4) advertising management


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4) advertising management

  1. 1. Advertising Management Center for Management Studies Bangalore 16 January 2008 4
  2. 2. Session Take Aways <ul><li>Recap of Session 3 </li></ul><ul><li>What is Celebrity Endorsement all about? </li></ul><ul><li>In what ways is Celebrity Endorsement good for a Brand? </li></ul><ul><li>How could it negatively affect the Brand? </li></ul><ul><li>Which Celebrity could be the best for your Brand? </li></ul><ul><li>Brand SRK versus Brand Aamir! </li></ul><ul><li>Exercise </li></ul>
  3. 3. Celebrity Endorsement <ul><li>Celebrity Endorsement involves the usage of a appealing Celebrity I.e a popular figure in a field / genre of work in brand communication to assist in creating positive inclination of the TG towards the brand. </li></ul><ul><li>Top Celebrities by Genre </li></ul><ul><li>Bollywood - Amitabh, Shahrukh, Hrithik, Abhishek, Rani, Preity </li></ul><ul><li>Cricket & Sports - Dhoni, Sachin, Ganguly, Sania, Vishwanath Anand, Narayan K, Baichung </li></ul><ul><li>Music - Rehman, Zakir Hussain, Abhijeet </li></ul><ul><li>TV Stars - Shweta, Hussain, Mona Singh, Raju Srivastav </li></ul><ul><li>Celebrity Management Agency is the interfacing entity of the client with the celebrity. For all contractual terms, schedules of shoots, formalities & modalities etc Celebrity Managers act as intermediaries </li></ul>
  4. 4. Pros of using Celebrities - 6 Quicks <ul><li>Quick Salience for the Brand, cuts through the clutter and ads get ‘noticed’ </li></ul><ul><li>Quick Connect to Target Audience, viewer moves from hearing to ‘listening’ </li></ul><ul><li>Quick Shorthand , no need to elaborate, just the face and the name brings in trustworthiness to the Brand, easy fit into marketing strategy </li></ul><ul><li>Quick Differentiation , defines brand positioning versus competition, similar strategy by competition </li></ul><ul><li>Quick PR , gives corporate mileage and brand limelight by various means </li></ul><ul><li>Quick Rejuvenation , gives brand a new face, a new life </li></ul>
  5. 5. Why not Celebrities? <ul><li>Clutter - Overdose of Celebrity can result in lesser impact to Brand </li></ul><ul><li>Negative Imagery in case of Non-Performance of Celebrity can rub off to the Brand </li></ul><ul><li>Viability may not be there for a smaller Brand from budgeting perspective </li></ul><ul><li>Shoots are Time Consuming and may not meet tactical objectives of Brand </li></ul><ul><li>Contractual Obligations & Idiosyncracies associated with Celebrities could be detterents for the Brand Communication </li></ul><ul><li>Overpowering - Celebrities could overshadow the Brand and create higher recall for themselves versus the brand they endorse! </li></ul><ul><li>Believability coming down as consumers get more intelligent </li></ul>Celebrities are great eye-catchers but the deliverability & communication idea would always remain the soul of the brand
  6. 6. Selecting the Celebrity <ul><li>Determine the 10 attributes of your brand which the TG recognises distinctly </li></ul><ul><li>Identify amongst these 5 attributes that are the essence of the brand which you would like to re-inforce in communication </li></ul><ul><li>Shortlist Celebrities having traits or behavioral characteritics gelling with the above 5 attributes </li></ul><ul><li>Preferably, delist Cluttered Celebrities - I.e those endorsing a basket of brands </li></ul><ul><li>Delist Competition Celebrities and Celebrities with recent Negative Imagery </li></ul><ul><li>Decide amongst the Top 3 Selected Celebrities basis cost factor, contractual obligations and future recall value </li></ul>
  7. 7. Brand SRK versus Aamir
  8. 8. Exercise <ul><li>Select a suitable Celebrity for endorsing following product categories matching the fit basis key benefit. </li></ul><ul><li>GROUP 1. Tupperware Kitchenware </li></ul><ul><li>GROUP 2. Pocket Mp4 Player </li></ul><ul><li>GROUP 3. Home Paints </li></ul><ul><li>GROUP 4. Packaging Machines for Industry </li></ul><ul><li>GROUP 5. Duracell Batteries </li></ul>