This document provides an overview of celebrity endorsements in marketing. It discusses why companies use celebrity endorsements, how to select the best celebrity endorser by considering source credibility, attractiveness, and the match-up hypothesis between celebrity image and brand image. The risks of celebrity endorsements include the celebrity overshadowing the brand, becoming a necessary evil, questioning celebrity credibility, conflicting images between celebrity and brand, and influence of celebrity scandals. However, celebrity endorsements can also build awareness, connect emotionally with customers, communicate messages more quickly, help differentiate brands, and induce increased product usage through imitation of celebrities.
Celebrity endorsement and product branding are discussed in detail in the presentation above. The discussion comprises of several aspects regarding the theories behind endorsement, methodologies, causes and effects, choice of a celebrity and many more aspects being considered for the subject.
"A Project Report on The Impact of Celebrity Endorsement on Brand Personality...Raj Ray
“The Impact of Celebrity Endorsement on Brand Personality: An Empirical Study on Unilever’s Lux on Being Beauty Bar of Film Stars!” An effort to analyze the relationship between celebrity endorsements and brands, the impact of Celebrity personality on Brand personality and buying behavior."
Influence of Celebrity Endorsement on the Consumer’s Purchase DecisionDinesh Kumar
India is a country where people love to live in their dreams. They worship celebrities. Celebrities may be Cricket stars like Sachin Tendulkar, MS Dhoni or Film Stars like Salman Khan, Kareena Kapoor, Shahrukh Khan, and Katrina Kaif. They treat them as God. Marketers use this very preposition so as to influence their target customers existing or potential ones.
For this they rope in these celebrities and give them whopping amount of money. They believe that by doing this they can associate their products with their target customers. This is called celebrity endorsement.
Objective of this project is to know how celebrity impacts on consumer’s buying behavior. This project includes survey of 100 questionnaires. From this we can make an attempt to generalize the result to the whole universe. We have taken survey of 100 people including Male & Female.
Celebrity endorsement and product branding are discussed in detail in the presentation above. The discussion comprises of several aspects regarding the theories behind endorsement, methodologies, causes and effects, choice of a celebrity and many more aspects being considered for the subject.
"A Project Report on The Impact of Celebrity Endorsement on Brand Personality...Raj Ray
“The Impact of Celebrity Endorsement on Brand Personality: An Empirical Study on Unilever’s Lux on Being Beauty Bar of Film Stars!” An effort to analyze the relationship between celebrity endorsements and brands, the impact of Celebrity personality on Brand personality and buying behavior."
Influence of Celebrity Endorsement on the Consumer’s Purchase DecisionDinesh Kumar
India is a country where people love to live in their dreams. They worship celebrities. Celebrities may be Cricket stars like Sachin Tendulkar, MS Dhoni or Film Stars like Salman Khan, Kareena Kapoor, Shahrukh Khan, and Katrina Kaif. They treat them as God. Marketers use this very preposition so as to influence their target customers existing or potential ones.
For this they rope in these celebrities and give them whopping amount of money. They believe that by doing this they can associate their products with their target customers. This is called celebrity endorsement.
Objective of this project is to know how celebrity impacts on consumer’s buying behavior. This project includes survey of 100 questionnaires. From this we can make an attempt to generalize the result to the whole universe. We have taken survey of 100 people including Male & Female.
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’
Marketing luxury is a paradox. Luxury defies econometric models. Though the processes by which consumers acquire and consume luxury remain an enigma, luxury brand names and products are highly visible in the marketplace. This slide deck empirically explores the luxury sector, the status of international luxury brands, and how luxury is branded and sold to consumers.
Brand elements and brand identity are often used next to each other to identify the brand, to enhance brand awareness and to facilitate unique brand associations which ultimately should differentiate the brand (Keller, 2006:140). Conventional brand elements form the visual identity of a brand, a logo, a name, a slogan and brand stories can be addressed as the key elements.
uploaded by SAHRUDAYAN NK, KICMA College , Neyyardam, Trivandrum, Kerala
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’
Marketing luxury is a paradox. Luxury defies econometric models. Though the processes by which consumers acquire and consume luxury remain an enigma, luxury brand names and products are highly visible in the marketplace. This slide deck empirically explores the luxury sector, the status of international luxury brands, and how luxury is branded and sold to consumers.
