The document discusses the advantages and risks of celebrity endorsements for brands. The key advantages include establishing credibility for the brand, ensuring attention from target audiences, generating positive PR coverage, and increasing brand recall. However, risks include the celebrity's reputation declining, the celebrity overshadowing the brand, inconsistencies in the celebrity's popularity, and a mismatch between the celebrity's image and the brand image. The document analyzes these factors and provides examples to support both the opportunities and challenges of using celebrities to promote brands.

1. A márka arca
III. Marketing Nyilt Napok  2012.
március 16.  Babeș-Bolyai
Tudományegyetem  Közgazdaság és
Gazdálkodástudományi Kar 
Workshop  Pál Zsuzsa

2. Advantages * Establishment of Credibility: Approval of a brand by a Risks * The reputation of the celebrity may derogate after he/she has
star fosters a sense of trust for that brand among the target audience- endorsed the product: Pepsi Cola's suffered with three tarnished
this is especially true in case of new products. We had the Shah Rukh- celebrities - Mike Tyson, Madonna, and Michael Jackson. Since the
Stratégiák
Santro campaign. At launch, Shah Rukh Khan endorsed Santro and this
ensured that brand awareness was created in a market, which did not
even know the brand. * Ensured Attention: Celebrities ensure attention
behaviour of the celebrities reflects on the brand, celebrity endorsers
may at times become liabilities to the brands they endorse. * The
vampire effect: This terminology pertains to the issue of a celebrity
of the target group by breaking the clutter of advertisements and overshadowing the brand. If there is no congruency between the
making the ad and the brand more noticeable. * PR coverage : is celebrity and the brand, then the audience will remember the celebrity
another reason for using celebrities. Managers perceive celebrities as and not the brand. Examples are the campaigns of Dawn French—Cable
topical, which create high PR coverage. A good example of integrated Association and Leonard Rossiter—Cinzano. Both of these campaigns
celebrity campaigns is one of the World’s leading pop groups, the Spice were aborted due to celebrities getting in the way of effective
Girls, who have not only appeared in advertisements for Pepsi, but also communication. Another example could be the Castrol commercial
in product launching and PR events. Indeed, celebrity-company featuring Rahul Dravid. * Inconsistency in the professional popularity of
marriages are covered by most media from television to newspapers the celebrity: The celebrity may lose his or her popularity due to some
(e.g. The Spice Girls and Pepsi) * Higher degree of recall: People tend to lapse in professional performances. For example, when Tendulkar went
commensurate the personalities of the celebrity with the brand thereby through a prolonged lean patch recently, the inevitable question that
increasing the recall value. Golf champion Tiger Woods has endorsed cropped up in corporate circles - is he actually worth it? The 2003 Cricket
American Express, Rolex, and Nike. Actress Catherine Zeta-Jones is used World Cup also threw up the Shane Warne incident, which caught Pepsi
by T-Mobile and Elizabeth Arden. 007 Pierce Brosnan promotes Omega, off guard. With the Australian cricketer testing positive for consuming
Fogyasztó Arc
BMW, and Noreico. * Associative Benefit: A celebrity’s preference for a banned substances and his subsequent withdrawal from the event, bang
brand gives out a persuasive message - because the celebrity is
Hűséges fogyasztó Visszatérő Szereplő
in the middle of the event, PepsiCo - the presenting sponsor of the World
benefiting from the brand, the consumer will also benefit. * Mitigating Cup 2003 - found itself on an uneasy wicket * Multi brand endorsements
a tarnishedRokonszenves India wanted to restore the kép, főként
image: Cadbury Épített consumer's Korábban
by the same celebrity would lead to overexposure: The novelty of a
confidence in its chocolate brands following the high-pitch worms
vizuálisan celebrity endorsement gets diluted if he does too many advertisements.
ismeretlen
Elkötelezett a
controversy; so the company appointed Amitabh Bachchan for the job. This may be termed as commoditisation of celebrities,Híresség to
who are willing
Típusszereplő
Last year, when the even more controversial pesticide issue shook up
márka iránt Önálló életre kell
endorse anything for big bucks. Example, MRF was among the early
Coca-Cola and PepsiCo and resulted in much negative press, both soft
Helyi vagy
sponsors of Tendulkar with its logo emblazoned on his bat. But now
Vírusszerű Akár alkalmazott Van nemzetközi
drink majors put out high-profile damage control ad films featuring their Tendulkar endorses a myriad brands and the novelty of the Tendulkar-
üzenetterjesztés szerpben
best and most expensive celebrities. While Aamir Khan led the Coke arca, neve, személ * Celebrities endorsing one brand and
MRF campaign has scaled down.
