CELEBRITY ENDORSEMENT

Beauty and role models are more recommended forGiving information than just words or letters.

Presented to:-Ms. Sanjna walia…(H.O.D )PG Deptt ofCommerce

Presented by:- group 2

Megha Komal

Ishita Heena Sarabjit kaur

A CELEBRITY :- WHO ENJOYS A PUBLIC IMAGE AND WHO IS IN THE POSITION TO MAKE PEOPLE BELIEVE IN WHAT THEY DO AND WHAT THEY SAY.(ACTOR, SPORTS PERSON ETC…..).

CELEBRETY ENDORSEMENT.

A form of advertising campaign that involves a well known person using their fame to helpPromote a product or service such as television ads and launch event appearances in theMarketing of their products.

WHY CELEBRITY ENDORSEMENT IS DONE :-

For brand Introduction& recall.

For pushing theDemand of aProduct.

A familiar &Famous face hasMore influenceThan an averageCitizen.Greater

believabilityLack of Creative ideas

For the FavorableEvaluationOf product byThe customers.

PROCESS OF CELEBRETY ENDORSEMENT………

Why celebrity endorsement gainingImportance these days:-

PeopleBelongFast withThe brandWhen Shown byThe FamousPersona-Lities.

CelebsAre More AttentionSeekers. as Those adsAre moreViewed Than theCommonendorsers.

CelebsMoti-VateThePeopleMore To Purcha-Se.

CelebsConnectPeopleWithBrandMoreEasily.

CelebsBringThe ProductIntoLimelight

CelebsAre MoreCredibleThanTheOrdinaryendorser

CELEBRITY SELECTION BASIS:-

CELEBRITY – PRODUCT MATCH Perfect combination ofMadhuri dixit’s still youngSkin with features of OLAY

CELEBRITY – TARGET AUDIENCE MATCH:-(INSIPARATIONFOR MOTHERSWANT TO GIVEMEDICATEDORS TO THEIRKIDS.)

Celebrity’s popularity

Not perfectlyMatched withProduct butStill chosenOn the basisOf popularityFor endorsement..

Celebrity’s attractiveness The product should be Matched with the qualitiesAnd the features possesedBy the celebrities.

Celebrity Association Value….

Most crucial inSelecting celebrityFor endorsementIs his/her Association values

WHETHER CELEBRITY IS A BRAND USER OR NOT:- IF A CELEBRITY IS NOTBRAND LOYAL THAT MEANS

REEL IS NOT AS SAME AS REAL(Britney spears endorsed for Pepsi spottedDrinking Coke its brand disloyalty..)

TRUSTWORTHINESS

RESPECT

SIMILARITY

EXPERTISE

ATTRACTIVENESS

TEARS

MODEL

ANY brand can get a celebrity in modern era it is easy butTo getting a celebrity consistent with the right brand , to The right degree , at right time , for the right purpose and In the right way……… that is not easy.

If all the decisions are right celebrity endorsement is aAppropriate way for a brand success .

SOME OF THE PRODUCTS SUCCESSFULLY OUTSHINE WITH CELEBRITY ENDORSEMENT ARE:

1. Influence consumer purchases

Why a successful celebrity endorsement is Needed:-

People like to use the Product which their Favorite celebrity use forTheir own.

Like soaps,perfumes,soft drinks,garments,shampoos etc.

2. BUILD AWARENESS:-

As the celebrities are More attention grabbersThey help in gettingPeople to get familiarWith a particular brand.

Like HEENA MEHNDI ENDORSED BY HINA KHAN.

3.ATTRACT NEW USERS FOR BRAND

WHEN The small co.Want to grab new usersThe celebrities are mostAppropriate method forConvincing who neverUse the product .through celebrity endorsement people May get convinced to try the product at least once.

4.Breathe life into failing brands

A new image ofA product can beShown with theEffect of celebrity.

5.ASSOCIATIVE BENEFIT:-

When celebrity is veryMuch associative withA particular brand ,People also get belongedWith the product.

RISK ASSOCIATED WITH CELEBRITY ENDORSEMENT

1. A COMPLETE MISMATCH:-- WHEN THE CELEBRITY AND PRODUCT ARE PERFECTLY MISMATCHED.THIS REFLECTS A NEGITIVE IMAGE OF THE PRODUCT.

2. OVERSHADOWED CELEBS:-

When the product image andFeatures are hidden behind theFace of celebrities.

3. Over exposed celebs:-

when celebrities are chosen for many products so they may loose their credibility.

4. MULTI CELEB ENDORSEMENT; - WHEN A PRODUCT IS ENDORSEDBY MORE THAN ONE CELEBERITYTHEN THE CREDIBILIY ANDTRUSTWORHTINESS OF CELEBRITYIS LOST AND ALSO FOR PRODUCT.

5. DIMINISHING IMAGE OF PRODUCT DUE TO IMAGE OF CELEBRITIES.

example When after falling wicket of Sachin inCricket immediately his ad is shownIt trenched the image of Sachin as wellAs product.

6.PERSONAL dislike on an average for The celebrities endorsing the product.

Sometimes people like the product But don’t want to give attention Because they don’t like the celebrities.

7.BRAND SWITCHING BY CELEBRITIES:-

When the loyalties of celebrities are Shifted that is they are going for some Other product campaigns.

New perspective of gaining attentionOf people:-

By using animated characters to grabThe attention .