endorsement

Per say, a dictionary meaning of this word is “a famous person". A person who has excelled in his / her field of action or activity. In our day to day activity, we perform many acts, may at home, at work place, on field in sports, in social life. But these acts may be daily routine or just...

Introduction Celebrity endorsement is a special type of advertisement which includes a famous person from film fraternity, athletes, and sports, modeling world etc. it helps in promoting the product brand and also increasing the sales of the product. Celebrity endorsement not...

The different models applied by brands to achieve the full potential of such endorsements, highlight the need for a convergence between the theoretical and pragmatic approaches of brand building and effective advertising. The importance of a celebrity-brand match and the various roles played by...

It is a known fact that the best endorsements achieve an eclectic balance between the product (brand) and the celebrity. Giving a brand a 'face' is more than just a marketing strategy to increase sales or gain market share, it is a decision that can change the future of the brand forever...

Endorsement branding strategy is a modified version of double branding. It makes the product brand name more significant and corporate brand name is relegated to a lesser status. The umbrella brand is made to play an indirect role of passing on certain common generic associations. It is only...

Cases on celebrity endorsement Films and sports, thanks to their appeal cutting across age and income barriers, are without surprise the two most actively tapped sources for marketers in their pursuit of celebrities. Globally and in India, several celebrities have had glorious...

Aishwarya Rai in the Longines ad Vice President, Percept D'Mark-CMS, Vinita Bangard explains, "If there is a man endorsing it, a woman will still pick it up but if there is a woman endorsing it, chances are that a man may think it's a female shoe and therefore they might not want to pick it...

CELEBRITY ENDORSEMENT IN POLITICS: As far the option of having .film stars for endorsement in politics is concerned it may not be a bad idea for the parties as due to that they are able together large crowd. And why so? It is because of the aura of the film stars. Yet, it is difficult to say...

Endorsement: India Inc prefers film stars over cricketers NEW DELHI: Gone are the days when cricketers dominated the advertising scene. The power balance between sports and the silver screen for celebrity endorsements has shifted almost entirely to Bollywood, a fact revealed when ET...

Clutter Flutter In recent times, there has been such a deluge of celebrity endorsements that it has led to the very clutter that it aimed to break. For instance, Amitabh Bachchan endorses or has endorsed Pepsi, ICICI, BPL, Parker pens, Nerolac, Dabur, Reid & Taylor, Maruti Versa, Cadbury and...

Negative impacts of Celebrity Endorsement on the brand More often talked about is the extreme usage of a celebrity called 'lazy advertising', that is inadequate content masked by usage of a celebrity15 . A good example is the use of Boris Becker by Siyaram and Steve Waugh by ANP Sanmar. Also...

Positive Impacts of Celebrity Endorsement on the Brand Approval of a brand by a star fosters a sense of trust for that brand among the target audience. This is especially true in case of new product11. Celebrities ensure attention of the target group by breaking the clutter of advertisements...

Scope of Celebrity Endorsement The use of testimonials by advertisers dates back to the 19th century when medicines were patented. Firms have been juxtaposing their brands and themselves with celebrity endorsers (e.g., athletes, actors) in the hope that celebrities may boost effectiveness of...

Endorsement by celebrites couple After the marriage of Abhishek Bachchan and Aishwarya Rai lot of speculation has been raised that they would emerge as a formidable combination and as a value proposition they may become the costliest pair in the market, as far as endorsement of a product is...

Celebrity Regional Appeal Factors R. Madhavan endorsing Pepsi in southern India or Sachin Tendulkar endorsing in India are few examples of how celebrities are chosen to reach out to target audiences for brands in regional markets. Celebrity Availability In case of various brands, there are...

Celebrity endorsement can be key to marketing success There's no denying the fact that marketing chiropractic can be challenging. The public has long been exposed to negative reports about it from the medical and drug industries, as well as from well-meaning but uninformed consumer...

Mechanism and theories of celebrity endorsement Celebrity endorsements give a brand a touch of glamour and the hope that a famous face will provide added appeal and name recognition in a crowded market. In the battle for the mind, you get the customer excited by showing him a known...

Concept of celebrity endorsement Meaning of celebrity endorsement In India today, the use of celebrity advertising for companies has become a trend and a perceive winning formula of corporate image building and product marketing. Associating a brand with a top-notch...

What is celebrity endorsement? The use of celebrities in order to increase the sales and/ or the recall value of a brand is called celebrity endorsement The late '80s saw the beginning of celebrity endorsements in advertising in India. Hindi film and TV stars as well as...

What is product endorsement? A product endorsement is a form of testimonial from someone which indicates that they like or approve of a product. Commonly, product endorsements are solicited from people who are socially prominent, allowing companies to advertise their products with statements...