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ENDORSEMENT
A WAY TO EARN
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 like “as used by such-and-such an
actress,” or “the official product of company.”
Types of endorsement
• Celebrity Endorsement
• Consumer Endorsement
WHO IS A CELEBRITY ???
•Attract attention
•Believable
•Awareness
•Establishes credibility
•Attracts attention
•Associative benefits
•Psychographic connect
•Demographic connect
•Mass appeal
HOW TO SELECT A CELEBRITY????
•Trustworthiness
•Expertise
•Attractiveness
•Respect
•Similarity
FIVE CAUSES OF LET-DOWN
1. Improper positioning
3. Clutter Flutter
• DABUR HONEY
•PARKER PEN
•REID & TAYLOR
•HAJMOLA
•CADBURY
CONTINUE…..
5. CONFUSION
IMPACT OF CELEBRITY ENDORSEMENT
ON BUYING DECISION
• Instant Awareness, knowledge about the brand and easy
recall.
• Known products and names are sold more than unknown
ones.
• Values and image of the brand is defined, highlighted
and refreshed by the celebrity.
• The celebrity adds new edge and dimension to the
brand.
• Credibility, trust, association, aspiration and connectivity
to brand.
• More or less every consumer has a brand preference,
each buyer would like to consume one of the highly
acceptable, recognizable, and reputed brands
CELEBRITY ENDORSING FOR
SOCIAL
CAUSES
AMITABH IN POLIO –“ Do boond
zindagi ki”
AMITABH in HIV-AIDS
AAMIR in INCREDIBLE
INDIA-“Atithi Devo Bhava”
CONSUMER ENDORSEMENT
TV
TV
R a dio
RADIO
In te rn et
N e w spa pe r
INTERNET
M a ga zin e
NEWSPAPER
0% 10% 20% 30% 40% 50% 60% 70%
MAGZINE