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Celebrity endorsement on indian television
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Celebrity endorsement on indian television


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Celebrity endorsement on indian television

Celebrity endorsement on indian television

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    • 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. 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. 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. Influences by celebrities Informational influence: Knowledge and expertise. Value expressive influence: Feelings and image. Utilitarian influence: Preference and experience karthik,Noufal 5
    • 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. Types of Celebrity Endorsements “I USE THIS PRODUCT” Testimonials karthik,Noufal 7
    • 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. Special Types of Endorsers “Expert endorser” “Reference group” karthik,Noufal 9
    • 10. Celebrity Power versus Brand Power Dilution effect karthik,Noufal 10
    • 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. 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. 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. Can celebrity alone attract today’s smart consumers? karthik,Noufal 14