Celebrity Endorser

“BLESS”

??????

Made by:

315051088 M. Setiawan Kusmulyono

315051028 Megawati

315051041 Milka Gracia

315051026 Raditya Dwi Putra

PRASETIYA MULYA BUSINESS SCHOOL

For Consumer Behavior Debate

or “CURSE”

Celebrity is a famous person, especially in entertainment or sports, such as movie stars, TV personalities, popular entertainers, and sport icons.

Endorser is a person who expresses support for someone or something, especially in public.

dEfiNiTiOn

Guess the Ad!!!!!

Reference Group & Family Influences

Celebrity is one of reference group appealsIndirect reference group

Objective of Usage of Celebrity Endorser:

•Informative Advertising

Mie Goreng Kriuk : 3 Diva

•Persuasive Advertising

Fren : All Stars

•Reminder Advertising

Lux : Tamara B., Dian Sastro

•Reinforcement Advertising

Honda Genuine Parts: Mandra

Requirement of Celebrity Endorser:

•Same characteristics

•Credibility

•Attractiveness

•Expertise

•Good carrier

Celebrity endorser could attract their symbolic group

Example: Deloners, Sahabat Peter Pan, Bala Dewa

Consumer Motivation

GOALS

Generic Goals

Product Specific Goals

I want to be like Dian Sastro

I want to have a beautiful skin

POSITIVE MOTIVATION

NEGATIVE MOTIVATION

Ex: Yamaha : “Yang Lain makin ketinggalan”

Force away some object or direction

Force toward some object or direction

Rational VS Emotional Motives

Endorser is used for emotional

Ex : Indomik : “Belajar dan minum susu”

Consumer PerceptionSensatio

nSensory Receptor

Subliminal PerceptionEx: Tag Heuer in James Bond

Communication proccessThe Message Initiator (Source) Credibility – Celebrity Endorser

• When message comprehension is low• Synergy between the endorser and type

of product or service advertised

For attractiveness-related products, such as cosmetics

Physically attractive celebrity

• Same demographic characteristics (e.g., age, social class, and ethnicity)

between the endorser and the target audience

• The specific wording of the endorsement must be lies within the recognized competence of the spokesperson

• The endorser’s credibility is not a substitute for corporate credibility

CELEBRITY ENDORSER WOULD BE BLESS FOR

THE MARKETER