More than Just Lines on a Map: Best Practices for U.S Bike Routes
Celebrity advertisements and effectiveness (1)
1. By- Group F
Amit Attrey(152)
Shailja Lundia(153)
PrakritiNautiyal(154)
Nandini Sharma(155)
Utkarsh Singh(187)
Kunal Panja(198)
2. “Celebrity” refers to an individual who is known to
the public, such as actors, sport figures, entertainers
and others of the like for his or her achievement in
areas other than that of the product class endorsed.
4. Helps to position and re-position existing brands.
Brings global awareness to a brand and brand recall.
Contributes extensive PR advantage and opportunities
for brands.
Famous personalities are a major influence
for our lifestyles.
To push the demand of the product
To bring the reliability and retention of the product.
Instant Credibility
To refresh the brand image.
5. Where,
S is a Successful Brand
P is an Effective Product
D is Distinctive Identity
AV is Added Values
S = P * D * AV
6. About a decade ago, one in three television commercials used
celebrities endorsements, and today this advertising approach
appeared to be on the increase across all media types. It was found
that celebrities are featured in 15% of the prime-time television
commercials.
Indians like to associate themselves with their icons.
Brand Ambassadors bring their endorsements into limelight.
Brand Ambassadors became attention grabber.
The trick of the company.
They motivate consumers to purchase.
They increase awareness.
They create positive feelings towards brands, connect user to brand.
7. Consistency and long-term commitment
Prerequisites to selecting celebrities:
The endorser should be attractive, have a positive image in
the society, and be perceived as having the necessary
knowledge.
Celebrity–brand match
Trademark and legal contracts
Do not endorse competitor’s products in the same product
category
8. Constant monitoring:
Monitor the behavior, conduct and public image
Timing:
Constant lookout for emerging celebrities.
Brand over endorser (Vampire Effect):
Potential overshadowing of the brand by the celebrity
Celebrity endorsement is just a channel
The celebrity trap:
Once into a celebrity, it is hard to get out of it
9. The reason is “Instant Recall” which ensures immediate focus
to the brand.
Example- Pepsi and Coca-Cola.
Companies uses celebrity to come out of losses, basically
when brands need a lift up to come out of low sales.
Example- Cadbury dairy Milk and Amitabh Bachchan
10. Quick saliency: It gets cut through because of the star and his
attention getting value.
Quick connect: There needs to be no insight but the
communication connects because the star connects.
Quick shorthand for brand values: The right star can actually
telegraph a brand message fast without elaborate story telling.
Quick means of brand differentiation: In a category where no
brand is using a celebrity, the first that picks one up could use it to
differentiate itself in the market.
11. As themselves
They advertise the product and promote it with their
name.
As actors
They act as a different character in the advertisement.
Voice Over
They don’t appear in the ad but lend their voice.
Testimonials
They share their own experiences of using that product.
13. Used commonly to entail the communicator’s
positive attributes that affect the recipient’s
acceptance of a message
Source credibility refers to the perception of the
source’s expertise, objectivity and
trustworthiness
Expertise is “the extent to which a
communicator is perceived to be a source of
valid assertions” and consists of knowledge,
special experience and skills
Trustworthiness is “the degree of confidence in
the communicator’s intent to communicate the
assertions he considers most valid and consists of
honesty, integrity and believability
14. “Beauty is a greater recommendation than any
other introduction.”~ Aristotle
Attractiveness based on ‘source valence’ model
was identified as another dimension of source
credibility.
Mostly associated with physical attributes, such
as familiarity, similarity and likeability
Attractiveness includes any number of attributes
such as intellectual skill, personality properties,
lifestyle or athletic prowess
It is not necessary that attractiveness should
necessarily translate into actual behavior,
cognitive attitudes and purchase intention
15. There are certain parameters that postulate
compatibility between brand image and the
celebrity
Celebrity prior endorsements.
Whether celebrity is a brand user.
Celebrity profession
Celebrity’s fit with the brand image.
Celebrity—Target audience match
Celebrity—Product match.
Celebrity associated values.
16. According to McCraken (1989), the previous
models discussed above are not capable of
capture the success factors of the
endorsement process
The central premise is that celebrities
encodes unique sets of meanings which might
be transferable to the endorsed product.
