PRODUCT 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 ???

•ENJOY PUBLIC RECOGNITION

•EXPERTS OF THEIR RESPECTIVE FIELDS

•WIDER INFLUENCE IN PUBLIC LIFE & SOCIETAL DOMAIN.

IS THERE A NEED FOR CELEBRITY

•Attract attention

•Believable

•Awareness

•Add new edge

USES OF CELEBRITY ENDORSEMENT

•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

2. Brand celebrity connect

CONTINUE….

3. Clutter Flutter

• DABUR HONEY

•PARKER PEN

•REID & TAYLOR

•HAJMOLA

•CADBURY

CONTINUE…..

4. Dissatisfaction with product quality

5. CONFUSION

E.g. fiat palio

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

CAUSESAMITABH IN POLIO –“ Do boond zindagi ki”

AMITABH in HIV-AIDS

AAMIR in INCREDIBLE INDIA-“Atithi Devo Bhava”

CONSUMER ENDORSEMENT

These endorsements feature actual users of the product or service being sold. Advertising utilizing customer testimonials must reflect the typical experiences of customers and the genuine feelings and findings of the consumer being highlighted.

0% 10% 20% 30% 40% 50% 60% 70%

Magazine

Newspaper

I nternet

Radio

TVTV

RADIO

INTERNET

NEWSPAPER

MAGZINE

0% 10% 20% 30% 40% 50% 60%

THE MOST INFORMATIVE MEDIUM

PROVIDE THE MOST INFORMATION OF NEW PRODUT AND SERVICES

CONCLUSION

Marketer pay a lot of money to celebrity endorsee thinking that this star will bring magic to their brand.

Celebrity that glitter is not gold Endorsing a celebrity is means to an end but not an end

in itself

Today’s customer shops very smartly, knows that this celebrities are paid and hence are pessimistic about it.

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

By:- JAYPAL SINGH RATHORE