Celebrity endorsement
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Transcript of Celebrity endorsement
CELEBRITY ENDORSEMENT
BY: NIKITA BHATKAR
CONTENT Definition Need of celebrity endorsement Stages of endorsement Strategies for endorsing a product Impact Endorsement returns Conclusion
Who is a celebrityCelebrities are the people who enjoy public
recognition by a large share of a certain group
of people and can influence life of people.Celebrities are: Actors Models Sports figure Entertainer Pop star Business man Politician Fictional celebrities
Endorsement
DefinitionCelebrity endorsement is a marketing
strategy involving the use of
celebrities to advertise for a brand
with an eye on increasing the product
sales or increasing the awareness of
the brand by leveraging the
awareness levels of the celebrity.
Need for endorsement Increase the sale. Establish a company or a business. Easily recall the product or brand. Attract more attention. To co-ordinate across diverse sets of
customers.
Stages Defining desired brand
image attributes
Celebrity and Brand story
Defining celebrity
programmed for brand support
Basic Strategy To steal minimum fraction of the time
Consumers are exposed to thousands of voices and
images
To find a hook
Impact of endorsement
Instant brand awareness.
Attraction towards product.
FMCG ( FAST MOVING CONSUMER GOODS )
FMCG Percentage contributionFood and Beverages 36%
Personal care products 26%
Hair care products 13%
Endorsement ReturnsAdvantages
• Influencing consumer decision.
• It helps advertisement to stand out from clutter.
• Rejuvenating the stagnant brand.(Breathe life
into a failing brand.)
• Building brand awareness
• Connect emotionally and quickly.
• Helps to recover company’s image.
Disadvantages • Change in celebrity’s image easily affects the
brand image.• Overexposure of celebrities.• Multiple endorsement.• Inconsistency in the professional popularity of
the celebrity.
Conclusion
• Social networking, social sites and growing internet use has become
a successful tool for endorsing a product.
Favorable impact due to certain prime factors
References• www.slideshare.com/celebrity advertising • http://ssrn.com/ -(social science research network electronic paper
collection)• http://en.wikipedia.org/wiki/celebrity branding• Debiprasad mukherjee(2012). “The Impact of Celebrity Endorsement on
Brand Image”• www.thesaurus.com• www.quora.com