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7/31/2019 Celebrity Endorsement Affecting Advertising (3)
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INTRODUCTION
The society - over communicated
Around 130 Television channels in India
Reasons for celebrity endorsement
Influence on consumer It was found out that food and beverages
contributed about 36%, which was the maximum inoverall TV ad pie of FMCG sector, followed by 26% of
personal care products and 13% by hair care. Top advertisers in Indian market are HUL
(Hindustan Unilever), Procter-Gamble.
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Objectives:
To know the impact of celebrity endorsements onbrands
To know whether celebrity endorsements increase
the sales of the company To know and understand whether celebrity
endorsements work in India
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Hypothesis
Celebrity endorsements does not always have apositive effect on the brand
It do has an effect on the sales of the company
Celebrity endorsements attracts the customertowards the brand
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History
Late Nineteenth century
Hindi film and TV stars and Sportsperson
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Choosing The Right Celebrity
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Choosing The Right Celebrity
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Choosing The Right Celebrity
Match up Brand Image and Celebrity Image
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Choosing The Right Celebrity
Match up Brand Image and Celebrity Image
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Choosing The Right Celebrity
Match up Brand Image and Celebrity Image
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Choosing The Right Celebrity
Meaning Transfer Model
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7
8
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Credibility Itistheabilitytoinspirebelief
ortrust. Thustheconsumersaccept
somethingastrue,iftheirfavoritecelebrityendorsesanyproduct.
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EnsuredAttention Thecelebritymightbringa
polite,considerateoraffectionateact.
Hencetheinterestofgeneralconsumersincreasesinaparticularproductifacelebrityendorsesit.
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HigherDegreeofRecall Celebrityendorsementforces
thebuyerstoremembersomething orbringsomethingbacktomind.
Eg.Whenyougoforbuyingkurkure,yourecalljuhichawla,mayitbeBalajichatakapatakaororiginalkurkure.
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MitigatingatarnishedImage Acelebritymayhelpin
rebuildingtheimageofabrand.
Eg.Whencoca-colawasimagewastarnishedbycallingitthecold-drinkcontainingpesticides,AamirKhanhelpedittoreshapeit.
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PsychographicConnect Acelebritymayalsohelpa
productinaffectingthepsychologicalprofilesofpotentialbuyers.
Henceitdirectlyaffectsthemarketingstrategy.
Eg.LUXasabeautysoap.
13
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AssociativeBenefit Justbygettingassociatedtoa
product,acelebritymaypushthesalesofanyproduct.
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Rejuvenatingastagnantbrand Astagnantbrandcanalsobe
extrapromotedwiththehelpofcelebritieswhoarepopular.
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Disadvantages
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Thereputation
of
the
celebrity
may
derogateafterhe/shehasendorsedtheproduct
Acelebritysimagemayalsogettarnishedafterhe/sheendorsesanyproduct.
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Celebritybecomes
bigger
than
thebrand
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Inconsistencyin
the
professionalpopularityofthecelebrity
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Multibrand
endorsements
by
the
samecelebritywouldleadtoconfusion
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Celebrity CredibilitySkepticism by the consumersregarding the celebrities,especially when there is anythingnegative regarding the celebrity
associated with the brand in the news,then brand is bound to be affected.
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Conclusion
A brief assessment of the current market situationindicates, that celebrity endorsement advertisingstrategy can under the right circumstances indeed
justify the high costs associated with this form of
advertising. The use of celebrity for endorsementscreate a very favourable impact on the consumerand it creates a connect which forces a consumer topurchase a product. However, as several failures
show, it is essential for advertisers to be aware of thecomplex processes underlying celebrityendorsement.
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It has been proved from the discussion that celebrityendorsements are a powerful and useful tool thatmagnifies the effect of a campaign but the word ofcaution to be followed seriously; celebrities alone donot guarantee success nor does a great advertisingcampaign or the best possible product. It is thecombination of several factors and elements that
work together for the success of a brand and itsacceptance in the minds of consumers as well as forits market offering.
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Modern day consumers are well educated and smart,they know celebrities are being paid for theseendorsements and this knowledge makes consumersrather more cynical about the product and celebrity
endorsements. Majority of the consuming populationalso knows what is advertising and how it actually
works and this knowledge of consumer makes thetask of celebrity endorsement all the more difficult
and challenging for the advertising companies andthe sponsors. Indian companies both advertising andproduct offering companies have top make an effortto overcome this ever-mounting challenge.
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Whether Celebrity endorsement has a positive or anegative impact on the brand is a debate that is opento interpretation. But till the time the corporate
world continues to foot fancy bills of celebrityendorsers and till consumers continue to be in awe ofthe stars, the party is not likely to break up.
Celebrity endorsement is a mean to an end not an
end itself.
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Thank You.