2MA04 – Charlotte Rottiers

*

*

*Definition

*Interesting facts

*Conclusion

*

Celebrity endorsement :

*‘ A form of brand or advertising campaign that

involves a well-known person using their fame

to help promote a product or service.’

*Techniques used in the marketing of products

*

*Most common business users: manufacturers of

perfumes/clothing

*

*Paying celebrities to convince consumers they

are just like us.

How much do you think celebrities earn ??

*Brad Pitt : 6.7 million dollars (Chanel No.5)

*Nicole Kidman : 1.5-2 million dollars

*

*Kim Kardashian: 25 million dollars

*

“ The appeal of a celebrity is they act as a

source of credibility for a product”

(Andrew Hughes)

a certain message

*

Brad pitt likes it; so do you; buy this!

= Key message

*

*Advantages:

* Build brand equity

* Helps people to remember ads

* The product contributes to superstar status

*

*Disadvantage/risk= the selection of a celebrity* No fit

* Other problems

*

*Examples of failed advertisement:

*

* Pepsi payed 5 million dollar for using ‘Like a prayer’

in the spot

* Big problem: incited an explosion of controversy

*

*

*

*

*Succesful/treacherous

*Keys to succes:

* Celebrities beloved by customers

*No unforeseen circumstances

*….

Any questions?

*

*http://www.choice.com.au/reviews-and-

tests/money/shopping-and-

legal/shopping/celebrity-endorsements.aspx

*http://www.businessdictionary.com/definition

/celebrity-endorsement.html

*http://www.stuff.co.nz/entertainment/celebr

ities/9555158/Celebrity-endorsements-of-

2013-the-good-the-bad-and-the-awful.