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Free Powerpoint Templates

Sports, Entertainment &
Media Marketing
Individual Assignment 2

Jatin Ghritlahre
4057/19
Page ...
What does aTemplates
celebrity
Free Powerpoint
endorsement mean?
•
•
•

A celebrity speaks on the behalf of a brand.
Expec...
Why celebrity endorsement?
Free Powerpoint Templates

Establishment of
credibility

Ensured attention

Build Brand Equity
...
How toFree Powerpoint Templatescelebrity?
choose a
Personal
attributes
Celebrity
Brand/Product
fit

Risk of
Controversy

P...
Personal attributes

• Physical appearance, Media Image, Likeability, expertise in his
field, personality

Free Powerpoint...
Framework for choosing a
Free Powerpoint Templates
celebrity
All the above
mentioned metrics
are to be
considered while
se...
Framework for choosing a
Free Powerpoint Templates
celebrity
High
Personal
attributes

Popularity
among the
target group

...
Free Powerpoint Templates

Page 8
Amir Khan – Incredible India
Free Powerpoint Templates
Campaign
Personal attributes [10/10]

Celebrity- Brand/Product
fit[...
Amir Khan – Incredible India
Free Powerpoint Templates
Campaign
• Based on the scores given for each metric
Category

High...
Free Powerpoint Templates

Page 11
Amitabh Powerpoint Templates – Pulse
Free Bachchan
Polio Abhiyaan
Personal attributes [10/10]

Celebrity- Brand/Product
fi...
Amitabh Powerpoint Templates – Pulse
Free Bachchan
Polio Abhiyaan
• Based on the scores given for each metric
Category

Hi...
Free Powerpoint Templates

Page 14
Katrina Powerpoint - Titan Raga
Free Kaif Templates
Personal attributes [8/10]

• One of the new and youthful icons for yo...
Free
KatrinaPowerpoint Templates Raga
Kaif - Titan

• Based on the scores given for each metric
Category

High

Average sc...
Free Powerpoint Templates

Page 17
Salman Khan - Wheel
Free Powerpoint Templates
Personal attributes [8/10]

• Very popular among a large section of Indian a...
Free Powerpoint Templates
Salman Khan - Wheel

• Based on the scores given for each metric
Category

High
Medium
Low

Aver...
Mint-o-fresh

Free Powerpoint Templates

Mint candy from ITC
comes under the
category of cough
lozenges.

Positioned as an...
Celebrity 1- Vir Das
Free Powerpoint Templates
Indian actor and comedian
popular among youth.

Acted in youth oriented
mov...
Vir Das evaluation
Free Powerpoint Templates
Personal attributes

• As a standup comedian he is accomplished and known
• A...
Celebrity 2Powerpoint Templates Sharma
Free – Anushka
Young Indian movie actor
and very popular among the
youth

Acted in ...
Anushka Powerpoint Templates
Free Sharma evaluation
Personal attributes

• Funnny, Bold, Youthful girl next door image
• P...
Free Powerpoint Templates

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Frame work for celebrity endorsements

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How to select a good celebrity to endorse a brand

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Transcript of "Frame work for celebrity endorsements"

