Description
Ppt tells you about some if the classic cases of celebrity endorsement in India. It includes advantages and disadvantages of celebrity endorsement.
CELEBRITY ENDORSEMENTS
Definition of Celebrity
?
Celebrities are people who enjoy public recognition by a large share of a certain group of people
?
Actors (ex. Shahrukh khan, Amitabh Bachhan ),
?
? ? ? ? ?
Models (ex. Yana Gupta,Milind Soman)
Sports athletes (ex.Sachin Tendulkar, Mahendra Singh Dhoni ) Musician (ex. A.R.Rehman) Businessmen (ex. Dirubhai Ambani,Lee Iacocca)
Politicians(ex. Mikhail Gorbachev)
Fictional celebrities (Ronald McDonald, Zoozoos, Amul Girl, Dentonic
guy)
Pioneers of celebrity endorsement
?
HLL introduced concept of celebrity endorsement in India
?
First Indian film star to endorse the popular Lux soap brand
Celebrities appear in public in different ways
?
They appear in public when fulfilling their profession They appear in public by attending special celebrity events They are present in News, Fashion magazines and tabloids
?
?
?
They act as spokes people in advertising to promote products and services
Advantages of using celebrity endorsement
?
Mass appeal
Ensures Attentions
?
Celebrity endorsement helps to grab the attention of the public when endorsed by celebrity
Higher Degree of recall
?
Celebrity endorsement forces buyer to remember something or bring something back to the mind
As a fire fighter
?
Cadbury controversy in 2003
Associative benefits
?
Just by associated to a product ,a celebrity may push sales of any product
Flipside of using celebrity
Overexposure of other Brands : Amitabh Bachchan promotes Nerolac paints, Cadbury chocolates, Pepsi, Parker pens, Dabur Hajmola, Sahara homes, Reid and Taylor suits, Navratan oil, ICICI home loans etc.
Brand Switching by celebrityShahrukh ads with Pepsi & Sprite & Pepsi
Celebrity bigger than brand
When should celebrity be used?
?
Instant awareness & recall Lack of ideas to differentiate the product & promote the brand If the attributes of the brand & celebrity are perfectly matching
?
?
Conclusion
?
Before choosing the celebrity the marketer has to decide how far the benefits outweigh the risks associated Because celebrity endorsement can create a buzz and make a consumer feel better about the product but it can not itself guarantee sales
?
?
Celebrity endorsement does not necessarily have positive impact
Celebrity endorsement if used effectively could create instant brand recall
?
THANK YOU
doc_321407140.pptx
Ppt tells you about some if the classic cases of celebrity endorsement in India. It includes advantages and disadvantages of celebrity endorsement.
CELEBRITY ENDORSEMENTS
Definition of Celebrity
?
Celebrities are people who enjoy public recognition by a large share of a certain group of people
?
Actors (ex. Shahrukh khan, Amitabh Bachhan ),
?
? ? ? ? ?
Models (ex. Yana Gupta,Milind Soman)
Sports athletes (ex.Sachin Tendulkar, Mahendra Singh Dhoni ) Musician (ex. A.R.Rehman) Businessmen (ex. Dirubhai Ambani,Lee Iacocca)
Politicians(ex. Mikhail Gorbachev)
Fictional celebrities (Ronald McDonald, Zoozoos, Amul Girl, Dentonic
guy)
Pioneers of celebrity endorsement
?
HLL introduced concept of celebrity endorsement in India
?
First Indian film star to endorse the popular Lux soap brand
Celebrities appear in public in different ways
?
They appear in public when fulfilling their profession They appear in public by attending special celebrity events They are present in News, Fashion magazines and tabloids
?
?
?
They act as spokes people in advertising to promote products and services
Advantages of using celebrity endorsement
?
Mass appeal
Ensures Attentions
?
Celebrity endorsement helps to grab the attention of the public when endorsed by celebrity
Higher Degree of recall
?
Celebrity endorsement forces buyer to remember something or bring something back to the mind
As a fire fighter
?
Cadbury controversy in 2003
Associative benefits
?
Just by associated to a product ,a celebrity may push sales of any product
Flipside of using celebrity
Overexposure of other Brands : Amitabh Bachchan promotes Nerolac paints, Cadbury chocolates, Pepsi, Parker pens, Dabur Hajmola, Sahara homes, Reid and Taylor suits, Navratan oil, ICICI home loans etc.
Brand Switching by celebrityShahrukh ads with Pepsi & Sprite & Pepsi
Celebrity bigger than brand
When should celebrity be used?
?
Instant awareness & recall Lack of ideas to differentiate the product & promote the brand If the attributes of the brand & celebrity are perfectly matching
?
?
Conclusion
?
Before choosing the celebrity the marketer has to decide how far the benefits outweigh the risks associated Because celebrity endorsement can create a buzz and make a consumer feel better about the product but it can not itself guarantee sales
?
?
Celebrity endorsement does not necessarily have positive impact
Celebrity endorsement if used effectively could create instant brand recall
?
THANK YOU
doc_321407140.pptx