frame work for celebrity endorsements
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Sports, Entertainment & Media Marketing
Individual Assignment 2
Jatin Ghritlahre4057/19
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What does a celebrity endorsement mean?
• A celebrity speaks on the behalf of a brand.• Expect to convince the customers to believe in the brand
since a celebrity is associated with it.• A celebrity can be
Actors ( Shahrukh Khan, Amitabh Bacchan etc..) Models Sports Athletes ( Sachin Tendulkar, Tiger Woods etc..) Fictional celebrities ( Amul girl, Zoo Zoos, Col. Sanders
etc..) Pop starts and entertainers ( Michael Jackson, Britney
Spears) Politicians
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Why celebrity endorsement?
Establishment of credibility Ensured attention Build Brand Equity
Higher degree of recall Associative benefit Cultural association
with a brand
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How to choose a celebrity?
Celebrity Endorser
Personal attributes
Celebrity Brand/Product
fit
Celebrity usage
Credibility of the celebrity
Other endorsements
Popularity among the TG
Risk of Controversy
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• Physical appearance, Media Image, Likeability, expertise in his field, personality Personal attributes
• Attractiveness based, expertise based or image based congruence with the brand/product
Celebrity- Brand/Product fit
• Must ensure attention of the target group by breaking the clutter of advertisements and making the ad and the brand more noticeable.
Popularity among the target group
• Is the celebrity qualified enough to tell the good from bad?Credibility
• Multiple endorsements must not clash with each other• Past endorsements must not clash with current one.
Other Endorsements
• The advertising idea must match with the image of celebrity• Should not over/under use a celebrity in a campaignCelebrity usage
• A controversy with the celebrity can affect the brands associated with him.Risk of controversy
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Framework for choosing a celebrity
All the above mentioned metrics
are to be considered while
selecting a celebrity endorser, but it is
nearly impossible to find a celebrity that scores perfectly in
all the areas.
Moreover our celebrity of choice may not always be available given the budget constraints
and schedule of the celebrity
Therefore we need to device a system
in which we can prioritize our needs
according to the above metrics
Also we need to decide how much weightage is to be
given to each factor.
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Framework for choosing a celebrity
Low
Risk of controversy Celebrity usage
Medium Credibility Other Endorsements
High Personal attributes
Popularity among the
target group
Celebrity- Brand/Product
fit
Each category of factors is given a weightage according to importance
High category metrics are given a weightage of 0.5, medium 0.3 and low 0.2
For evaluating a celebrity, a scale of 1-10 is used with 10 being the highest
For every category a simple average score is calculated
A celebrity is scored on each metric and weighted average is calculated.
A score above 7.5 is good.
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Amir Khan – Incredible India Campaign
• Amir Khan has a very positive image, physical attractiveness, and popularity• Has a huge fan base in IndiaPersonal attributes [10/10]
• Since he is known for his social initiatives there is a perfect matchCelebrity- Brand/Product
fit[10/10]
• He is a film star and is popular for his engagement in social causes.Popularity among the target
group[9/10]
• Is popular for his genuine acting and efforts towards social issuesCredibility[9/10]
• Does not do a lot of endorsing, reducing the chance of clashes.• Has proven successful in past endorsements like coca-cola etc...Other Endorsements[8/10]
• Used as a spokes person in a preaching kind of advertisementCelebrity usage[10/10]
• Amir Khan has a decent history of controversies, but his other efforts overcome the controversiesRisk of controversy[6/10]
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Amir Khan – Incredible India Campaign
• Based on the scores given for each metricCategory Average score Weightage Final score
High 9.666667 0.5
9/10Medium 8.5 0.3Low 8 0.2
A score of 9 out of 10 is an extremely high score and thus makes the decision of choosing Amir Khan as a celebrity endorser a
successful one.
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Amitabh Bachchan – Pulse Polio Abhiyaan
• Amitabh Bachchan has a very positive image and popularity • Has a huge fan base in IndiaPersonal attributes [10/10]
• He is an elder and had a long career and has played grandfather in a lot of movies therefore fit with the message
Celebrity- Brand/Product fit[9/10]
• He is a film star and is popular in all brackets of socitiesPopularity among the target group[9/10]
• Is hugely followed in India and commands a respectable position in the Indians’ mind. Credibility[10/10]
• Past endorsements have been hugely successful• Does a lot of other endorsements but in very diverse areas.Other Endorsements[8/10]
• Used as a spokes person in a preaching kind of advertisement commanding the people to go to polio booths in a humorous wayCelebrity usage[10/10]
• Probably one of the cleanest history in terms of controversies.• Responsible citizen imageRisk of controversy[10/10]
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• Based on the scores given for each metricCategory Average score Weightage Final score
High 9.333333 0.5
9.36/10Medium 9 0.3Low 10 0.2
A score of 9.36 out of 10 is an extremely high score and thus makes the decision of choosing Amitabh Bachchan as a celebrity
endorser a successful one.
