celebrity endorsement

ASTHA LAGHATE 383 1

Celebrity Endorsement

Presented By:

ASTHA LAGHATE

Contents• Overview• Who is a brand ambassador• Need for celebrity endorsement• Impact of celebrity endorsement• Beauties endorsing products• Role of networking sites• Who is a celebrity• Advantages of endorsement • Disadvantages of endorsement• Conclusion• Bibliography

ASTHA LAGHATE 383 2

ASTHA LAGHATE 383 3

OverviewCelebrity Endorsement: An advertising campaign involving a well known person to promote a product or

service. A form of brand or advertisement campaign that involves a well known person using

their fame to help promote a product or service.

ASTHA LAGHATE 383 4

Who is a Brand Ambassador

Brand ambassador is marketing jargon for celebrity endorser or spokes model, a person employed by an organization or company to promote its products or services.

ASTHA LAGHATE 383 5

Need For Celebrity Endorsement Increases the sale Attract more attention of consumers Celebrity add new dimensions to brand

ASTHA LAGHATE 383 6

Impact Of Celebrity Endorsement

Instant brand awareness Celebrity values are redefined Attraction towards product Celebrity helps to set up a new business

ASTHA LAGHATE 383 7

Beauties Endorsing Products

Source attractiveness refers to the endorsers physical approach, personality, likeability, and similarity to the receiver modifying people’s attitude towards the brand.

8

Role Of Networking SitesCelebrities use networking sites to promote a product

ASTHA LAGHATE 383

ASTHA LAGHATE 383 9

Who Is a Celebrity?Celebrities are people who enjoy public recognition by a large share of a certain group of people.

Actors Sports Athletics

Entertainers Pop Stars

Businessmen Politicians

10

Advantages Of Endorsement

Build Brand Equity Help people remember advertisements Make people believe that product

contributes to superstar status Stand out Brand creditability

ASTHA LAGHATE 383

ASTHA LAGHATE 383 11

Disadvantages Overshadowing

Negative Publicity

Over exposure

Financial Risk

Less Equity

ASTHA LAGHATE 383 12

Conclusion Most of the celebrity endorsement have favorable impact There is a positive relationship between different celebrity attributes and

buying decision of customers of FMCG. Choice of celebrity. Before choosing the celebrity the marketer has to decide how far the

benefits outweigh the risks associated. Celebrity endorsement can create a buzz and make a consumer feel

better about the product but it can not itself guarantee sales.

13

Bibliography

• http://www.google.com/KHYATI89/celebrity-endorsement• www.socialsamosa.com/.../how-bollywood

-celebrities-are-using-social-media• www.emeraldinsight.com/doi/abs/• usdrinc.com/downloads/Celebrity-Endorsements.pdf

ASTHA LAGHATE 383

ASTHA LAGHATE 383 14

Thank You