Brand elements and brand identity are often used next to each other to identify the brand, to enhance brand awareness and to facilitate unique brand associations which ultimately should differentiate the brand (Keller, 2006:140). Conventional brand elements form the visual identity of a brand, a logo, a name, a slogan and brand stories can be addressed as the key elements.
uploaded by SAHRUDAYAN NK, KICMA College , Neyyardam, Trivandrum, Kerala
STUDY ON EFFECTIVENESS OF CELEBRITY ENDORSEMENT IN BRAND BUILDINGSupriya_1995
In this age of intense competition, where capturing a position in the consumers’ mind space is extremely tough, celebrity endorsements give an extra edge to the companies for holding the viewers’ attention. Celebrities can catalyze brand acceptance and provide the enormous momentum that brands require by endorsing the intrinsic value to the brand. Following are the main reasons because of which marketers prefer celebrity endorsers:
• Instant Brand Awareness and Recall.
• Celebrity values define, and refresh the brand image.
• Celebrities add new dimensions to the brand image.
• Instant credibility
Consumers are exposed to thousands of advertisements in magazines, newspapers, websites, radio and television. Celebrity endorsement in advertisement and its impact on the overall brand is of great significance. Every brand attempts to embezzle at least a fraction of a person’s time to inform him or her of the wonderful and different attributes of the brand. In this process, the companies employ celebrities from a particular field to feature in its advertisement campaigns.
The promotional features and images of the product are exactly matched with the celebrity image, which tends to persuade a consumer to fix up his choice from a range of brands. Companies invest large sums of money to align their brands and themselves with endorsers. Such endorsers are seen as dynamic with both attractive and pleasant qualities and companies plan that these qualities are transferred to products via macro activities. Furthermore, because of their reputation, celebrities serve not only to create and maintain attention but also to achieve high recall rates for messages in today’s highly cluttered environments. The consumer tries to consume a brand which has the maximum fit with his/her own personality/image. The celebrity endorser fits in between these two interactions, where he tries to bring the image of the product closer to the expectation of the consumer. The study through survey analysis attempts to analyze effectiveness of celebrity endorsement in brand building. The study will be significant in exploring impact of celebrity endorsement on consumer behavior and purchase decisions
Impact Of Celebrity Endorsement By Sohag SarkarSohag Sarkar
This Business Paper tries to look beyond the benefits that might be derived out of celebrity endorsement. It tries to understand the process of consumer psychology and impact of celebrity endorsement on the overall process of brand building. The in-depth study of various models brings to light the complexities pertaining to celebrity endorsement. Analyzing its success is as much a necessity as is the understanding of its need. The importance of celebrity management has been emphasized to realize success or failure in its true sense. A symbiotic model has been proposed to define: how to make celebrity endorsement a win-win situation for both the brand and the brand-endorser.
Celebrity endorsement is one of the major forms of advertising in which
company makes use of famous personality as brand ambassador in order to
boost the interest of consumer. Through this paper, researcher tries to find
out the effect of celebrity endorsement as an effective marketing strategy.
The aim of this paper is to identify the role of celebrities in advertisement
and to find out whether the celebrity endorsers is able to increase the
awareness and recalling capacity of brands in consumer. This paper also
focuses on various positive and negative aspects of celebrity endorsement
From Slave to Scourge: The Existential Choice of Django Unchained. The Philos...Rodney Thomas Jr
#SSAPhilosophy #DjangoUnchained #DjangoFreeman #ExistentialPhilosophy #Freedom #Identity #Justice #Courage #Rebellion #Transformation
Welcome to SSA Philosophy, your ultimate destination for diving deep into the profound philosophies of iconic characters from video games, movies, and TV shows. In this episode, we explore the powerful journey and existential philosophy of Django Freeman from Quentin Tarantino’s masterful film, "Django Unchained," in our video titled, "From Slave to Scourge: The Existential Choice of Django Unchained. The Philosophy of Django Freeman!"
From Slave to Scourge: The Existential Choice of Django Unchained – The Philosophy of Django Freeman!
Join me as we delve into the existential philosophy of Django Freeman, uncovering the profound lessons and timeless wisdom his character offers. Through his story, we find inspiration in the power of choice, the quest for justice, and the courage to defy oppression. Django Freeman’s philosophy is a testament to the human spirit’s unyielding drive for freedom and justice.
Don’t forget to like, comment, and subscribe to SSA Philosophy for more in-depth explorations of the philosophies behind your favorite characters. Hit the notification bell to stay updated on our latest videos. Let’s discover the principles that shape these icons and the profound lessons they offer.
Django Freeman’s story is one of the most compelling narratives of transformation and empowerment in cinema. A former slave turned relentless bounty hunter, Django’s journey is not just a physical liberation but an existential quest for identity, justice, and retribution. This video delves into the core philosophical elements that define Django’s character and the profound choices he makes throughout his journey.
Link to video: https://youtu.be/GszqrXk38qk
Panchayat Season 3 - Official Trailer.pdfSuleman Rana
The dearest series "Panchayat" is set to make a victorious return with its third season, and the fervor is discernible. The authority trailer, delivered on May 28, guarantees one more enamoring venture through the country heartland of India.
