Impact of Celebrity

8/6/2019 Impact of Celebrity

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Dharti Gandhi

Priyanka Modi


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Advertising in India, started with hawkers.

Then Indian advertising got converted into astrategic tool.

Celebrity endorsement tried to benefitfrom emotional attachment of the fans.


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Celebrities are people who enjoy specificpublic recognition by a large number of certain groups of people. They have somecharacteristic attributes likeattractiveness, extraordinary lifestyle orspecial skills that are not commonly

observed. Thus, it can be said that within asociety, Celebrities generally differ fromthe common people and enjoy a highdegree of public awareness.


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Endorsement: meaning from Celebrity to thebrand

Consumption: from the brand to the consumer Culture : formation of Celebrity image


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Actors (e.g., Amitabh Bachchan, Shahrukh Khan,Aishwarya Rai, Preity Zinta,and Aamir Khan ).

Models (e.g., Malaika Arora, Milind Soman,Naomi Campbell, , etc),

Television Personalities (Hussain, Smriti Irani) Sports figures (e.g., Sachin Tendulkar, Sania

Mirza, Tiger Woods, etc)

P op-stars (e.g., Madonna, Shakira) Businessmen (e.g., Vijay Mallya, Bill Gates) P oliticians . (e.g., Atal Bihari Vajpayee , Sonia

Gandhi)


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It is more of meaning translation & meaningapplication


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McCracken, the author to The MeaningTransfer Model , has suggested that, Theeffectiveness of the endorser depends, in

part, upon the meaning he or she brings tothe endorsement process.


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The selection is in fact a collaboration, fromwhich both the company and the Celebritygains.

There are various scientific ways in whichthe right Celebrity is selected.


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Trustworthiness: For example - Legendary actor

Amitabh Bachchan who is an icon of trust; promotingICICI Bank.

E xpertise: For example - Golfer TigerWoods for a sports brand.

A ttractiveness: For example - Tennis playerAnna Kournikova who earns 10 M illiondollars per year in just endorsement.

Respect: For example - FormerM

iss WorldA ishawarya Rai and the E ye donationcampaign.

S imilarity: For example - a child artistpromoting a chocolate brand


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Celebrity & audience match up.

Celebrity & brand match up.

Celebrity credibility.

Celebrity attractiveness.

Cost consideration


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N egative publicity - If the celebrity is strongly associated withthe

brand then the occurrence of the negative publicity can spill overthe brand.. E.g., Salman Khan lost his endorsement deal withThumbs-Up after his infamous incidents like buck-killing and

rashdriving. O vershadowing - When celebrity endorser is used, the risk of consumers focusing on the celebrity and not on the brand exists. O verexposure - This risk arises when the celebrity chooses toendorse several different products simultaneously which might

leave the consumers confused. E.g., Sachin Tendulkar endorsesseveral brands such as MRF, TVS Victor, Pepsi, Fiat, Boost, etc Financial risk : hiring a celebrtiy is very expensive for the companySo if the product fails company will have a huge loss.


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Advertisements along with other marketingefforts generate expectations and feelings in acustomer.

Celebrities create positive feelings towardsbrands, connect user to brand and are perceivedby consumers as more entertaining.

Consumers who are particularly knowledgeableabout a product may be less influenced by aCelebrity than those with little knowledge.


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There is a gradual shift from the traditional approach of showingCelebrities in advertisement to making them the spokes-person of the brand.

Celebrity endorsements do work in the Indian scenario.

The consumer looks for a variety of aspects from theendorsement like the credibility and likeability of the endorser.

Multiple endorsements do clutter the minds of the consumer.


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Documents

Impact of Celebrity