celebrity endorsement affecting advertising (3)

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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Match up Brand Image and Celebrity Image


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Meaning Transfer Model


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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.

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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.

celebrity endorsement affecting advertising (3)

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