CELEBRITY IN

ADVERTISMENT

CELEBRITY IN

ADVERTISMENT

by- Mahfooz Khan

Devadarshi Sahu Sheran Khan

Karan Sahay

Who Is A Celebrity???

• Enjoy Public Recognition

• Prominent profile in media

•Wider influence in public life & society.

Is There A Need for Celebrity !Is There A Need for Celebrity !

• Attract more attention to the advertisement

• Celebs more powerful than non-celebrities

• Brand value is defined and refreshed by the celebrity

• Celebrity adds new edge and dimension to the brand

Uses Of Celebrity EndorsementUses Of Celebrity Endorsement

• Establishes credibility

• Attracts attention

• Associative benefit

• Connect to the audience

• Mass appeal

Strategic Use Of Celebrity Endorsement

• Celebrity Endorsements are very expensive

• Selection of celebrity is more important than its use

• The recognition, image &reputation of celebrity and his/ her suitability with the product is important

Brands That Underwent A Fiasco Celebrities are also used by brands to reassure people”s trust towards the

company like:-

• Amitabh Bachan promoting Cadbury

• ShahRukh Khan advertising Lux

• Aamir Khan visiting Coke plants after the pesticide case

The new breeding grounds for celebrity

• IPL as exciting for both corporate as well as celebrity

• Hot shots like Shahrukh Khan, Preity Zinta and Shilpa Shetty as

franchisee owners

• Hrithik, Akshay kumar,Katrina kaif, Kareena as team endorsers

• Sachin, MS Dhoni ,Ganguly as players

Impact of celebrity endorsement on buying decisions

• Known products and names are sold more than unknown ones.

•  More or less every consumer has a brand preference..

• Celebrities are after all mere mortals made of flesh and blood like us.

Celebrity Endorsing For Social Causes

Amitabh Bachan In POLIO – “Do boond zindagi ki”.

Amitabh Bachan in HIV- AIDS.

Aamir Khan in incredible India- “Atithi Devo Bhava”

RISKS ASSOCIATED …. Fame is only temporary

Celebrities are human they also make mistakes.

Eg:-

1.Tiger Woods, the golfer, lost his endorsemnt deals when he

announced about his relationships

2. Sourav Ganguly also lost a number of brand ad”s after his

exit from captaincy

CONCLUSION…..

• Marketers pay a lot of money to celebrity endorsee thinking that these stars will bring magic to their brand. However,

CELEBRITY THAT GLITTERS IS NOT ALWAYS GOLD.

• Today’s customer shops very smartly, knows that these celebrities are paid and hence only with good brand positioning can you win the customer’s hearts and gin brand loyalty.

• There should be an idea that makes celebrity relevant to the product and the consumer.

THANK YOUTHANK YOU