The document discusses celebrity endorsement for a pet product company called Pettrack. It analyzes why Pettrack wants to hire a celebrity endorser due to rising costs, and what impacts celebrity endorsement could have like increased brand awareness and new dimensions to the brand image. It also cautions Pettrack to carefully select a celebrity endorser who hasn't been in the news for wrong reasons and actually likes pets in their personal life.

1. CELEBRITY ENDORSEMENT ANALYSIS
Production costs were not falling because of the lack of sales volume.
Costs of components supplied from overseas had been affected by the falling value of the
pound against the dollar.
Despite falling oil prices the prices of raw materials like plastics were continuing to rise.
The effect has been bad and the resultant effect is to reduce the marketing cost and hire a
celebrity to endorse the product.
Impact of celebrity endorsement would be as follows-
• There will be instant brand awareness and recall
• Celebrity values will be redefined
• There will be new dimensions to the brand image.
• There will be attraction towards the product due to the endorsement.
Celebrity endorsement will ensure the attention pettrack needs it. Some stars have a mass
a appeal and prove to be good bet to generate interest among consumers.
Pettrack should also be careful in the celebrity it hires for endorsing their product. The
celebrity later can develop negative effect on cats and dog and this could tarnish the
image of the product.
It is also seen that celebrity endorses one brand and uses another.
Pettrack should always take the celebrity who hasn’t been in news for wrong reasons.
Celebrity loving dogs and cats in their actual personal life would be the best example for
hiring.