    Endorser should not overpower the brand

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    MULTIPLIER EFFECT FORMULA

    To be successful, a brand needs to have a strong identity of its own. It shouldideally not piggyback on the identity of a celebrity and hope to achieve success.

    Most times it seems like it is just the celebrity saying I use this product, so

    why dont youkind of thing and the ad agency thinks it has done its job.

    Celebrity endorsements work best when the product already has a strong

    identity and a USP that is well established, then a celebrity can come in and give

    the brand an added punch and generates some more interest value.

    A complete fit between the values of the brand and the values of the celebrity.

    To create a unique situation or story that links the celebrity to the product.

    S= P*D*AVwhere S = Successful brand

    P = Effective product

    D =Distinctive identity

    AV = Added Values

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    STRATEGIC USE OF CELEBRITY ENDORSMENT

    Celebrity Endorsements are very expensive. Selection of celebrity is more important than

    its use.

    The recognition, image &reputation ofcelebrity and his/ her suitability with theproduct should be given due consideration.

    Celebrity endorsement must be used withinthe defined legal framework.

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    TO STRENGTHEN BRAND IMAGE AFTER A SETBACK

    Celebrities also used to reassure peoplestrust on the company.

    AMITABH promoting Cadbury Testimonial-By-Mr-Amitabh[www.savevid.com].flvchocolates.

    Shahrukh khan endorsingICICI bank.

    Aamir khan visiting coke plants after the pesticide case.

    New Kurkure ads showing the ingredients of theproduct after the plastic case that came in focus.

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    PERFECT MATCH- CELEBRITY

    AND BRAND

    2) The ruff n tuffAkshay Kumar

    in Thumsup saying Taste The

    Thunder

    Endorsee has deep

    penetration among the massesand he is a credible source.

    Endorsee should not be

    bigger than the brand.

    The image of celebrity should

    match with the brand.

    1) The Chulbuli JUHI in

    Kurkuread Saying MASTIBOLE TO KURKURE.

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    FIVE CAUSES OF LET-DOWN

    1. Weak Product

    Amitabh and Abhishek Bachchan in MarutiVersa

    2.BRAND -

    CELEBRITY DISCONNECT-Shahrukh khan

    endorsing

    lux beauty soap

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    CONTINUED..

    3. CLUTTER FLUTTER

    One celebrity endorsing so many brands.

    Unfortunately in India , we have too manybrands chasing too few celebrities.

    We have just two and half %celebrities in acountry of 1 billion people.

    Eg.- Amitabh endorsing REID& TAYLOR,DABUR, CADBURY, PARKER PENS etc

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    4. Dissatisfaction with the productquality/performance

    Sachin endorsing FIAT PALIO, but due to poor

    fuel efficiency of the car ,its sales took abeating.

    CONTINUED.

    5. Confusion/SkepticismBrand is overshadowed in the

    overwhelming presence of thestar.

    Britney spears in Pepsi ad.

    Britney-Pepsi-Commercial[www.savevid.com].flv

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    THE NEW BREEDING GROUNDS FOR

    CELEBRITY

    IPL as excit5ing New breeding ground for

    both corporate as well as celebrity.

    Hot shots like Shahrukh Khan, Preity Zinta

    and Shilpa Shetty as franchisee owners. Hrithik, Akshay kumar,Katrina kaif, Kareena as team

    endorsers.

    Sachin, MS Dhoni ,Ganguly as players.

    Magnetism of celebrities in the recent generalelections.

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    IMPACT OF CELEBRITY ENDORSEMENT ON

    BUYING DECISIONS

    Known products and names are sold more than unknown

    ones.

    More or less every consumer has a brand preference and

    given the affordability and societal norms, each buyerwould like to buy and consume one of the highly

    acceptable, recognizable, and reputed brands.

    Celebrities are after all mere mortals made of flesh and

    blood like us. If a celebrity can aggrandize the merits of

    a brand, he or she can also exacerbate the image of a

    brand.

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    CELEBRITY ENDORSING FOR SOCIAL CAUSES

    AMITABH IN POLIODo boond zindagi ki.

    AMITABH in HIV- AIDS.

    Aamir in incredible India- Atithi Devo Bhava

    Preity Zinta in bravery award.

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    RISKS ASSOCIATED .

    Fame is a fickle and fleeting companion. Celebrities are human they also make mistakes. Eg:- 1.Magic Johnson lost his endorsement deals

    when he was declared HIV- POSITIVE.2.Ganguly after loosing his captainship even lost

    his mark in advertisements.3. Tiger Woods lost his biggest deals post his affair

    One should not just rely on one celebrity instead linking brandassociation with several celebrities.

    Get your thinking caps on and come up with a better and a

    safer idea. Eg:Vodafones new brand amdassador-ZooZoo

    Zoozoo-High-Speed-Gaming-On-Vodafone-3G-New-Ad-HD-World-cup-releas[www.savevid.com].flv

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    CONCLUSION

    Marketers pay a lot of dollars to celebrity endorsee thinkingthat these stars will bring magic to their brand.

    Celebrity that glitter is not gold.

    Endorsing a celebrity is means to an end but not an end initself.

    Todays customer shops very smartly, knows that these

    celebrities are paid and hence are pessimistic about it. There should be an idea that makes celebrity relevant to the

    product and the consumer.

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    SUCCESSFUL CELEBRITY ADS - INDIAN EXAMPLES

    Jalal Agha and Shammi Kapoor (PanParag)

    Kapil Dev (Palmolive Shaving Cream) Sunil Gavaskar (Dinesh Suitings)

    Shah Rukh- Santro and Pepsi

    Aamir Khan and Coke

    Aishwarya Rai and Nakshatra

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    GLOBAL EXAMPLES

    Pepsi and Shaquille O'Neal, Mary J. Blige,Wyclef Jean, and Busta Rhymes

    Nike Golf Equipment and Tiger Woods

    Reebok and Kobe Bryant

    Air Nike and Micheal Jordan

    HP and Jay Z

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