1. By Mariyam Khan

2.  Celebrities
are people who enjoy public
recognition by a large share of a certain
group of people

3.  Actors (ex Shahrukh khan, Amitabh Bachhan ),
 Models (ex. Vaneeza Ahmed, Iman Ali)
 Sports athletes (ex. Shahid Afridi, Sachin Tendulkar, Roger Federer )
 Entertainers (ex. Anwar Maqsood, Umer Shareef)
 Pop Stars (ex. Jal, Atif Aslam,Call)
 Businessmen (ex. Dirubhai Ambani)
 Politicians
 Fictional celebrities (Ronald McDonald, Fido dido, Amul
Girl, Dentonic guy)

4.  They appear in public when
fulfilling their profession
 They appear in public by attending
special celebrity events
 They are present in News, Fashion
magazines and tabloids
 They act as spokes people in
advertising to promote products
and services

5.  Testimonial
 Endorsement
 Actor
 Spokesperson

7.  celebrity endorsements are more typical for
nationally marketed products then for local or
niche market products
 Because the celebrity is recognizable globally, it
is a low cost way to achieve cross group
coordination

8.  celebrity endorsement have recall of the product
 celebrities have credibility on expertise that makes the
product more desirable or enhances perceptions of quality
 the celebrity endorsers image is transferred to the product
so that those who use the product are associated with the
image.

9.  celebrity endorsements enhance brain recall.
 subject tended to like the product more when it was
endorsed by the famous athlete than by an average citizen
 Success of fictional Celebrity endorsement

11.  The endorser has to be trustworthy enough to modify people’s attitude
towards the brand
 Source attractiveness refers to the endorsers physical
approach, personality, likeability, and similarity to the receiver, thus to
the perceived social values of the source
 The model basically focuses on the belief that persons who perform well
on one dimension are assumed to excel on others as well.

12.  effectiveness depends on the existence of a “fit” between
the celebrity spokesperson and endorsed brand
 It says that celebrity endorsement will only effect buying
behavior if the characteristics of the product “match-up”
with the image conveyed by the celebrity.

13.  First: meanings attributed to the celebrity become
associated with the brand in the consumers.
 Second: customer acquires the brands meaning.
 Third: the importance of the consumer’s role in the
process of endorsing brands.

14.  some celebrities are endorsing
several brands
 or a specific brand is endorsed by
different spokesperson

15.  Celebrity overshadows the brand
 Necessary Evil
 Celebrity creditability a question
mark for the competent customer
 Conflicting Image
 Multiple Endorsement
 Influence of Celebrity scandals
and moral violation on brands

16.  BuildAwareness
 Connects Emotionally
 Quick Connect:
 Means of Brand differention
 Source of Imitation and hence
inducing increased product usage
 Better Brand Image

17.  Before choosing the celebrity the marketer
has to decide how far the benefits outweigh
the risks associated.
 Because celebrity endorsement can create a
buzz and make a consumer feel better about
the product but it can not itself guarantee
sales.