Celebrity endorsements finally ppt

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Celebrity endorsements finally ppt

  1. 1. By Mariyam Khan
  2. 2.  Celebrities are people who enjoy public recognition by a large share of a certain group of people
  3. 3.  Actors (ex Shahrukh khan, Amitabh Bachhan ), Models (ex. Vaneeza Ahmed, Iman Ali) Sports athletes (ex. Shahid Afridi, Sachin Tendulkar, Roger Federer ) Entertainers (ex. Anwar Maqsood, Umer Shareef) Pop Stars (ex. Jal, Atif Aslam,Call) Businessmen (ex. Dirubhai Ambani) Politicians Fictional celebrities (Ronald McDonald, Fido dido, Amul Girl, Dentonic guy)
  4. 4.  They appear in public when fulfilling their profession They appear in public by attending special celebrity events They are present in News, Fashion magazines and tabloids They act as spokes people in advertising to promote products and services
  5. 5.  Testimonial Endorsement Actor Spokesperson
  6. 6.  celebrity endorsements are more typical for nationally marketed products then for local or niche market products Because the celebrity is recognizable globally, it is a low cost way to achieve cross group coordination
  7. 7.  celebrity endorsement have recall of the product celebrities have credibility on expertise that makes the product more desirable or enhances perceptions of quality the celebrity endorsers image is transferred to the product so that those who use the product are associated with the image.
  8. 8.  celebrity endorsements enhance brain recall. subject tended to like the product more when it was endorsed by the famous athlete than by an average citizen Success of fictional Celebrity endorsement
  9. 9.  The endorser has to be trustworthy enough to modify people’s attitude towards the brand Source attractiveness refers to the endorsers physical approach, personality, likeability, and similarity to the receiver, thus to the perceived social values of the source The model basically focuses on the belief that persons who perform well on one dimension are assumed to excel on others as well.
  10. 10.  effectiveness depends on the existence of a “fit” between the celebrity spokesperson and endorsed brand It says that celebrity endorsement will only effect buying behavior if the characteristics of the product “match-up” with the image conveyed by the celebrity.
  11. 11.  First: meanings attributed to the celebrity become associated with the brand in the consumers. Second: customer acquires the brands meaning. Third: the importance of the consumer’s role in the process of endorsing brands.
  12. 12.  some celebrities are endorsing several brands or a specific brand is endorsed by different spokesperson
  13. 13.  Celebrity overshadows the brand Necessary Evil Celebrity creditability a question mark for the competent customer Conflicting Image Multiple Endorsement Influence of Celebrity scandals and moral violation on brands
  14. 14.  BuildAwareness Connects Emotionally Quick Connect: Means of Brand differention Source of Imitation and hence inducing increased product usage Better Brand Image
  15. 15.  Before choosing the celebrity the marketer has to decide how far the benefits outweigh the risks associated. Because celebrity endorsement can create a buzz and make a consumer feel better about the product but it can not itself guarantee sales.

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