Jitendra Kumar keeps on sparkling as Abhishek Tripathi, the city-reared engineer who ends up functioning as the secretary of the Panchayat office in the curious town of Phulera. His nuanced depiction of a young fellow exploring the difficulties of country life while endeavoring to adjust to his new environmental factors has earned far and wide recognition.
Neena Gupta and Raghubir Yadav return as Manju Devi and Brij Bhushan Dubey, separately. Their dynamic science and immaculate acting rejuvenate the hardships of town administration. Gupta's depiction of the town Pradhan with an ever-evolving outlook, matched with Yadav's carefully prepared exhibition, adds profundity and credibility to the story.
New Difficulties and Experiences
The trailer indicates new difficulties anticipating the characters, as Abhishek keeps on wrestling with his part in the town and his yearnings for a superior future. The series has reliably offset humor with social editorial, and Season 3 looks ready to dig much more profound into the intricacies of rustic organization and self-awareness.
Watchers can hope to see a greater amount of the enchanting and particular residents who have become fan top picks. Their connections and the one of a kind cut of-life situations give a reviving and interesting portrayal of provincial India, featuring the two its appeal and its difficulties.
A Mix of Humor and Heart
One of the signs of "Panchayat" is its capacity to mix humor with sincere narrating. The trailer features minutes that guarantee to convey giggles, as well as scenes that pull at the heartstrings. This equilibrium has been a critical calculate the show's prosperity, resounding with crowds across different socioeconomics.
Creation Greatness
The creation quality remaining parts first rate, with the beautiful setting of Phulera town filling in as a scenery that upgrades the narrating. The meticulousness in portraying provincial life, joined with sharp composition and solid exhibitions, guarantees that "Panchayat" keeps on hanging out in the packed web series scene.
Expectation and Delivery
As the delivery date draws near, expectation for "Panchayat" Season 3 is at a record-breaking high. The authority trailer has previously created critical buzz, with fans enthusiastically anticipating the continuation of Abhishek Tripathi's excursion and the new undertakings that lie ahead in Phulera.
All in all, the authority trailer for "Panchayat" Season 3 recommends that watchers are in for another drawing in and engaging ride. Yet again with its charming characters, convincing story, and ideal mix of humor and show, the new season is set to enamor crowds. Write in your schedules and prepare to get back to the endearing universe of "Panchayat."
Tom Selleck Net Worth: A Comprehensive Analysisgreendigital
Over several decades, Tom Selleck, a name synonymous with charisma. From his iconic role as Thomas Magnum in the television series "Magnum, P.I." to his enduring presence in "Blue Bloods," Selleck has captivated audiences with his versatility and charm. As a result, "Tom Selleck net worth" has become a topic of great interest among fans. and financial enthusiasts alike. This article delves deep into Tom Selleck's wealth, exploring his career, assets, endorsements. and business ventures that contribute to his impressive economic standing.
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Early Life and Career Beginnings
The Foundation of Tom Selleck's Wealth
Born on January 29, 1945, in Detroit, Michigan, Tom Selleck grew up in Sherman Oaks, California. His journey towards building a large net worth began with humble origins. , Selleck pursued a business administration degree at the University of Southern California (USC) on a basketball scholarship. But, his interest shifted towards acting. leading him to study at the Hills Playhouse under Milton Katselas.
Minor roles in television and films marked Selleck's early career. He appeared in commercials and took on small parts in T.V. series such as "The Dating Game" and "Lancer." These initial steps, although modest. laid the groundwork for his future success and the growth of Tom Selleck net worth. Breakthrough with "Magnum, P.I."
The Role that Defined Tom Selleck's Career
Tom Selleck's breakthrough came with the role of Thomas Magnum in the CBS television series "Magnum, P.I." (1980-1988). This role made him a household name and boosted his net worth. The series' popularity resulted in Selleck earning large salaries. leading to financial stability and increased recognition in Hollywood.
"Magnum P.I." garnered high ratings and critical acclaim during its run. Selleck's portrayal of the charming and resourceful private investigator resonated with audiences. making him one of the most beloved television actors of the 1980s. The success of "Magnum P.I." played a pivotal role in shaping Tom Selleck net worth, establishing him as a major star.
Film Career and Diversification
Expanding Tom Selleck's Financial Portfolio
While "Magnum, P.I." was a cornerstone of Selleck's career, he did not limit himself to television. He ventured into films, further enhancing Tom Selleck net worth. His filmography includes notable movies such as "Three Men and a Baby" (1987). which became the highest-grossing film of the year, and its sequel, "Three Men and a Little Lady" (1990). These box office successes contributed to his wealth.
