The document discusses various themes and approaches that can be used in advertising campaigns, including rational creative approaches, emotional creative approaches, and using endorsers. It outlines factors that influence whether using an endorser will be effective or ineffective for a brand, such as ensuring proper positioning so the endorser's values align with the brand, avoiding overexposure of the endorser, and making sure the product delivers on expectations. Key factors that contribute to the success of celebrity endorsements include creating a strong connection between the traits of the endorser and the brand values.

1. Themes for Advertising
Campaigns

2. Approaches
• Rational Creative Approach
• Emotional Creative Approach
• Using an Endorser
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3. Rational Creative Approach
COMPARATIVE ADVERTISING :
• 2 or more recognizable brands of the same
class are compared on various product
attributes
• Implied comparisons (brands not mentioned)
or Explicit comparison (brands named)
• Used widely when the buying will be objective
led
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4. Effectiveness
• Not to raise preference ratings for self but to
lower the preference ratings of competitors
• Scores high on recall & attention
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5. Misidentification
• Brands using other competitor names creates
confusion about which brand is being
advertised specially in TV or radio
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6. Leader vs Follower
• Direct advertising by challenger ads gets
them in the same consideration sets as that
of the leader in the mind of the consumer
• Market leader has a lot to loose by direct
comparison as they are creating free
awareness for the other brands
• Market leaders can use indirect
comparisons
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7. Inoculative Advertising – Building
Resistant Advertising
• The goal of advertising/marketing is to
“defend”
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8. Refutational Advertising
• Explicitly or implicitly stating competitive
appeals/consumer beliefs & then refuting
them
• Eg. Hertz explained the many benefits of
renting a Hertz car. Avis refuted the claim of
“No. 1 equals the best” by suggesting “No2
tries harder”
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9. Refutational Advertising
• Make competitive attacks appear less credible
• The only disadvantage is that it offers
consumers additional info about competition
& might just enhance competitor’s image
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10. Emotional Creative Approaches
• Emotion evoking creative are suitable for low
involvement categories (candy, soft drinks) &
high feelings categories ( perfumes, jewellery,
watches, etc)
• Resorts to using myriad emotions - Warmth,
care, love, humour, fear, celebrity
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11. Using An Endorser
Why Does It Not Work?
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12. Improper positioning
• : Associating with a star, however big he or she may
be, in itself does not guarantee sales.
• The most it can do is generate interest in the product
or create a buzz around it.
• Eg. Maruti Versa.
• In spite of Amitabh Bachchan and his son Abhishek
Bachchan as brand ambassadors sales remained
sluggish.
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13. Improper positioning
• The Big B magic did work and the ads created
significant interest, drawing people into the
showroom.
• The positioning itself was faulty as people were
expecting a larger than life car, just like the
brand’s ambassador.
• Versa re-positioned as a family car, with the core
proposition being, “the joy of travelling together.”
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14. Improper positioning
• The Versa witnessed an upswing in sales.
• Earlier average sales were 80-100 vehicles a
month. After re-positioning they were
selling 450 vehicles a month
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15. Brand-celebrity disconnect
• If the celebrity used represents values that
conflict with the brand values and positioning,
the advertising will create a conflict in the
minds of the TG.
• EG. Toyota chose teeny-pop singer Britney
Spears for its brand Soluna Vios, a family sedan,
which is preferred by married men and women
with children.
• A youth icon like Britney would’ve been better
used by Toyota for a sleek sports vehicle rather
than for Soluna Vios, Toyota should choose
someone like a mature man, Harrison Ford for
example.01/04/16 Daivata Patil, Asst Prof, UDCJ 15

16. Brand-Celebrity disconnect
• When the celebrity’s imagery is used to
etch a personality for a brand from
scratch, there is a strong issue of the star
overshadowing the brand itself.
• Reid and Taylor runs the danger of being
known as the Bachchan-wallah suiting.
• The identity of the brand is subsumed by
that of the star.
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17. Clutter Flutter
• A deluge of celebrity endorsements leads to clutter
that it aimed to break.
• Eg.Amitabh Bachchan endorses Pepsi, ICICI, Parker
Pens, Nerolac, Dabur, Reid & Taylor, Maruti Versa,
Cadbury and a few social messages
• Same with Shah Rukh Khan endorsing Omega, Pepsi,
Hyundai, Nokia, Clinic All Clear, Airtel, Sunfeast etc.
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18. Dissatisfaction with
Product Quality/Performance
• You cannot sell an ordinary product just by
making a celebrity endorse it.
• This way the product will fail faster because
the presence of the celebrity will create a buzz
and more people will know about the
“ordinariness” of the product.
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19. Dissatisfaction with
Product Quality/Performance
• Eg. Sachin Tendulkar’s endorsement of Fiat
Palio was quite a success initially.
• But as word about the poor fuel efficiency of
Palio spread, its sales took a beating.
• In this case, Sachin’s presence could’ve
worked wonders but for the poor
performance of the car in a market that is
highly performance conscious
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20. Confusion/ Skepticism
• Some viewers forget the brand that a celebrity
is approving.
• Others are so spellbound by the personality of
the celebrity that they completely fail to notice
the product/brand being advertised.
• A case in point is that of Nerolac Paints,
endorsed by Amitabh Bachchan
• A study by Cyber Media Research showed that
80% of the respondents when asked to associate
Bachchan with a paint, did so with Asian Paints
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21. Vampiring
• The concept of a celebrity becoming bigger
than the brand is known as Vampiring.
• The customer ends up remembering the
celebrity but not the brand.
• EG. Dinesh Suitings used Gavaskar and let
him rule the brand.
• In the minds of a customer, Sunil Gavaskar
was the brand identification for Dinesh.
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22. Reputation of Celebrity
• Celebrities being human make mistakes but
their mistakes get as much attention as their
celebrity status and this can adversely affect
the brands that they are endorsing.
• Eg. Magic Johnson lost his endorsement deals
when he announced in 1991 that he was HIV-
positive.
• It wasn’t until July 2003 that he landed his first
endorsement deal since the announcement.
• Closer home Pepsi severed its association with
Azharuddin and Jadeja when they got
embroiled in the match fixing controversy
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23. Cost
• Celebrities not only devour the brand with their
larger-than-life shadow, they also eat up a
substantial part of the budget.
• It doesn’t make economic sense to use celebrities
.
• The 30-second TV ad is reduced to a 15-second
reminder and the media list shrinks to the point
where the so-called celebrity-advantage becomes
self-defeating.
• Inadequate exposure will always lead to
inadequate results out of the partnership
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24. Why It Works

