Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy used by brands, companies, or a non-profit organization which involves celebrities or a well-known person using their social status or their fame to help promote a product, service or even raise awareness on environmental or social matters. Discover more about using Celebrities in Advertising. About Dennis Toh Dennis Toh is a Bi-lingual Model Actor who has been featured frequently on Singapore's Media; Print, Radio and Broadcast. Being a Mass Communications Master Graduate with the Nanyang Technological University, Wee Kim Wee School of Communications & Information, Dennis has a strong passion in the areas of acting, modeling, hosting & producing. Dennis was one of the Top 12 Singapore Finalists of Singapore Star Search 2001. As a model, he has represented brand campaigns for Manulife, Dester Beer, Zendic Plus, Singtel, Starhub, Eu Yang Sang, KFC, Redmart, Vitagen, Philips, Wheelock Place and Guinness Stout. He has recently acted for two mediacorp programmes: A Lonely Fish by Toggle and Babies on Board for Channel 8. Dennis Toh is also an entrepreneur (Feet Haven Reflexology LLP and The Influencer Network Communications Pte Ltd), a University Lecturer with Curtin Singapore and MDIS, and a Financial Consultant. He is planning his new book '101 ways to get publicity' and a play titled '我的爱OT’

1. Celebrities & Advertising

2. Discuss
• Name a celebrity or Influencer that has an
impact in your life.
• Discuss how the celebrity or influencer
influences your life.

3. Who is a celebrity
• Celebrity refers to the fame and public attention
accorded by the mass media to individuals or
groups or, occasionally, animals, but is usually
applied to the persons or groups of people
(celebrity couples, families, etc.) themselves who
receive such a status of fame and attention.
• Celebrity status is often associated with wealth
(commonly referred to as fame and fortune),
while fame often provides opportunities to earn
revenue.
https://en.wikipedia.org/wiki/Celebrity

8. What is celebrity Endorsement?
• A celebrity endorser is an individual who is
known to the public for his or her
achievements in areas other than that of the
product class endorsed.

11. Types of endorsements

12. Advantages of using celebrities in
Advertisements
Influence Consumer Purchases
• The affinity consumers have for certain celebrities can
greatly influence their purchases. People may have the
attitude, "If the product is good enough for her, it's good
enough for me."
• This philosophy is often the impetus behind advertisements
for makeup, skin creams, hair products and attire.
Consumers want the wavy hair of a local celebrity, for
example. Hence, they purchase the brand that the celebrity
uses to achieve her hair's fullness and bounce..

13. Sunsilk

16. Build Brand Awareness
• Celebrities in advertising build brand awareness, according
to "Supermarket News," a publication covering the food
distribution industry.
• And they build it much more quickly than traditional types
of advertising. Brand awareness measures the percentage
of people who are familiar with a particular brand.
• Small businesses spend lots of money and time for
exposure to incrementally increase brand awareness
among consumers. The use of a local celebrity can do much
to enhance consumers' awareness and understanding of
what a small business offers.

17. Maxi Cash

18. Breathe Life Into Failing Brand
• The use of a celebrity in an advertisement may
also help to breathe life into a failing brand.
• For example, a small soap manufacturer might
think about dropping a brand or product,
especially if production and overhead costs are
leaving little or no profit.
• However, the use of a celebrity to tout the
benefits of the brand could help create new
interest and excitement in consumers

19. Celebrity endorsements are impelled
by virtues of the following motives:

20. Celebrity as ‘Brand’
 ‘Highly identifiable,
even iconic, physical
image, a specific
history for circulation
of this image
[accruing]
psychological and
semiotic depth’.
(Turner: 37)

24. Celebrities ADs
https://www.youtube.com/watch?v=5mbj8gvnYDs&index=7&list=RDSKjvwGaR-lo

25. Why do they work?
https://www.youtube.com/watch?v=GadFqEdytMA&t=108s

26. Downside of celebrity Endorsements
• Images change. Celebrities make
mistakes. And when they do, they
can affect the brands they
endorse. In 2009, Tiger Woods’ public image crumbled after his
infidelity with a number of women, including pornography actresses, hit the news.
General Motors, Gillette, Accenture, and Gatorade dropped Tiger to avoid negative
perception. Nike stuck around and lost customers. And the golf industry as a whole
saw a major revenue slow-down with no Tiger on the course.

28. Downside of Celebrity Endorsement
Celebrities become overexposed. At the height of
Tiger Woods’ popularity, he endorsed over ten companies at once. When a
celebrity works with so many companies, the celebrity’s credibility may suffer.
People may feel that the celebrity will endorse anything to make a buck.
Celebrities can overshadow brands.
Consumers may focus on the celebrity, not the product. This is a particular
danger when celebrities endorse multiple products at a time. David Beckham
endorses a number of companies, which feature him prominently in print
advertising. However, his image as the focal point of advertising devalues many
products. Do you remember the brand or do you remember David Beckham?

29. When celebrities use Social Media
- New trend of Product Endorsements
https://www.youtube.com/watch?v=YrWYkdHca-E

30. Influencers and Advertising

31. https://www.youtube.com/watch?v=5
eo9HtQuNGg
How to be a top Influencer in SG?