Celebrity marketing

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Use of celebrity in PR and marketing promotion

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Celebrity marketing

  1. 1. The Use of Celebrity Endorsement<br />David Phillips<br />
  2. 2. Definition of Celebrities <br />Celebrities are people who enjoy specific public recognition by a large number of certain groups of people. <br />
  3. 3. How celebrities impact on brand acceptance and consumer perception<br />
  4. 4. Important Celebrity Attributes <br />Celebrities create image in the mind of customer.<br />Celebrities help to brand building.<br />Company hiring the celebrity.<br />Getting the right celebrity to endorse the right brand.<br />
  5. 5. Risks Associated With Celebrity Endorsement <br />1. Negative publicity <br />2. Overshadowing <br />3. Overexposure <br />4. Overuse <br />5. Extinction <br />6. Financial Risk <br />
  6. 6. Factors To Focus<br />CRM<br />Employee Training<br />ROI<br />Knowledge Management<br />Attitude Of Celebrities<br />
  7. 7. The Meaning Transfer Model<br />Culture<br />Endorsements<br />Consumption<br />
  8. 8. Endorsement<br />Consumption<br />Meaning Acquisition<br />Role 1<br />Role 2<br />Celebrity<br />Product<br />Consumer<br />Role 3<br />Stage 2<br />Stage 1<br />Stage 3<br />Note: <br />Path of Meaning Movement<br />Stage of Meaning Movement<br />
  9. 9. Framework to Make Effective Celebrity Endorsement Program<br />Are the celebrity endorsements programs result driven?<br />How to quantify the value generated by the celebrity endorsements?<br />Are customers able to connect the brand with the celebrity?<br />
  10. 10. Framework to Make Effective Celebrity Endorsement Program<br />Align Celebrity Endorsement With Business Objectives<br />HIGH<br />Effectiveness of Brand Positioning<br />LOW<br />Alignment with Celebrity Attributes<br />HIGH<br />LOW<br />
  11. 11. Framework to Make Effective Celebrity Endorsement Program<br />Measure and Quantify Performance.<br /> The benefits that occur from such a relationship can be categorized into two components: -<br />Value of Hard Assets<br />Increase in Sales<br />Increase in Market Share<br />Value of Association<br />Brand Recognition <br />Customer Loyalty<br />
  12. 12. Framework to Make Effective Celebrity Endorsement Program<br />Selection and Renewal of Contract With Celebrities<br />Increase its benefits by re-examining <br />Pre-planned negotiation strategy <br />Understand the Competition of Celebrity<br />Understand 'Celebrity' Clutter<br />Protection Against Ambush Marketing<br />
  13. 13. Evolution of Celebrity Endorsements<br />
  14. 14. Dimensions<br />
  15. 15.
  16. 16. REEBOK<br />BIPASHA BASU/ <br />M S DHONI<br />PRODUCT<br />FIT<br />HEALTHY<br />PERFECT BODY<br />SPORTS PERSON<br />FOR FITNESS<br />FOR HEALTH CONCIOUS<br />SPORTS SHOE<br />
  17. 17.
  18. 18. SONY VAIO<br />KAREENA<br />PRODUCT<br />BEAUTIFUL<br />SLIM<br />LIGHT WEIGHT<br />ZERO FIGURE<br />STYLISH<br />SLIM<br />LIGHT WEIGHT<br />STYLISH<br />SLEAK<br />
  19. 19.
  20. 20. PEPSI<br />Pepsi Gladiator/<br />Britney Spears<br />PRODUCT<br />YOUNG<br />STYLISH<br />ENERGETIC<br />CHOICE OF YOUTH<br />FOR YOUNG PEOPLE<br />ENERGETIC<br />
  21. 21. Effective audiences<br />Not great for Political PR<br />Celebrity endorsers have more impact on younger consumers<br />
  22. 22. More Information<br />Rules <br />http://www.celebagents.co.uk/endorsements.php<br />Reading<br />L’Etang chapter 10 <br />Pringle, H, (2004) Celebrity Sells John Wiley & Sons <br />Bohdanowicz, J. & Clamp, L. (1994) Fashion Marketing, London UK, Routledge.<br />Solomon, M. (2003) Consumer Behavior: buying, having, and being, USA, Prentice Hall.<br />Till, B.T.(1998) Using Celebrity Endorsement Effectively: Lessons from Associative Learning, Journal of Product and Brand Management, Vol.7 Issue 5.<br />Managing risks – case study<br />http://www.slideshare.net/manigarg/celebrity-endorsements <br />Healthcare case study<br />http://heapro.oxfordjournals.org/content/16/4/333.full<br />

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