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Celebrity marketing

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Use of celebrity in PR and marketing promotion

Use of celebrity in PR and marketing promotion

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Celebrity marketing Celebrity marketing Presentation Transcript

  • The Use of Celebrity Endorsement
    David Phillips
  • Definition of Celebrities
    Celebrities are people who enjoy specific public recognition by a large number of certain groups of people.
  • How celebrities impact on brand acceptance and consumer perception
  • Important Celebrity Attributes
    Celebrities create image in the mind of customer.
    Celebrities help to brand building.
    Company hiring the celebrity.
    Getting the right celebrity to endorse the right brand.
  • Risks Associated With Celebrity Endorsement
    1. Negative publicity
    2. Overshadowing
    3. Overexposure
    4. Overuse
    5. Extinction
    6. Financial Risk
  • Factors To Focus
    CRM
    Employee Training
    ROI
    Knowledge Management
    Attitude Of Celebrities
  • The Meaning Transfer Model
    Culture
    Endorsements
    Consumption
  • Endorsement
    Consumption
    Meaning Acquisition
    Role 1
    Role 2
    Celebrity
    Product
    Consumer
    Role 3
    Stage 2
    Stage 1
    Stage 3
    Note:
    Path of Meaning Movement
    Stage of Meaning Movement
  • Framework to Make Effective Celebrity Endorsement Program
    Are the celebrity endorsements programs result driven?
    How to quantify the value generated by the celebrity endorsements?
    Are customers able to connect the brand with the celebrity?
  • Framework to Make Effective Celebrity Endorsement Program
    Align Celebrity Endorsement With Business Objectives
    HIGH
    Effectiveness of Brand Positioning
    LOW
    Alignment with Celebrity Attributes
    HIGH
    LOW
  • Framework to Make Effective Celebrity Endorsement Program
    Measure and Quantify Performance.
    The benefits that occur from such a relationship can be categorized into two components: -
    Value of Hard Assets
    Increase in Sales
    Increase in Market Share
    Value of Association
    Brand Recognition
    Customer Loyalty
  • Framework to Make Effective Celebrity Endorsement Program
    Selection and Renewal of Contract With Celebrities
    Increase its benefits by re-examining
    Pre-planned negotiation strategy
    Understand the Competition of Celebrity
    Understand 'Celebrity' Clutter
    Protection Against Ambush Marketing
  • Evolution of Celebrity Endorsements
  • Dimensions
  • REEBOK
    BIPASHA BASU/
    M S DHONI
    PRODUCT
    FIT
    HEALTHY
    PERFECT BODY
    SPORTS PERSON
    FOR FITNESS
    FOR HEALTH CONCIOUS
    SPORTS SHOE
  • SONY VAIO
    KAREENA
    PRODUCT
    BEAUTIFUL
    SLIM
    LIGHT WEIGHT
    ZERO FIGURE
    STYLISH
    SLIM
    LIGHT WEIGHT
    STYLISH
    SLEAK
  • PEPSI
    Pepsi Gladiator/
    Britney Spears
    PRODUCT
    YOUNG
    STYLISH
    ENERGETIC
    CHOICE OF YOUTH
    FOR YOUNG PEOPLE
    ENERGETIC
  • Effective audiences
    Not great for Political PR
    Celebrity endorsers have more impact on younger consumers
  • More Information
    Rules
    http://www.celebagents.co.uk/endorsements.php
    Reading
    L’Etang chapter 10
    Pringle, H, (2004) Celebrity Sells John Wiley & Sons
    Bohdanowicz, J. & Clamp, L. (1994) Fashion Marketing, London UK, Routledge.
    Solomon, M. (2003) Consumer Behavior: buying, having, and being, USA, Prentice Hall.
    Till, B.T.(1998) Using Celebrity Endorsement Effectively: Lessons from Associative Learning, Journal of Product and Brand Management, Vol.7 Issue 5.
    Managing risks – case study
    http://www.slideshare.net/manigarg/celebrity-endorsements
    Healthcare case study
    http://heapro.oxfordjournals.org/content/16/4/333.full