yisége Imázstranszfer
fightback as an ingenious and fastidious Bengali whoRövid életű
finally gets using another (competitor): Sainsbury’s encountered a problem with
convinced of theNem product's `purity,' PepsiCo brought Shah Rukh Khan Catherina Zeta Jones, whom the company used for its recipe story de
Visszatérő személy Kevesebb
and Sachinhangyományos once again in a television visszatérő
Tendulkar together Egyéb commercial advertisements, when she was caught shopping inmagasabb költség
Tesco. A similar case
elemek is kell
which drew references to the `safety' of the product indirectly. *
médiákon Cselekmény épül
happened with Britney Spears who endorsed one cola brand and was
Psychographic Connect: Celebrities are loved and támogassák (pl
Coca-Cola 2009, adored by their fans repeatedly caught köré
drinking another brand of cola on tape. * Mismatch
and advertisers use stars to capitalise on these feelings zene) the fans
to sway between the celebrity and the image of the brand: Celebrities manifest a
towards their Facebook
brand. * Demographic Connect: Different stars appeal Ismertté válhat
certain persona for the audience. It is of paramount importance that
Nascafé
differently to various demographic segments (age, gender, class, there is an egalitarian congruency between the persona of the celebrity
geography etc.). * Mass Appeal: Some stars have a universal appeal and the image of the brand. Each celebrity portrays a broad range of
and therefore prove to be a good bet to generate interest among the meanings, involving a specific personality and lifestyle. Madonna, for
masses. * Rejuvenating a stagnant brand: With the objective of example, is perceived as a tough, intense and modern women associated
infusing fresh life into the stagnant chyawanprash category and staving with the lower middle class. The personality of Pierce Brosnan is best
off competition from various brands, Dabur India roped in Bachchan for characterized as the perfect gentlemen, whereas Jennifer Aniston has the
an estimated Rs 8 crore. image of the ‘good girl from next door’.

3. Advantages * Establishment of Credibility: Approval of a brand by a Risks * The reputation of the celebrity may derogate after he/she has
star fosters a sense of trust for that brand among the target audience- endorsed the product: Pepsi Cola's suffered with three tarnished
Hírességek a márka arcaiként
this is especially true in case of new products. We had the Shah Rukh-
Santro campaign. At launch, Shah Rukh Khan endorsed Santro and this
ensured that brand awareness was created in a market, which did not
even know the brand. * Ensured Attention: Celebrities ensure attention
celebrities - Mike Tyson, Madonna, and Michael Jackson. Since the
behaviour of the celebrities reflects on the brand, celebrity endorsers
may at times become liabilities to the brands they endorse. * The
vampire effect: This terminology pertains to the issue of a celebrity
of the target group by breaking the clutter of advertisements and overshadowing the brand. If there is no congruency between the
making the ad and the brand more noticeable. * PR coverage : is
A hírességek
another reason for using celebrities. Managers perceive celebrities as
Kritériumok
celebrity and the brand, then the audience will remember the celebrity
and not the brand. Examples are the campaigns of Dawn French—Cable
topical, which create high PR coverage. A good example of integrated
alkalmazásának okai
celebrity campaigns is one of the World’s leading pop groups, the Spice Választási kritériumok
Association and Leonard Rossiter—Cinzano. Both of these campaigns
were aborted due to celebrities getting in the way of effective
Girls, who have not only appeared in advertisements for Pepsi, but also communication. Another example could be the Castrol commercial
Azonnali márkaismeret és
in product launching and PR events. Indeed, celebrity-company Illik a márka imázsához.
featuring Rahul Dravid. * Inconsistency in the professional popularity of
marriages are covered by most media from television to newspapers the celebrity: The celebrity may lose his or her popularity due to some
(e.g. The Spice Girls and Pepsi) * Higher degree of recall: People tend to
felidézés
commensurate the personalities of the celebrity with the brand thereby
Illik a fogyasztói csoporthoz.
lapse in professional performances. For example, when Tendulkar went
through a prolonged lean patch recently, the inevitable question that
increasing the recall value. Golf champion Tiger Woods has endorsed
A híresség meghatározza és
American Express, Rolex, and Nike. Actress Catherine Zeta-Jones is used Megfelelőek a társított értékek.
cropped up in corporate circles - is he actually worth it? The 2003 Cricket
World Cup also threw up the Shane Warne incident, which caught Pepsi
by T-Mobile and Elizabeth Arden. 007 Pierce Brosnan promotes Omega, off guard. With the Australian cricketer testing positive for consuming
felfrissíti a márka imázsát
BMW, and Noreico. * Associative Benefit: A celebrity’s preference for a Illik a termékhez.
banned substances and his subsequent withdrawal from the event, bang
brand gives out a persuasive message - because the celebrity is in the middle of the event, PepsiCo - the presenting sponsor of the World
A híresség új értéket,
benefiting from the brand, the consumer will also benefit. * Mitigating
a tarnished image: Cadbury India wanted to restore the consumer's
Márkafogyasztó.