25. Trait-Brand Connect
•The strategy for a brand should strongly
warrant the use a known face in an idea.
•The celebrity values are synergistic with
the brand values
•Unless the celebrity's values, the category
benefit and the brand values are closely
linked, there are chances that the celebrity
will be remembered more than the brand
he is advertising for.
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26. Breaking Clutter
• In today's world of fragmented media, high
clutter and minute-short attention spans,
celebrity endorsement offers high impact,
notice ability & high recall
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27. Building Credibility
•After the negative impact of the worm-
infestation controversy, Cadbury India
wanted to get the message of new
strengthened packaging & reinforcing
trust
•The quickest way was to use a celebrity
capable of drawing attention to the
message.
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28. Building Credibility
•And who better than Amitabh Bachchan,
the biggest celebrity of them all
•In his absence, this task would have
taken far more time to percolate across
the country.
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29. Expertise & Trustworthy
•A well-known face would obviously speak for
more expertise than an ordinary one.
•EG. Reebok would always be better
advertised by a Sachin Tendulkar.
•This refers to the customer’s confidence in
the source for providing information
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30. Expertise & Trustworthy
•EG. Getting Amitabh Bachchan to advertise
ICICI’s services lends credibility to their
product.
•Subconsciously the investors feel that a
product endorsed by the Big B will be safe &
they will get back their money.
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31. Aspirations
•People ape celebrities in their day-to-day
activities
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32. Brand- Celebrity Connect
•Effective celebrity endorsements occur
when both brand and celebrity have
equal status in the relationship.
•Over the years, non-celebrity based
advertising had built a sharply etched
personality for brand Perk — fun,
mischievous, bubbly and simply “perky”.
•The marriage in 2003, with one of the
original Perk models, Preity Zinta, who
embodied very similar values, has only
further strengthened the brand’s
imagery.01/04/16 32

33. Brand-Celebrity Connect
•When the unique differentiator of the star is
completely woven into the execution of the
communication, that the effectiveness of the idea is
enhanced manifold.
•One cannot imagine the Thanda Matlab Coca-Cola
campaign without Aamir Khan.
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34. Exclusivity
•The most effective celebrity endorsements occur
when there is a degree of exclusivity and mystery
attached.
•Indiscriminate endorsements do tend to erode the
value of the partnership.
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35. Use of Humour
• Humor works for products that people
have low involvement
• Humor is also good at getting attention
• Humor in the ad has to have a tie up
with the product
• Else, people will only pay attention to
the humor and ignore your product
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36. Repetition
• You hear this product mentioned several times in the
ad to make you remember the product when you go
shopping.
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37. Emotional Advertising
• You will be happier, smarter or better looking if
you have this item.
• Example: Advertising for toothpaste. “Heera hai
sada ke liye.” “Sar utha ke jiyo.”
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38. Transfer
• You connect with a name or picture when you see the
advertisement.
• Example: When you see an ad for Vodafone, you also
see the dog/zoo-zoo associated with it.
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39. Incentives/Promotions
• Incentives/Promotions
– Add value to the purchase
• Examples: price savings, product samples, gifts and
contests
• Clearance, Season Sale, Going out of business
– Consumers often purchase full price items when
shopping for the promoted items
– Need to read the details carefully to ensure
money is actually saved
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40. Beauty Appeal
• Beauty Appeal
– Beauty attracts people
• Examples: beautiful people, places and things
– Companies often use models to make consumers
feel like they will experience the same benefits if
they use the specific product
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41. Escape
• Escape
– The idea of escape is a dream that consumers
desire
• Example: car companies use beautiful setting and
scenery in advertisements creating a feeling of escape
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43. Lifestyle
• Lifestyle
– Associates the product with a particular style of
living
• Example: a daily vitamin or supplement
• If consumers purchase the vitamin they will gain the
same active and healthy lifestyle the individual in the
advertisement portrays
• E.g. Sandoz, Sugar free
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44. Lifestyle
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45. Peer Approval/Bandwagon
• Peer Approval/Bandwagon
– Associates product use with friendship and
acceptance
– Advertisements make consumers feel like they will
not be well-liked if they don’t use a certain
product
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46. Bandwagon Approach
• You should eat here or have this product because
everyone does.
• Example: “McDonald’s hamburgers – over a billion
served! Since everyone is eating at McDonald’s you
should too.”
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47. Rebel
• Rebel
– Associates a product with behaviors or lifestyles
that oppose society’s norms
– Marlboro Man
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48. Unfinished Comparison
• Unfinished Comparison
– The statements in the advertisements may be
true, but are not clear or “finished”
• Example: Works better in poor driving conditions.
• Question? Works better than what?
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