celebrity endorsements finally ppt

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CELEBRITY ENDORSEMENTS By Mariyam Khan

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Page 1: Celebrity endorsements finally ppt

CELEBRITY ENDORSEMENTS

By Mariyam Khan

Page 2: Celebrity endorsements finally ppt

WHO IS A CELEBRITY ? Celebrities are people who enjoy

public recognition by a large share of a certain group of people

Page 3: Celebrity endorsements finally ppt

Actors (ex Shahrukh khan, Amitabh Bachhan ),

Models (ex. Vaneeza Ahmed, Iman Ali)

Sports athletes (ex. Shahid Afridi, Sachin Tendulkar, Roger Federer )

Entertainers (ex. Anwar Maqsood, Umer Shareef)

Pop Stars (ex. Jal, Atif Aslam,Call)

Businessmen (ex. Dirubhai Ambani)

Politicians Fictional celebrities (Ronald McDonald, Fido dido, Amul Girl,

Dentonic guy)

Page 4: Celebrity endorsements finally ppt

CELEBRITIES APPEAR IN PUBLIC IN DIFFERENT WAYS They appear in public when

fulfilling their profession They appear in public by

attending special celebrity events

They are present in News, Fashion magazines and tabloids

They act as spokes people in advertising to promote products and services

Page 5: Celebrity endorsements finally ppt

HOW A FIRM EMPLOYS A CELEBRITY Testimonial Endorsement Actor Spokesperson

Page 6: Celebrity endorsements finally ppt
Page 7: Celebrity endorsements finally ppt

celebrity endorsements are more typical for nationally marketed products then for local or niche market products

Because the celebrity is recognizable globally, it is a low cost way to achieve cross group coordination

Page 8: Celebrity endorsements finally ppt

HOW CELEBRITY ENDORSEMENTS AFFECT CONSUMER PURCHASE DECISION celebrity endorsement have recall of the product celebrities have credibility on expertise that makes

the product more desirable or enhances perceptions of quality

the celebrity endorsers image is transferred to the product so that those who use the product are associated with the image.

Page 9: Celebrity endorsements finally ppt

RESEARCH SHOWS:

celebrity endorsements enhance brain recall. subject tended to like the product more when it was

endorsed by the famous athlete than by an average citizen

Success of fictional Celebrity endorsement

Page 10: Celebrity endorsements finally ppt

Several models have been developed that

give insight to independent variable

effecting celebrity endorsement and hence

its efficacy.

Page 11: Celebrity endorsements finally ppt

(A) SOURCE CREDITABILITY AND ATTRACTIVENESS The endorser has to be trustworthy enough to modify people’s

attitude towards the brand Source attractiveness refers to the endorsers physical approach,

personality, likeability, and similarity to the receiver, thus to the perceived social values of the source

The model basically focuses on the belief that persons who perform well on one dimension are assumed to excel on others as well.

Page 12: Celebrity endorsements finally ppt

(B) THE MATCH-UP HYPOTHESIS effectiveness depends on the existence of a “fit”

between the celebrity spokesperson and endorsed brand

It says that celebrity endorsement will only effect buying behavior if the characteristics of the product “match-up” with the image conveyed by the celebrity.

Page 13: Celebrity endorsements finally ppt

(C) MODEL OF MEANING TRANSFER

First: meanings attributed to the celebrity become associated with the brand in the consumers.

Second: customer acquires the brands meaning. Third: the importance of the consumer’s role in the

process of endorsing brands.

Page 14: Celebrity endorsements finally ppt

(D) MULTIPLE BRAND AND CELEBRITY ENDORSEMENT some celebrities are endorsing

several brands or a specific brand is endorsed by

different spokesperson

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ENDORSEMENT: RISKS Celebrity overshadows the

brand Necessary Evil Celebrity creditability a

question mark for the competent customer

Conflicting Image Multiple Endorsement Influence of Celebrity

scandals and moral violation on brands

Page 16: Celebrity endorsements finally ppt

ENDORSEMENTS: RETURNS Build Awareness Connects Emotionally Quick Connect: Means of Brand differention Source of Imitation and

hence inducing increased product usage

Better Brand Image

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CONCLUSION Before choosing the celebrity the

marketer has to decide how far the benefits outweigh the risks associated.

Because celebrity endorsement can create a buzz and make a consumer feel better about the product but it can not itself guarantee sales.