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ADVERTISING THROUGH
BRAND AMBASSADOR S
{Searching for the Right Match}
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Any brand can get a celebrity. That is easy.But getting a celebrity consistent with theright brand, to the right degree, at the righttime, for the right purpose and in the rightway... that is not easy.
Aristotle said Beauty is a greaterrecommendation than any letter ofintroduction.
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Advertising is any paid form of non-
personal presentation and promotion ofideas, goods and services by an identified
sponsor.
The term advertising is derived from Latinword advert ere which means to turn to.
Advertising does turn the attention of peopleto a product,service,idea or organization.
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Non-Personal Paid Form
Identified Sponsor
Mass Appeal Promotion
Creativity
Multiple Media
Products, Services and Ideas
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Electronic mediaTELEVISON
RADIO
INTERNET
Print mediaNEWSPAPER
MAGAZINES
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Celebrity Branding is a type of branding, or
advertising, in which a celebrity becomes a
brand ambassador and uses his or her status insociety to promote a product, service and
sometimes appears as Promotional model..
Without endorser, the product is lifelessand faceless.
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A Brand Ambassador would be one who isan integral part of the brand which goesbeyond just appearing on TV commercials.
For example, Priyanka Chopra is the brandambassador for Dabur Amla Hair Oil.
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Face would be the current celebrityappearing in the advertisementAn example would be Pepsi using Ranbir
Kapoor.
Brand Face
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Creates Brand Awarenes Celebrity values define, and refresh the
brand image Celebrity adds new dimensions to the brand
image Instant credibility or aspiration PR coverage Convincing clients Higher degree of recall
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Aspect of
Brand
Image Celebrity Product
Attractiveness Stylish Virat Kholi Liva
Trustworthiness Reliable AmitabhBachchan
Dabur
Social Cause Knowledge Aamir Khan Athithi Devo
Bhava
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BEAUTY,ELEGENCE
CREDIBILITY,TRUSTWORTHINESS
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Product PlacementsWhile the movieTaal brandishedCoke bottlesunabashedly
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No More butCelebrities Stillcampaigns created around
a dead personality was the'Kar lo duniya muthi mein'campaign for Reliancefeaturing Dhirubhai Ambani
Fictional HeroesShaktimaan has soldParle-G, and Popeyesingle-handedly
revived theconsumption ofspinach in the US.
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MascotsRonald McDonald, the
Amul girl
Men are from Mars,Women from Venus
John Abraham lendshis rugged image toYamaha bikes whilePriyanka Chopra lends
her girl next doorimage to ScootyPleasure.
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Celebrities for aCauseThe Pulse Polio campaignbeing coordinated by UNICEFfor the Ministry of Health andFamily Welfare had AmitabhBachchan and SachinTendulkar
UnintentionalCelebrityEndorsementsThe following yearsales figures wereclose to ten thousand
mark John Abrahamhayabusa in movieDhoom
http://images.google.co.in/imgres?imgurl=http://static.expressindia.com/expressindia/grfx/pics/amitabh60a.jpg&imgrefurl=http://www.expressindia.com/fullstory.php?newsid=90758&h=74&w=60&sz=3&hl=en&start=62&um=1&tbnid=G1oIt0DI3KqOjM:&tbnh=71&tbnw=58&prev=/images?q=pulse+polio+ads&start=60&ndsp=20&um=1&hl=en&cr=countryIN&sa=N -
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There is a gradual shift from the traditionalapproach of showing celebrities in advertisementto making them the spokes-person of the brand.
Celebrity endorsements do work in the Indianscenario. The consumer looks for a variety of aspects fromthe endorsement like the credibility and likeabilityof the endorser. Multiple endorsements do clutter the minds of theconsumer.
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When one endorser endorses many brands, thenthe recall of the endorsement depends entirely onthe power of the brand. It is not just the financial gains from theendorsements that matter to the celebrity. Theyalso look for the fit with the brand and what theendorsement might do to their image. Professional performance of the endorser isimportant in deciding the success of theendorsement. bad performance causes negativeimpact to the endorsements. Regional appeal factors, popularity, attractiveness,belief system are important platforms which impactcelebrity endorsement.
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