Amitabh Bachchan – Pulse Polio Abhiyaan
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Katrina Kaif - Titan Raga
• One of the new and youthful icons for young India• Portrays beauty, femininity and sensuality with style Personal attributes [8/10]
• Absolutely no relation with the Brand/ Product category• Neither known for fashion sense explicitly nor for punctuality
Celebrity- Brand/Product fit[4/10]
• She is popular among the target audience but she is not the only one. Popularity among the target
group[7/10]
• As far as fashion is considered she has credibility but nothing special in watches. Credibility[7/10]
• She endorses a lot of brands, mostly beauty and fashion related• Past endorsements were reasonably successful.Other Endorsements[8/10]
• Extremely overused in all the TV ads• Classic case of celebrity outshining the brand.Celebrity usage[5/10]
• She is one of the rising stars and is very popular with minor controversies• Future risk of controversy only a little high.Risk of controversy[8/10]
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• Based on the scores given for each metricCategory Average score Weightage Final score
High 6.333333 0.5
6.71/10Medium 7.5 0.3Low 6.5 0.2
A score of 6.71 out of 10 is a very low score and therefore it is not good enough to choose Katrina Kaif as a celebrity endorser
Katrina Kaif - Titan Raga
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Salman Khan - Wheel
• Very popular among a large section of Indian audiences• Has a very controversial image and has been imprisoned in the pastPersonal attributes [8/10]
• Absolutely no relation with the Brand/ Product category• Anti- family image, usually famous for action/comedy films
Celebrity- Brand/Product fit[4/10]
• Not really popular among TG• His fan base is entirely different from the TG
Popularity among the target group[5/10]
• He has a history of breaking law and thus scores low on credibility at least with this product category. Credibility[5/10]
• He endorses a lot of brands, but wheel is very different from othersOther Endorsements[8/10]
• He was not proper for this category as a brand ambassador• Huge Misfit between his image and the product category.Celebrity usage[5/10]
• One of the most controversial actors in BollywoodRisk of controversy[5/10]
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• Based on the scores given for each metricCategory Average score Weightage Final score
High 5.666667 0.5
5.78/10Medium 6.5 0.3Low 5 0.2
A score of 5.78 out of 10 is a very low score and therefore Salman Khan is not the most appropriate choice for Celebrity
endorser
Salman Khan - Wheel
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Mint-o-fresh
Mint candy from ITC comes under the category of cough
lozenges.
Positioned as an after smoke breath freshener
for the Indian male youth.
Ads are funny, where the protagonists impresses his girl through his fresh
breath
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Celebrity 1- Vir Das
Indian actor and comedian popular
among youth.
Acted in youth oriented movies like Delhi belly, Go goa gone, Badmash
company etc..
Funny ,youthful, energetic, enjoying life
kind of image
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• As a standup comedian he is accomplished and known• Although his movies are mostly youthful and comic and so is his imagePersonal attributes
• He can be related to a young male smoker and has a comic image• Previous ads for minto fresh were humorous so he fits in nicelyCelebrity- Brand/Product fit
• Really popular among TG, especially through his movies• A large section of TG can relate to him
Popularity among the target group
• Since he is a youth icon and of the same demographic as the TG credibility is high. Credibility
• Fairly new celebrity, does not endorse a lot of brandsOther Endorsements
• He can be used in a series of comic ads around the same line as current adsCelebrity usage
• Does not have a controversial imageRisk of controversy
Vir Das evaluation
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Celebrity 2 – Anushka Sharma
Young Indian movie actor and very popular
among the youth
Acted in various movies in both comic and serious roles like
Badmash Company and Band baja baraat
Youthful, bold, funny, bindass kind of image
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• Funnny, Bold, Youthful girl next door image• Physical attractiveness, popularity among the young audiencePersonal attributes
• Can be related to a next door girl every young aspires• Her image is similar to the brands imageCelebrity- Brand/Product fit
• Extremely popular among the TG through her movies• Her roles in the movie is mostly youthful and thus many could relate
Popularity among the target group
• As a celebrity she is credible enoughCredibility
• Fairly new celebrity, does not endorse a lot of brandsOther Endorsements
• She can be used in a series of comic ads along with Vir Das Celebrity usage
• Does not have a controversial imageRisk of controversy
Anushka Sharma evaluation
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