CELEBRITY ADVERTISEMENT

Meaning of Celebrity

Celebrity Endorsement

The root of the concept

In India from 1970s and early 80s brand started being endorsed by celebrities Late jalal agha - Pan parag Tabassum - Prestige pressure cooker Sunil Gavaskar - Dinesh suitings Kapil Dev Palmolive shaving cream

Advantages of Celebrity Endorsements

Establishment of credibility

Ensured attention

 Sell Products

Higher degree of recall

 Associative benefit Psychographic connect Demographic connect Mass appeal

Perfect match celebrity and brand

Endorsee should not be bigger than the brand The image of the celebrity should match with the brand Eg. Juhi in Kurkure and saying MUSTI BOLE TO KURKURE The ruff n tuff Akshay Kumar in Thums up saying TASTE THE THUNDER

CELEBRITY ENDORSING FOR SOCIAL CAUSES

AMITABH IN POLIO Do boond zindagi ki AMITABH in HIV-AIDS AAMIR in INCREDIBLE INDIA-Atithi Devo Bhava

FAILED BRAND CELEBRITY ADVERTISEMENT

Brand celebrityShahrukh Khan endorsing lux beauty soap

Clutter flutter One celebrity endorsing so many brands DABUR HONEY PARKER PEN REID & TAYLOR HAJMOLA CADBURY Dissatisfaction with product quality E.g. fiat palio

THE NEW BREEDING GROUNDS FOR CELEBRITY

IPL as exciting new breeding ground for both corporate as well as celebrity Hot shots like Shahrukh Khan,preity Zinta and Shilpa Shetty as franchisee owners Hrithik roshan,Akshay Kumar,katrina kaif,Kareena as team endorsers Sachin,MS Dhoni,Ganguly as players

Disadvantages of Celebrity Endorsements

Improper positioning Dissatisfaction with product performance. Confusion/ Skepticism. Risks associated with Celebrity Endorsements.

Multi-brand endorsement with the same celebrity would lead to over exposure.

Criteria for choosing a Celebrity

Celebritys fit with the brand image Celebrity - Target audience match Celebrity - Product match Celebritys controversy risk

 Celebritys physical attractiveness Celebrity availability Celebrity popularity Celebritys profession

Thank you