celebrity endorsement final

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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celebrity endorsement final

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