Celebrity Endorsement Affecting Advertising

PREPARED BYPRIYANKA TIRPUDE 113 PRUTHVI RAJ S 114 PULKIT GOENKA 115 PUNEET NAGRANI 116 PUSHKAR KHARATE 117

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 in overall 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.

Objectives:
To know the impact of celebrity endorsements on

brands To know whether celebrity endorsements increase the sales of the company To know and understand whether celebrity endorsements work in India

Hypothesis
Celebrity endorsements does not always have a

positive effect on the brand It do has an effect on the sales of the company Celebrity endorsements attracts the customer towards the brand

History
Late Nineteenth century

Hindi film and TV stars and Sportsperson

Choosing The Right Celebrity

Choosing The Right Celebrity

Choosing The Right Celebrity

Match up Brand Image and Celebrity Image

Choosing The Right Celebrity

Match up Brand Image and Celebrity Image

Choosing The Right Celebrity

Match up Brand Image and Celebrity Image

Choosing The Right Celebrity

Meaning Transfer Model

Choosing The Right Celebrity

Credibility
It is the ability to inspire belief or trust. Thus the consumers accept something as true, if their favorite celebrity endorses any product.

Ensured Attention
The celebrity might bring a polite, considerate or affectionate act. Hence the interest of general consumers increases in a particular product if a celebrity endorses it.

Higher Degree of Recall

Celebrity endorsement forces the buyers to remember something or bring something back to mind. Eg. When you go for buying kurkure, you recall juhi chawla, may it be Balaji chataka pataka or original kurkure.

Mitigating a tarnished Image

A celebrity may help in rebuilding the image of a brand. Eg. When coca-cola was image was tarnished by calling it the cold-drink containing pesticides, Aamir Khan helped it to reshape it.

Psychographic Connect
A celebrity may also help a product in affecting the psychological profiles of potential buyers. Hence it directly affects the marketing strategy. Eg. LUX as a beauty soap.

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Associative Benefit
Just by getting associated to a product, a celebrity may push the sales of any product.

Rejuvenating a stagnant brand

A stagnant brand can also be extra promoted with the help of celebrities who are popular.

Disadvantages

The reputation of the celebrity may derogate after he/she has endorsed the product
A celebritys image may also get tarnished after he/she endorses any product.

Celebrity becomes bigger than the brand

Inconsistency in the professional popularity of the celebrity

Multi brand endorsements by the same celebrity would lead to confusion

Celebrity Credibility
Skepticism by the consumers regarding the celebrities, especially when there is anything negative regarding the celebrity associated with the brand in the news, then brand is bound to be affected.

Conclusion
A brief assessment of the current market situation

indicates, that celebrity endorsement advertising strategy can under the right circumstances indeed justify the high costs associated with this form of advertising. The use of celebrity for endorsements create a very favourable impact on the consumer and it creates a connect which forces a consumer to purchase a product. However, as several failures show, it is essential for advertisers to be aware of the complex processes underlying celebrity endorsement.

 It has been proved from the discussion that celebrity

endorsements are a powerful and useful tool that magnifies the effect of a campaign but the word of caution to be followed seriously; celebrities alone do not guarantee success nor does a great advertising campaign or the best possible product. It is the combination of several factors and elements that work together for the success of a brand and its acceptance in the minds of consumers as well as for its market offering.

 Modern day consumers are well educated and smart,

they know celebrities are being paid for these endorsements and this knowledge makes consumers rather more cynical about the product and celebrity endorsements. Majority of the consuming population also knows what is advertising and how it actually works and this knowledge of consumer makes the task of celebrity endorsement all the more difficult and challenging for the advertising companies and the sponsors. Indian companies both advertising and product offering companies have top make an effort to overcome this ever-mounting challenge.

 Whether Celebrity endorsement has a positive or a

negative impact on the brand is a debate that is open to interpretation. But till the time the corporate world continues to foot fancy bills of celebrity endorsers and till consumers continue to be in awe of the stars, the party is not likely to break up. Celebrity endorsement is a mean to an end not an end itself.

Thank You.