Cup 2003 - found itself on an uneasy wicket * Multi brand endorsements
by the same celebrity would lead to overexposure: The novelty of a
confidence in its chocolate brands following the high-pitch worms
dimenziót adhat a
controversy; so the company appointed Amitabh Bachchan for the job. Ellentmondás kockázata.
celebrity endorsement gets diluted if he does too many advertisements.
This may be termed as commoditisation of celebrities, who are willing to
Last year, when the even more controversial pesticide issue shook up endorse anything for big bucks. Example, MRF was among the early
márkához.
Coca-Cola and PepsiCo and resulted in much negative press, both soft Nepszerűség.
sponsors of Tendulkar with its logo emblazoned on his bat. But now
drink majors put out high-profile damage control ad films featuring their Tendulkar endorses a myriad brands and the novelty of the Tendulkar-
Azonnali hitelesség.
best and most expensive celebrities. While Aamir Khan led the Coke
fightback as an ingenious and fastidious Bengali who finally gets
Elérhetőség.
MRF campaign has scaled down. * Celebrities endorsing one brand and
using another (competitor): Sainsbury’s encountered a problem with
convinced of the product's `purity,' PepsiCo brought Shah Rukh Khan
Széles PR lefedettség.
and Sachin Tendulkar together once again in a television commercial
Fizikai vonzerő.
Catherina Zeta Jones, whom the company used for its recipe
advertisements, when she was caught shopping in Tesco. A similar case
which drew references to the `safety' of the product indirectly. * happened with Britney Spears who endorsed one cola brand and was
A fogyasztók meggyőzése.
Psychographic Connect: Celebrities are loved and adored by their fans Előző márkák.
repeatedly caught drinking another brand of cola on tape. * Mismatch
and advertisers use stars to capitalise on these feelings to sway the fans between the celebrity and the image of the brand: Celebrities manifest a
Ötlethiány.
towards their brand. * Demographic Connect: Different stars appeal
differently to various demographic segments (age, gender, class,
Szakma.
certain persona for the audience. It is of paramount importance that
there is an egalitarian congruency between the persona of the celebrity
geography etc.). * Mass Appeal: Some stars have a universal appeal
and therefore prove to be a good bet to generate interest among the
Költség.
and the image of the brand. Each celebrity portrays a broad range of
meanings, involving a specific personality and lifestyle. Madonna, for
masses. * Rejuvenating a stagnant brand: With the objective of example, is perceived as a tough, intense and modern women associated
infusing fresh life into the stagnant chyawanprash category and staving with the lower middle class. The personality of Pierce Brosnan is best
off competition from various brands, Dabur India roped in Bachchan for characterized as the perfect gentlemen, whereas Jennifer Aniston has the
an estimated Rs 8 crore. image of the ‘good girl from next door’.

4. Advantages * Establishment of Credibility: Approval of a brand by a Risks * The reputation of the celebrity may derogate after he/she has
star fosters a sense of trust for that brand among the target audience- endorsed the product: Pepsi Cola's suffered with three tarnished
this is especially true in case of new products. We had the Shah Rukh- celebrities - Mike Tyson, Madonna, and Michael Jackson. Since the
Santro campaign. At launch, Shah Rukh Khan endorsed Santro and this behaviour of the celebrities reflects on the brand, celebrity endorsers
Előnyök
ensured that brand awareness was created in a market, which did not
even know the brand. * Ensured Attention: Celebrities ensure attention
may at times become liabilities to the brands they endorse. * The
vampire effect: This terminology pertains to the issue of a celebrity
Hitelesség
of the target group by breaking the clutter of advertisements and
making the ad and the brand more noticeable. * PR coverage : is
overshadowing the brand. If there is no congruency between the
celebrity and the brand, then the audience will remember the celebrity
another reason for using celebrities. Managers perceive celebrities as and not the brand. Examples are the campaigns of Dawn French—Cable
Figyelem biztosítva
topical, which create high PR coverage. A good example of integrated
celebrity campaigns is one of the World’s leading pop groups, the Spice
Association and Leonard Rossiter—Cinzano. Both of these campaigns
were aborted due to celebrities getting in the way of effective
Állandó PR lehetőség
Girls, who have not only appeared in advertisements for Pepsi, but also
in product launching and PR events. Indeed, celebrity-company
Kockázatok
communication. Another example could be the Castrol commercial
featuring Rahul Dravid. * Inconsistency in the professional popularity of
marriages are covered by most media from television to newspapers the celebrity: The celebrity may lose his or her popularity due to some
Magas felidézés
(e.g. The Spice Girls and Pepsi) * Higher degree of recall: People tend to
commensurate the personalities of the celebrity with the brand thereby
Csorbát szenvedett
lapse in professional performances. For example, when Tendulkar went
through a prolonged lean patch recently, the inevitable question that
Imázstranszfer (oda-
increasing the recall value. Golf champion Tiger Woods has endorsed
American Express, Rolex, and Nike. Actress Catherine Zeta-Jones is used
by T-Mobile and Elizabeth Arden. 007 Pierce Brosnan promotes Omega,
hírnév
cropped up in corporate circles - is he actually worth it? The 2003 Cricket
World Cup also threw up the Shane Warne incident, which caught Pepsi
off guard. With the Australian cricketer testing positive for consuming
vissza)
BMW, and Noreico. * Associative Benefit: A celebrity’s preference for a
brand gives out a persuasive message - because the celebrity is Vámpír-hatás
banned substances and his subsequent withdrawal from the event, bang
in the middle of the event, PepsiCo - the presenting sponsor of the World
benefiting from the brand, the consumer will also benefit. * Mitigating Cup 2003 - found itself on an uneasy wicket * Multi brand endorsements
Referencia-csoport hatás
a tarnished image: Cadbury India wanted to restore the consumer's Csökkenő népszerűség
by the same celebrity would lead to overexposure: The novelty of a
confidence in its chocolate brands following the high-pitch worms celebrity endorsement gets diluted if he does too many advertisements.