• Culture
• Endorsements
• Consumption
17. Role 1
Role 2
Role 3
Celebrity Product Consumer
Meaning Acquisition Endorsement Consumption
Stage 1 Stage 2 Stage 3
Note: Path of Meaning Movement Stage of Meaning Movement
18. Effectiveness depends on the existence of a 'fit‘
Effective match:
Reid & Taylor and Amitabh Bachhan,
Accenture and Tiger Woods
Establishing a Perfect Match
19.
20.
21. • FIT
• HEALTHY
• PERFECT BODY
• SPORTS PERSON
• FOR FITNESS
• FOR HEALTH
CONSCIOUS
• SPORTS SHOE
28. Dearth of salesman
Amitabh bacchan is one man brand industry.Nobody has that 6-to-60 universal appeal who can
sell anything to India, and to Bharat.
.
30. Endorsing a product with multiple celebrities
as it leads to attracting and connecting to
the different and diverse sets of target
audience to the product.
Multiple celebrities may lead to confusing
consumers about the brand’s identity
It should be assured that “each and every
celebrity possesses compatible meanings that
are sought for brands”
31.
32. Consumer holds by and large a positive
attitude towards celebrity endorsements.
Celebrity endorsement can have an impact
on the consumers recall evaluations,
attention but it does not necessarily always
translates into purchase intentions
Individuals with higher levels of education
might be less influenced by any form of
advertising than those with less education
The celebrities are often looked upon by the
young as their role model.
33. Indian Consumer Mentality
They look up to certain public faces and aspire to be one among them.
Brand Ambassadors connect with a sense of attachment.
Brands have temptation to use celebrity ambassadors.
34. Different stages of consumer purchase decision making
Problem Recognition
Information Search
Generation of
Alternatives
Evaluation of
Alternatives
Purchase Decision
Post Purchase Decision
BRAND AMBASSADOR
CONSUMER
35. Brand endorsements by celebrities are a
widespread phenomenon in India and worldwide
Celebrities in India live a very public life
Few of the brands have been established without
celebrity endorsement like Rejoice, Lifebuoy,
Close Up, Fevicol etc.
There is a great potential for celebrity
endorsement in India like successful
endorsements done by Shah Rukh Khan includes
brands like Santro, Nokia , Nerolac paints, Lux,
Pepsodent, Frooti to name a few
36. Celebrities are most effective when
compared to other genre of endorsers
Celebrity endorsers produced more positive
attitudes towards advertising and greater
purchase intentions
Created endorsers were more effective in
creating a link to the product than celebrity
endorsers
McCraken (1989) found that the use of
celebrity endorsers stand for an effective
way of transferring meaning to brands .
37. To stand out from the clutter
Image polishing
Celebrity as a persuasive source
Improves the level of product recall
Strong impact on learning style and memory
Underpin global campaigns
39. 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.
Editor's Notes
Superbike racing champion Nicky Haydon for Tissot
Mostly, celebrities promote clothing brands or footwear or perfume lines. Celebrity’s brands usually have high sales because people enjoy adapting famous people’s style.
1. As with branding, companies should try to maintain consistency between the endorser and the brand to establish a strong
personality and identity. More importantly, companies should view celebrity
endorsements as long-term strategic decisions affecting the brand. A global brand must
respect local needs, wants, and tastes while endorsing. E.g shahrukh khan and Nokia
2. Amitabh bachan
3.ensure a match between the brand being endorsed and the endorser so that the endorsements are able to strongly influence the thought processes of consumers – Nadal and Nike
4. Trademark and legal contracts: Companies should ensure that the celebrities they hire
are on proper legal terms so that they don’t endorse competitors’ products in the same
product category, thereby creating confusion in the minds of the consumers. Eg. Katrina endorsing so
Monitor the behavior, conduct and public image of the endorser continuously to minimize any potential negative publicity.
As celebrities command a high price tag, companies should be on the constant lookout for emerging celebrities.
Companies should ensure that this does not happen by formulating advertising collaterals and other communications.
Celebrity endorsement is just a channel: Companies must realize that having a
celebrity endorsing a brand is not a goal in itself; rather it is one part of the communication mix that falls under the broader category of sponsorship marketing.
5. The celebrity trap: Once into a celebrity, it is hard to get out of it. If the brand has done
even moderately well after the break of a celebrity campaign, it becomes difficult to separate the role of message and the role of the celebrity in selling the brand.
one of the largest selling brands of chocolate in India, Cadbury Dairy Milk, who received a facelift after signing
Amitabh Bachchan at a time of crisis, when FDA claimed that it had worms, in one of its inspections.