  1. 1. Free Powerpoint Templates Sports, Entertainment & Media Marketing Individual Assignment 2 Jatin Ghritlahre 4057/19 Page 1
  2. 2. What does aTemplates celebrity Free Powerpoint endorsement mean? • • • A celebrity speaks on the behalf of a brand. Expect to convince the customers to believe in the brand since a celebrity is associated with it. A celebrity can be     Actors ( Shahrukh Khan, Amitabh Bacchan etc..) Models Sports Athletes ( Sachin Tendulkar, Tiger Woods etc..) Fictional celebrities ( Amul girl, Zoo Zoos, Col. Sanders etc..)  Pop starts and entertainers ( Michael Jackson, Britney Spears)  Politicians Page 2
  3. 3. Why celebrity endorsement? Free Powerpoint Templates Establishment of credibility Ensured attention Build Brand Equity Higher degree of recall Associative benefit Cultural association with a brand Page 3
  4. 4. How toFree Powerpoint Templatescelebrity? choose a Personal attributes Celebrity Brand/Product fit Risk of Controversy Popularity among the TG Celebrity Endorser Other endorsements Celebrity usage Credibility of the celebrity Page 4
  5. 5. Personal attributes • Physical appearance, Media Image, Likeability, expertise in his field, personality Free Powerpoint Templates CelebrityBrand/Product fit • Attractiveness based, expertise based or image based congruence with the brand/product Popularity among the target group • Must ensure attention of the target group by breaking the clutter of advertisements and making the ad and the brand more noticeable. Credibility Other Endorsements Celebrity usage Risk of controversy • Is the celebrity qualified enough to tell the good from bad? • Multiple endorsements must not clash with each other • Past endorsements must not clash with current one. • The advertising idea must match with the image of celebrity • Should not over/under use a celebrity in a campaign • A controversy with the celebrity can affect the brands associated with him. Page 5
  6. 6. Framework for choosing a Free Powerpoint Templates celebrity All the above mentioned metrics are to be considered while selecting a celebrity endorser, but it is nearly impossible to find a celebrity that scores perfectly in all the areas. Moreover our celebrity of choice may not always be available given the budget constraints and schedule of the celebrity Therefore we need to device a system in which we can prioritize our needs according to the above metrics Also we need to decide how much weightage is to be given to each factor. Page 6
  7. 7. Framework for choosing a Free Powerpoint Templates celebrity High Personal attributes Popularity among the target group CelebrityBrand/Product fit Medium Credibility Other Endorsements High category metrics are given a weightage of 0.5, medium 0.3 and low 0.2 For evaluating a celebrity, a scale of 1-10 is used with 10 being the highest For every category a simple average score is calculated A celebrity is scored on each metric and weighted average is calculated. Low Risk of controversy Each category of factors is given a weightage according to importance Celebrity usage A score above 7.5 is good. Page 7
  8. 8. Free Powerpoint Templates Page 8
  9. 9. Amir Khan – Incredible India Free Powerpoint Templates Campaign Personal attributes [10/10] Celebrity- Brand/Product fit[10/10] Popularity among the target group[9/10] • Amir Khan has a very positive image, physical attractiveness, and popularity • Has a huge fan base in India • Since he is known for his social initiatives there is a perfect match • He is a film star and is popular for his engagement in social causes. Credibility[9/10] • Is popular for his genuine acting and efforts towards social issues Other Endorsements[8/10] • Does not do a lot of endorsing, reducing the chance of clashes. • Has proven successful in past endorsements like coca-cola etc... Celebrity usage[10/10] Risk of controversy[6/10] • Used as a spokes person in a preaching kind of advertisement • Amir Khan has a decent history of controversies, but his other efforts overcome the controversies Page 9
  10. 10. Amir Khan – Incredible India Free Powerpoint Templates Campaign • Based on the scores given for each metric Category High Medium Low Average score 9.666667 8.5 8 Weightage Final score 0.5 0.3 0.2 9/10 A score of 9 out of 10 is an extremely high score and thus makes the decision of choosing Amir Khan as a celebrity endorser a successful one. Page 10
  11. 11. Free Powerpoint Templates Page 11
  12. 12. Amitabh Powerpoint Templates – Pulse Free Bachchan Polio Abhiyaan Personal attributes [10/10] Celebrity- Brand/Product fit[9/10] Popularity among the target group[9/10] Credibility[10/10] Other Endorsements[8/10] Celebrity usage[10/10] Risk of controversy[10/10] • Amitabh Bachchan has a very positive image and popularity • Has a huge fan base in India • He is an elder and had a long career and has played grandfather in a lot of movies therefore fit with the message • He is a film star and is popular in all brackets of socities • Is hugely followed in India and commands a respectable position in the Indians’ mind. • Past endorsements have been hugely successful • Does a lot of other endorsements but in very diverse areas. • Used as a spokes person in a preaching kind of advertisement commanding the people to go to polio booths in a humorous way • Probably one of the cleanest history in terms of controversies. • Responsible citizen image Page 12
