Celebrity Endorser

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It's one of marketing tools

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Celebrity Endorser

  1. 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. 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. 3. Guess the Ad!!!!!
  4. 4. Reference Group & Family Influences Celebrity is one of reference group appeals Indirect reference group <ul><li>Objective of Usage of Celebrity Endorser: </li></ul><ul><li>Informative Advertising </li></ul><ul><li>Mie Goreng Kriuk : 3 Diva </li></ul><ul><li>Persuasive Advertising </li></ul><ul><li>Fren : All Stars </li></ul><ul><li>Reminder Advertising </li></ul><ul><li>Lux : Tamara B., Dian Sastro </li></ul><ul><li>Reinforcement Advertising </li></ul><ul><li>Honda Genuine Parts: Mandra </li></ul>
  5. 5. <ul><li>Requirement of Celebrity Endorser: </li></ul><ul><li>Same characteristics </li></ul><ul><li>Credibility </li></ul><ul><li>Attractiveness </li></ul><ul><li>Expertise </li></ul><ul><li>Good carrier </li></ul>Celebrity endorser could attract their symbolic group Example: Deloners, Sahabat Peter Pan, Bala Dewa
  6. 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. 7. Consumer Perception Sensation Sensory Receptor Subliminal Perception Ex: Tag Heuer in James Bond
  8. 8. Communication proccess The Message Initiator (Source) Credibility – Celebrity Endorser <ul><li>When message comprehension is low </li></ul><ul><li>Synergy between the endorser and type of product or service advertised </li></ul><ul><ul><li>For attractiveness-related products, such as cosmetics </li></ul></ul>Physically attractive celebrity <ul><li>Same demographic characteristics </li></ul><ul><li>(e.g., age, social class, and ethnicity) between the endorser and the target audience </li></ul><ul><li>The specific wording of the endorsement must be lies within the recognized competence of the spokesperson </li></ul><ul><li>The endorser’s credibility is not a substitute for corporate credibility </li></ul>
  9. 9. CELEBRITY ENDORSER WOULD BE BLESS FOR THE MARKETER

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