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8/3/2019 Celebrity Endorsement Final
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CELEBRITIES IN ADVERTISING
Group 1
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WHO IS A CELEBRITY?
`~Enjoy public recognition
~Experts of their respectivefields
~Wider influence in public life & societaldomain.
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THE ROOT OF THE CONCEPT
In India from late1970s and early 80s
brands started being endorsed by celebrities
Late Jalal Agha -Pan parag
Tabassum -Prestige pressure cookerSunil Gavaskar -Dinesh suitings
Kapil Dev -Palmolive shaving cream
HLL has used Hindi film stars to endorse their beautysoap LUX since the fifties.
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IS THERE A NEED FOR CELEBRITY
They attract more attention to theadvertisements.
They are viewed as more credible than non-celebrities
Values and image of the Brand is defined and
highlighted and refreshed by the celebrity
Celebrity adds new edge and dimension to the
brand Not every product needs a celebrity.
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USES OF CELEBRITY ENDORSEMENT
Establishes credibility
Attracts attention
Associative benefit
Psychographic connect
High appeal with the brands TG
Instant Brand Awareness and Recall
Celebrity values define, and can refreshthe brand image
Celebrities add new dimensions to thebrand image
Instant credibility or aspiration PRcoverage
The scope of a celebrity on the incumbentbrand
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CRITERIA FOR CHOOSING A CELEBRITY
Celebritys fit with the brand image
Celebrity - Target audience match
Celebritys associated values
Cost of acquiring the celebrity
Celebrity - Product match
Celebritys controversy risk
Celebrity popularity
Celebrity availability
Celebritys physical attractiveness
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CRITERIA FOR CHOOSING A CELEBRITY
Celebrity credibility
Celebritys prior endorsements
Celebritys profession
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CHOICE OF CELEBRITY
Earlier, celebrities used to endorse relatedproducts
Now, the personal traits of the celebrity beingleveraged Insurance and Sachin Tendulkar
Cadbury and Amitabh Bacchan
Bank of Baroda and Rahul Dravid
Timex and Brett Lee
Pepsi and Ranbir Kapoor
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CHOICE OF CELEBRITY
However celebrities should be usedjudiciously
The value of the celebrity = Value of thebrand
Endorser should not overpower the brand
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MULTIPLIER EFFECT FORMULA
To be successful, a brand needs to have a strong identity of its own. It shouldideally not piggyback on the identity of a celebrity and hope to achieve success.
Most times it seems like it is just the celebrity saying I use this product, so
why dont youkind of thing and the ad agency thinks it has done its job.
Celebrity endorsements work best when the product already has a strong
identity and a USP that is well established, then a celebrity can come in and give
the brand an added punch and generates some more interest value.
A complete fit between the values of the brand and the values of the celebrity.
To create a unique situation or story that links the celebrity to the product.
S= P*D*AVwhere S = Successful brand
P = Effective product
D =Distinctive identity
AV = Added Values
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STRATEGIC USE OF CELEBRITY ENDORSMENT
Celebrity Endorsements are very expensive. Selection of celebrity is more important than
its use.
The recognition, image &reputation ofcelebrity and his/ her suitability with theproduct should be given due consideration.
Celebrity endorsement must be used withinthe defined legal framework.
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TO STRENGTHEN BRAND IMAGE AFTER A SETBACK
Celebrities also used to reassure peoplestrust on the company.
AMITABH promoting Cadbury Testimonial-By-Mr-Amitabh[www.savevid.com].flvchocolates.
Shahrukh khan endorsingICICI bank.
Aamir khan visiting coke plants after the pesticide case.
New Kurkure ads showing the ingredients of theproduct after the plastic case that came in focus.
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PERFECT MATCH- CELEBRITY
AND BRAND
2) The ruff n tuffAkshay Kumar
in Thumsup saying Taste The
Thunder
Endorsee has deep
penetration among the massesand he is a credible source.
Endorsee should not be
bigger than the brand.
The image of celebrity should
match with the brand.
1) The Chulbuli JUHI in
Kurkuread Saying MASTIBOLE TO KURKURE.
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FIVE CAUSES OF LET-DOWN
1. Weak Product
Amitabh and Abhishek Bachchan in MarutiVersa
2.BRAND -
CELEBRITY DISCONNECT-Shahrukh khan
endorsing
lux beauty soap
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CONTINUED..
3. CLUTTER FLUTTER
One celebrity endorsing so many brands.
Unfortunately in India , we have too manybrands chasing too few celebrities.
We have just two and half %celebrities in acountry of 1 billion people.
Eg.- Amitabh endorsing REID& TAYLOR,DABUR, CADBURY, PARKER PENS etc
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4. Dissatisfaction with the productquality/performance
Sachin endorsing FIAT PALIO, but due to poor
fuel efficiency of the car ,its sales took abeating.
CONTINUED.
5. Confusion/SkepticismBrand is overshadowed in the
overwhelming presence of thestar.
Britney spears in Pepsi ad.
Britney-Pepsi-Commercial[www.savevid.com].flv
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THE NEW BREEDING GROUNDS FOR
CELEBRITY
IPL as excit5ing New breeding ground 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.
Magnetism of celebrities in the recent generalelections.
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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 and
given the affordability and societal norms, each buyerwould like to buy and consume one of the highly
acceptable, recognizable, and reputed brands.
Celebrities are after all mere mortals made of flesh and
blood like us. If a celebrity can aggrandize the merits of
a brand, he or she can also exacerbate the image of a
brand.
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CELEBRITY ENDORSING FOR SOCIAL CAUSES
AMITABH IN POLIODo boond zindagi ki.
AMITABH in HIV- AIDS.
Aamir in incredible India- Atithi Devo Bhava
Preity Zinta in bravery award.
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RISKS ASSOCIATED .
Fame is a fickle and fleeting companion. Celebrities are human they also make mistakes. Eg:- 1.Magic Johnson lost his endorsement deals
when he was declared HIV- POSITIVE.2.Ganguly after loosing his captainship even lost
his mark in advertisements.3. Tiger Woods lost his biggest deals post his affair
One should not just rely on one celebrity instead linking brandassociation with several celebrities.
Get your thinking caps on and come up with a better and a
safer idea. Eg:Vodafones new brand amdassador-ZooZoo
Zoozoo-High-Speed-Gaming-On-Vodafone-3G-New-Ad-HD-World-cup-releas[www.savevid.com].flv
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CONCLUSION
Marketers pay a lot of dollars to celebrity endorsee thinkingthat these stars will bring magic to their brand.
Celebrity that glitter is not gold.
Endorsing a celebrity is means to an end but not an end initself.
Todays customer shops very smartly, knows that these
celebrities are paid and hence are pessimistic about it. There should be an idea that makes celebrity relevant to the
product and the consumer.
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SUCCESSFUL CELEBRITY ADS - INDIAN EXAMPLES
Jalal Agha and Shammi Kapoor (PanParag)
Kapil Dev (Palmolive Shaving Cream) Sunil Gavaskar (Dinesh Suitings)
Shah Rukh- Santro and Pepsi
Aamir Khan and Coke
Aishwarya Rai and Nakshatra
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GLOBAL EXAMPLES
Pepsi and Shaquille O'Neal, Mary J. Blige,Wyclef Jean, and Busta Rhymes
Nike Golf Equipment and Tiger Woods
Reebok and Kobe Bryant
Air Nike and Micheal Jordan
HP and Jay Z
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