  13. 13. Amitabh Powerpoint Templates – Pulse Free Bachchan Polio Abhiyaan • Based on the scores given for each metric Category High Medium Low Average score Weightage 9.333333 9 10 Final score 0.5 0.3 0.2 9.36/10 A score of 9.36 out of 10 is an extremely high score and thus makes the decision of choosing Amitabh Bachchan as a celebrity endorser a successful one. Page 13
  14. 14. Free Powerpoint Templates Page 14
  15. 15. Katrina Powerpoint - Titan Raga Free Kaif Templates Personal attributes [8/10] • One of the new and youthful icons for young India • Portrays beauty, femininity and sensuality with style Celebrity- Brand/Product fit[4/10] • Absolutely no relation with the Brand/ Product category • Neither known for fashion sense explicitly nor for punctuality Popularity among the target group[7/10] Credibility[7/10] Other Endorsements[8/10] Celebrity usage[5/10] Risk of controversy[8/10] • She is popular among the target audience but she is not the only one. • As far as fashion is considered she has credibility but nothing special in watches. • She endorses a lot of brands, mostly beauty and fashion related • Past endorsements were reasonably successful. • Extremely overused in all the TV ads • Classic case of celebrity outshining the brand. • She is one of the rising stars and is very popular with minor controversies • Future risk of controversy only a little high. Page 15
  16. 16. Free KatrinaPowerpoint Templates Raga Kaif - Titan • Based on the scores given for each metric Category High Average score 6.333333 Medium 7.5 Low 6.5 Weightage Final score 0.5 0.3 0.2 6.71/10 A score of 6.71 out of 10 is a very low score and therefore it is not good enough to choose Katrina Kaif as a celebrity endorser Page 16
  17. 17. Free Powerpoint Templates Page 17
  18. 18. Salman Khan - Wheel Free Powerpoint Templates Personal attributes [8/10] • Very popular among a large section of Indian audiences • Has a very controversial image and has been imprisoned in the past Celebrity- Brand/Product fit[4/10] • Absolutely no relation with the Brand/ Product category • Anti- family image, usually famous for action/comedy films Popularity among the target group[5/10] Credibility[5/10] Other Endorsements[8/10] Celebrity usage[5/10] Risk of controversy[5/10] • Not really popular among TG • His fan base is entirely different from the TG • He has a history of breaking law and thus scores low on credibility at least with this product category. • He endorses a lot of brands, but wheel is very different from others • He was not proper for this category as a brand ambassador • Huge Misfit between his image and the product category. • One of the most controversial actors in Bollywood Page 18
  19. 19. Free Powerpoint Templates Salman Khan - Wheel • Based on the scores given for each metric Category High Medium Low Average score 5.666667 6.5 5 Weightage Final score 0.5 0.3 0.2 5.78/10 A score of 5.78 out of 10 is a very low score and therefore Salman Khan is not the most appropriate choice for Celebrity endorser Page 19
  20. 20. Mint-o-fresh Free Powerpoint Templates Mint candy from ITC comes under the category of cough lozenges. Positioned as an after smoke breath freshener for the Indian male youth. Ads are funny, where the protagonists impresses his girl through his fresh breath Page 20
  21. 21. Celebrity 1- Vir Das Free Powerpoint Templates Indian actor and comedian popular among youth. Acted in youth oriented movies like Delhi belly, Go goa gone, Badmash company etc.. Funny ,youthful, energetic, enjoying life kind of image Page 21
  22. 22. Vir Das evaluation Free Powerpoint Templates Personal attributes • As a standup comedian he is accomplished and known • Although his movies are mostly youthful and comic and so is his image Celebrity- Brand/Product fit • He can be related to a young male smoker and has a comic image • Previous ads for minto fresh were humorous so he fits in nicely Popularity among the target group • Really popular among TG, especially through his movies • A large section of TG can relate to him Credibility Other Endorsements Celebrity usage Risk of controversy • Since he is a youth icon and of the same demographic as the TG credibility is high. • Fairly new celebrity, does not endorse a lot of brands • He can be used in a series of comic ads around the same line as current ads • Does not have a controversial image Page 22
  23. 23. Celebrity 2Powerpoint Templates Sharma Free – Anushka Young Indian movie actor and very popular among the youth Acted in various movies in both comic and serious roles like Badmash Company and Band baja baraat Youthful, bold, funny, bindass kind of image Page 23
  24. 24. Anushka Powerpoint Templates Free Sharma evaluation Personal attributes • Funnny, Bold, Youthful girl next door image • Physical attractiveness, popularity among the young audience Celebrity- Brand/Product fit • Can be related to a next door girl every young aspires • Her image is similar to the brands image Popularity among the target group • Extremely popular among the TG through her movies • Her roles in the movie is mostly youthful and thus many could relate Credibility Other Endorsements Celebrity usage Risk of controversy • As a celebrity she is credible enough • Fairly new celebrity, does not endorse a lot of brands • She can be used in a series of comic ads along with Vir Das • Does not have a controversial image Page 24
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