Presentation on celebrity endorsement. one of the most important and enthusiastic topic in Marketing

2. WHO IS A CELEBRITY?
Celebrities are people who enjoy public recognition by
a large share of a certain group of people.
• Actors Eg: Shahrukh khan, Amitabh Bachhan
• Models Eg: Vaneeza Ahmed, Iman Ali
• Sports athletes Eg: Shahid Afridi, Sachin Tendulkar, Roger Federer
• Entertainers Eg:. Anwar Maqsood, Umer Shareef
• Pop Stars Eg: Jal, Atif Aslam,Call
• Businessmen Eg: Dirubhai Ambani
• Politicians. Eg: Narendra Modi
• Fictional celebrities Eg: Ronald McDonald, Fido dido, Amul Girl

3. WHAT IS CELEBRITY ENDORSEMENT?
• A form of brand or advertising campaign that
involves a well known person using their fame
to help promote a product or service.
• Celebrity endorsements can help build a
brand, attract new users, and influence
consumer purchases.

4. WHY CELEBRITY ENDORESEMENT
• Build brand equity
• Help people remember ads
• Make people believe the product contributes
to superstar status

5. PROS
• CELEBRITY PERSONALIY
• CHARM
• GLAMOUR
• INSTANT GLITZ
• ASPIRATION FOR
CONSUMER
CONS
• LACK OF CREDIBILITY
• LACK OF TRUST
• BRAND DILUTION
• CLUTTER

6. RISKS OF USING CELEBRITY
• Celebrities become overexposed.
• Celebrities can overshadow brands.
• Target audience may not be receptive to
celebrity endorsers
• Celebrity behavior may pose risk to the brand
image

7. MODES OF CELEBRITY PRESENTATION
CELEBRITY
IDENTIFICATION
ENDORSEMENT
TESTIMONIAL
DRAMATIZATION
PLACEMENT
REPRESENTATIVE

8. HOW TO CHOOSE A CELEBRITY
• BASED ON CREDIBILITY FACTORS
• PERSONAL STORY FITS THE BRAND
• BELIEVABLE
• NATURAL TO BRAND
• CONNECTS WITH CONSUMER
• CREATES ASPIRATION

9. CONCLUSION
• 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.

10. Presented by:
SRIVIDYA SANDIRI