Socio-demográfiai
controversy; so the company appointed Amitabh Bachchan for the job.
Last year, when the even more controversial pesticide issue shook up
This may be termed as commoditisation of celebrities, who are willing to
Több márka iránti
endorse anything for big bucks. Example, MRF was among the early
Coca-Cola and PepsiCo and resulted in much negative press, both soft sponsors of Tendulkar with its logo emblazoned on his bat. But now
csoportok hatékony
drink majors put out high-profile damage control ad films featuring their
elkötelezettség
Tendulkar endorses a myriad brands and the novelty of the Tendulkar-
best and most expensive celebrities. While Aamir Khan led the Coke MRF campaign has scaled down. * Celebrities endorsing one brand and
megcélzása
fightback as an ingenious and fastidious Bengali who finally gets
convinced of the product's `purity,' PepsiCo brought Shah Rukh Khan
using another (competitor): Sainsbury’s encountered a problem with
Más márka használata
Catherina Zeta Jones, whom the company used for its recipe
and Sachin Tendulkar together once again in a television commercial advertisements, when she was caught shopping in Tesco. A similar case
Újraélesztés
which drew references to the `safety' of the product indirectly. * happened with Britney Spears who endorsed one cola brand and was
Psychographic Connect: Celebrities are loved and adored by their fans
and advertisers use stars to capitalise on these feelings to sway the fans
Arosszul azonosított
repeatedly caught drinking another brand of cola on tape. * Mismatch
between the celebrity and the image of the brand: Celebrities manifest a
towards their brand. * Demographic Connect: Different stars appeal
differently to various demographic segments (age, gender, class, imázsjegyek
certain persona for the audience. It is of paramount importance that
there is an egalitarian congruency between the persona of the celebrity
geography etc.). * Mass Appeal: Some stars have a universal appeal and the image of the brand. Each celebrity portrays a broad range of
and therefore prove to be a good bet to generate interest among the meanings, involving a specific personality and lifestyle. Madonna, for
masses. * Rejuvenating a stagnant brand: With the objective of example, is perceived as a tough, intense and modern women associated
infusing fresh life into the stagnant chyawanprash category and staving with the lower middle class. The personality of Pierce Brosnan is best
off competition from various brands, Dabur India roped in Bachchan for characterized as the perfect gentlemen, whereas Jennifer Aniston has the
an estimated Rs 8 crore. image of the ‘good girl from next door’.

5. Alkalmazás
• Leggyakoribb kozmetikumok és ruházati
cikkek (divat, sport) és kiegészítők
• Más: élelmiszer, édesség, italok, szolgáltatás
L’Oreal  Lancome  Scarlet Johansson: Mango,
Maybeline  Max Fctor  D&G, L’Oreal, LV, CK 
Gillette  Olay  Avon  Louis Penelope Cruz: Lancome,
Vuitton  Pantene  Omega  Mango, Larph Lauren,
Rolex  Revon  Rimmel  L’Oreal  Uma Thurman:
Versace  Chanel  Mango  Ginvenchi, TagHeuer, LV,
Nike  Gucci  Giorgio Lancome  J LO: L’Oreal,
Armani  Vodafone  Pepsi  Gucci, Coty  Roger Federer:
Citizen Gilette, Nike, Rolex

9. Feladat
Természetes
Növényi kivonat
Legsikeresebb hazai márka
Célcsoport 20-45
Alap: bio havasi gyopár
Teljes választék arcápolásban
Aktuális arculat 2011-ből
Aktuális arca Paula Seling
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