Your SlideShare is downloading. ×
0
CELEBRITY ENDORSEMENT ON INDIAN
TELEVISION

Karthik, Noufal
Today many marketers
are crazy about signing
on popular celebrities to
endorse their brands
and are spending billions
on t...
Conceptual background
Reference groups

It is defined as an actual
or imaginary individual or
group which has significant
...
Celebrities
constitute
a
positive
or
associative
reference group, as consumers
normally find their values and
behavior att...
Influences by celebrities
Informational influence: Knowledge and
expertise.

Value expressive influence: Feelings and
imag...
Definition of celebrity
endorsement
A celebrity is an “individual who is known to
the public for his /her achievements in ...
Types of Celebrity Endorsements

“I USE THIS PRODUCT”
Testimonials

karthik,Noufal

7
“I ENDORSE THIS PRODUCT "or “YOUSHOULD
USE THIS PRODUCT”
Here celebrity merely plays the role of a
character in the advert...
Special Types of Endorsers
“Expert endorser”

“Reference group”
karthik,Noufal

9
Celebrity Power versus Brand Power
Dilution effect

karthik,Noufal

10
Reach and Brand linkage is the success
of the celebrity endorsement.
Reach

Brand linkage

Visibility

Behavioral change

...
Top 10 celebrities in India.
The Big Endorser The Brand
a) Sachin Tendulkar: Pepsi, Adidas, TVS, Britannia, MRF, ESPN
b) S...
Overview of Celebrity endorsements
on TV during 2009
Key Findings
• 'Bollywood actress' leads in celebrity endorsements on...
Can celebrity alone attract today’s smart
consumers?

karthik,Noufal

14
Upcoming SlideShare
Loading in...5
×

Celebrity endorsement on indian television

293

Published on

Celebrity endorsement on indian television

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
293
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
21
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • {}
  • Transcript of "Celebrity endorsement on indian television"

    1. 1. CELEBRITY ENDORSEMENT ON INDIAN TELEVISION Karthik, Noufal
    2. 2. Today many marketers are crazy about signing on popular celebrities to endorse their brands and are spending billions on them. This article takes a look at the conceptual back ground to the subject and delineates contemporary examples of celebrity endorsements on Indian television. karthik,Noufal 2
    3. 3. Conceptual background Reference groups It is defined as an actual or imaginary individual or group which has significant relevance to a consumer’s evaluations, aspirations or behavior. The presumed perspectives or values of the reference group are used by the consumer as the basis for his/her behavior. karthik,Noufal 3
    4. 4. Celebrities constitute a positive or associative reference group, as consumers normally find their values and behavior attractive, and look to the role models. They can also be considered to be identification groups as consumers identify strongly with their behavior and try to incorporate the same in their on behavior. karthik,Noufal 4
    5. 5. Influences by celebrities Informational influence: Knowledge and expertise. Value expressive influence: Feelings and image. Utilitarian influence: Preference and experience karthik,Noufal 5
    6. 6. Definition of celebrity endorsement A celebrity is an “individual who is known to the public for his /her achievements in areas other than that of the product class endorsed”. Friedman&Friedman( 1979) karthik,Noufal 6
    7. 7. Types of Celebrity Endorsements “I USE THIS PRODUCT” Testimonials karthik,Noufal 7
    8. 8. “I ENDORSE THIS PRODUCT "or “YOUSHOULD USE THIS PRODUCT” Here celebrity merely plays the role of a character in the advertisement. The celebrity is well-recognized by the audience and is associated with certain attributes and characteristics, which are meant to strengthen the communication by way of celebrity fit. karthik,Noufal 8
    9. 9. Special Types of Endorsers “Expert endorser” “Reference group” karthik,Noufal 9
    10. 10. Celebrity Power versus Brand Power Dilution effect karthik,Noufal 10
    11. 11. Reach and Brand linkage is the success of the celebrity endorsement. Reach Brand linkage Visibility Behavioral change Change in attitude karthik,Noufal Short term sales Brand equity building 11
    12. 12. Top 10 celebrities in India. The Big Endorser The Brand a) Sachin Tendulkar: Pepsi, Adidas, TVS, Britannia, MRF, ESPN b) Shahrukh Khan: Pepsi, Santro, Videocon, LML c) Amitabh Bachan: Pepsi, Cadbury, Dabur, Nerolac, Reid & Taylor d) Aamir Khan: Coke, Titan e) Saurav Ganguly: Emami, Hero Honda, Britannia, LG f) Saif Ali Khan: Asian Paints, Yamaha, Frito Lays, Royal Stag g)Virendra Sehwag: Boost, Badur, Coke, Team Samsung, Britannia, Adidas,Mayur h) Rahul Dravid: Castrol, Samsung, Pepsi, Hutch, Britannia, Reebok i) Aishwarya Rai:Nakshatra, Lu, L’oreal, longiones watches j) Preety Zinta: Cadury, Godrej, TVS Scooty, Maggi, Head & Shoulders karthik,Noufal 12
    13. 13. Overview of Celebrity endorsements on TV during 2009 Key Findings • 'Bollywood actress' leads in celebrity endorsements on TV during 2009. • 'M S Dhoni' had endorsed for maximum number of advertisers on TV during 2009. • 'Cellular phone services' was the top category in celebrity endorsements on TV during 2009. • 'Clinic All Clear Tech Soft' had the maximum ad volumes of overall celebrity endorsement share on TV during 2009. karthik,Noufal 13
    14. 14. Can celebrity alone attract today’s smart consumers? karthik,Noufal 14
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×