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CELEBRITY ENDORSEMENT

Post on 11-Apr-2017

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CELEBRITY ENDORSEMENT

CELEBRITY ENDORSEMENT

WHAT IS CELEBRITY ENDORSEMENT?A form of brand or advertisement campaign that involves a well known person using their fame to help promote a product or service.

WHO IS A CELEBRITY?ActorsModelsSports athletesEntertainersMusiciansBusinessmenPoliticiansFictional celebrities

Usage of celebrity

EndorsementActorSpokesperson

ObjectiveInstant CreditabilityTo push the demand of the productTo bring the reliability and retention of the productRefresh brand image and repair tarnished brand image

IMPACT OF CELEBRITY ENDORSEMENT

ADVANTAGESBuild brand equity and brand awarenessHelps people to recall brandStand outIncrease in sales

DISADVANTAGESMay derogate reputationInconsistencyCompetitionA Complete Mismatch

RISKSImage changeCelebrities become overexposedCelebrities can overshadow brands

MULTIPLE BRAND ENDORSEMENTSome celebrities are endorsing several brandsOr a specific brand is endorsed by different spokesperson

CONCLUSIONFlexible approachCreates a buzzChoice of CelebrityPositive Relationship