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Celebrity Endorser
Celebrity Endorser
Celebrity Endorser
Celebrity Endorser
Celebrity Endorser
Celebrity Endorser
Celebrity Endorser
Celebrity Endorser
Celebrity Endorser
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Celebrity Endorser

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It's one of marketing tools

It's one of marketing tools

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  • 1. Celebrity Endorser “ BLESS” ?????? Made by: 315051088 M. Setiawan Kusmulyono 315051028 Megawati 315051041 Milka Gracia 315051026 Raditya Dwi Putra PRASETIYA MULYA BUSINESS SCHOOL For Consumer Behavior Debate or “ CURSE”
  • 2. Celebrity is a famous person, especially in entertainment or sports , such as movie stars, TV personalities, popular entertainers, and sport icons. Endorser is a person who expresses support for someone or something, especially in public . dEfiNiTiOn
  • 3. Guess the Ad!!!!!
  • 4. Reference Group & Family Influences Celebrity is one of reference group appeals Indirect reference group
    • Objective of Usage of Celebrity Endorser:
    • Informative Advertising
    • Mie Goreng Kriuk : 3 Diva
    • Persuasive Advertising
    • Fren : All Stars
    • Reminder Advertising
    • Lux : Tamara B., Dian Sastro
    • Reinforcement Advertising
    • Honda Genuine Parts: Mandra
  • 5.
    • Requirement of Celebrity Endorser:
    • Same characteristics
    • Credibility
    • Attractiveness
    • Expertise
    • Good carrier
    Celebrity endorser could attract their symbolic group Example: Deloners, Sahabat Peter Pan, Bala Dewa
  • 6. Consumer Motivation GOALS Generic Goals Product Specific Goals I want to be like Dian Sastro I want to have a beautiful skin POSITIVE MOTIVATION NEGATIVE MOTIVATION Ex: Yamaha : “Yang Lain makin ketinggalan” Force away some object or direction Force toward some object or direction Rational VS Emotional Motives Endorser is used for emotional Ex : Indomik : “Belajar dan minum susu”
  • 7. Consumer Perception Sensation Sensory Receptor Subliminal Perception Ex: Tag Heuer in James Bond
  • 8. Communication proccess The Message Initiator (Source) Credibility – Celebrity Endorser
    • When message comprehension is low
    • Synergy between the endorser and type of product or service advertised
      • For attractiveness-related products, such as cosmetics
    Physically attractive celebrity
    • Same demographic characteristics
    • (e.g., age, social class, and ethnicity) between the endorser and the target audience
    • The specific wording of the endorsement must be lies within the recognized competence of the spokesperson
    • The endorser’s credibility is not a substitute for corporate credibility
  • 9. CELEBRITY ENDORSER WOULD BE BLESS FOR THE MARKETER

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