CELEBRITY ENDORSEMENT ON INDIANTELEVISIONKarthik, Noufal
Today many marketersare crazy about signingon popular celebrities toendorse their brandsand are spending billionson them. This articletakes a look at theconceptual back groundto the subject anddelineates contemporaryexamples of celebrityendorsements on Indiantelevision.2karthik,Noufal
Conceptual backgroundkarthik,Noufal 3Reference groupsIt is defined as an actualor imaginary individual orgroup which has significantrelevance to a consumer’sevaluations, aspirations orbehavior. The presumedperspectives or values ofthe reference group areused by the consumer asthe basis for his/herbehavior.
Celebrities constitute apositive or associativereference group, as consumersnormally find their values andbehavior attractive, and lookto the role models. They canalso be considered to beidentification groups asconsumers identify stronglywith their behavior and try toincorporate the same in theiron behavior.karthik,Noufal 4
Definition of celebrityendorsementkarthik,Noufal 6A celebrity is an “individual who is known tothe public for his /her achievements in areasother than that of the product classendorsed”.Friedman&Friedman( 1979)
Types of Celebrity Endorsements“I USE THIS PRODUCT”karthik,Noufal 7Testimonials
“I ENDORSE THIS PRODUCT "or “YOUSHOULDUSE THIS PRODUCT”Here celebrity merely plays the role of acharacter in the advertisement. The celebrityis well-recognized by the audience and isassociated with certain attributes andcharacteristics, which are meant to strengthenthe communication by way of celebrity fit.karthik,Noufal 8
Special Types of Endorsers“Expert endorser”“Reference group”karthik,Noufal 9
Celebrity Power versus Brand Powerkarthik,Noufal 10Dilution effect
Reach and Brand linkage is the successof the celebrity endorsement.karthik,Noufal 11Visibility Behavioral changeShorttermsalesBrand linkage Change inattitudeBrand equity buildingReach
Top 10 celebrities in India.The Big Endorser The Branda) Sachin Tendulkar: Pepsi, Adidas, TVS, Britannia, MRF, ESPNb) Shahrukh Khan: Pepsi, Santro, Videocon, LMLc) Amitabh Bachan: Pepsi, Cadbury, Dabur, Nerolac, Reid & Taylord) Aamir Khan: Coke, Titane) Saurav Ganguly: Emami, Hero Honda, Britannia, LGf) Saif Ali Khan: Asian Paints, Yamaha, Frito Lays, Royal Stagg)Virendra Sehwag: Boost, Badur, Coke, Team Samsung, Britannia,Adidas,Mayurh) Rahul Dravid: Castrol, Samsung, Pepsi, Hutch, Britannia, Reeboki) Aishwarya Rai:Nakshatra, Lu, L’oreal, longiones watchesj) Preety Zinta: Cadury, Godrej, TVS Scooty, Maggi, Head & Shoulderskarthik,Noufal 12
Overview of Celebrity endorsementson TV during 2009Key Findings• Bollywood actress leads in celebrity endorsements on TV during 2009.• M S Dhoni had endorsed for maximum number of advertisers on TVduring 2009.• Cellular phone services was the top category in celebrity endorsementson TV during 2009.• Clinic All Clear Tech Soft had the maximum ad volumes of overallcelebrity endorsement share on TV during 2009.karthik,Noufal 13
Can celebrity alone attract today’s smartconsumers?karthik,Noufal 14
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