Selleck's versatility allowed him to transition between genres. from comedies like "Mr. Baseball" (1992) to westerns such as "Quigley Down Under" (1990). This diversification showcased his acting range. and provided many income streams, reinforcing Tom Selleck net worth.
Television Resurgence with "Blue Bloods"
Sustaining Wealth through Consistent Success
In 2010, Tom Selleck began starring as Frank Reagan i
Maximizing Your Streaming Experience with XCIPTV- Tips for 2024.pdfXtreame HDTV
In today’s digital age, streaming services have become an integral part of our entertainment lives. Among the myriad of options available, XCIPTV stands out as a premier choice for those seeking seamless, high-quality streaming. This comprehensive guide will delve into the features, benefits, and user experience of XCIPTV, illustrating why it is a top contender in the IPTV industry.
Scandal! Teasers June 2024 on etv Forum.co.zaIsaac More
Monday, 3 June 2024
Episode 47
A friend is compelled to expose a manipulative scheme to prevent another from making a grave mistake. In a frantic bid to save Jojo, Phakamile agrees to a meeting that unbeknownst to her, will seal her fate.
Tuesday, 4 June 2024
Episode 48
A mother, with her son's best interests at heart, finds him unready to heed her advice. Motshabi finds herself in an unmanageable situation, sinking fast like in quicksand.
Wednesday, 5 June 2024
Episode 49
A woman fabricates a diabolical lie to cover up an indiscretion. Overwhelmed by guilt, she makes a spontaneous confession that could be devastating to another heart.
Thursday, 6 June 2024
Episode 50
Linda unwittingly discloses damning information. Nhlamulo and Vuvu try to guide their friend towards the right decision.
Friday, 7 June 2024
Episode 51
Jojo's life continues to spiral out of control. Dintle weaves a web of lies to conceal that she is not as successful as everyone believes.
Monday, 10 June 2024
Episode 52
A heated confrontation between lovers leads to a devastating admission of guilt. Dintle's desperation takes a new turn, leaving her with dwindling options.
Tuesday, 11 June 2024
Episode 53
Unable to resort to violence, Taps issues a verbal threat, leaving Mdala unsettled. A sister must explain her life choices to regain her brother's trust.
Wednesday, 12 June 2024
Episode 54
Winnie makes a very troubling discovery. Taps follows through on his threat, leaving a woman reeling. Layla, oblivious to the truth, offers an incentive.
Thursday, 13 June 2024
Episode 55
A nosy relative arrives just in time to thwart a man's fatal decision. Dintle manipulates Khanyi to tug at Mo's heartstrings and get what she wants.
Friday, 14 June 2024
Episode 56
Tlhogi is shocked by Mdala's reaction following the revelation of their indiscretion. Jojo is in disbelief when the punishment for his crime is revealed.
Monday, 17 June 2024
Episode 57
A woman reprimands another to stay in her lane, leading to a damning revelation. A man decides to leave his broken life behind.
Tuesday, 18 June 2024
Episode 58
Nhlamulo learns that due to his actions, his worst fears have come true. Caiphus' extravagant promises to suppliers get him into trouble with Ndu.
Wednesday, 19 June 2024
Episode 59
A woman manages to kill two birds with one stone. Business doom looms over Chillax. A sobering incident makes a woman realize how far she's fallen.
Thursday, 20 June 2024
Episode 60
Taps' offer to help Nhlamulo comes with hidden motives. Caiphus' new ideas for Chillax have MaHilda excited. A blast from the past recognizes Dintle, not for her newfound fame.
Friday, 21 June 2024
Episode 61
Taps is hungry for revenge and finds a rope to hang Mdala with. Chillax's new job opportunity elicits mixed reactions from the public. Roommates' initial meeting starts off on the wrong foot.
Monday, 24 June 2024
Episode 62
Taps seizes new information and recruits someone on the inside. Mary's new job
As a film director, I have always been awestruck by the magic of animation. Animation, a medium once considered solely for the amusement of children, has undergone a significant transformation over the years. Its evolution from a rudimentary form of entertainment to a sophisticated form of storytelling has stirred my creativity and expanded my vision, offering limitless possibilities in the realm of cinematic storytelling.
Are the X-Men Marvel or DC An In-Depth Exploration.pdfXtreame HDTV
The world of comic books is vast and filled with iconic characters, gripping storylines, and legendary rivalries. Among the most famous groups of superheroes are the X-Men. Created in the early 1960s, the X-Men have become a cultural phenomenon, featuring in comics, animated series, and blockbuster movies. A common question among newcomers to the comic book world is: Are the X-Men Marvel or DC? This article delves into the history, creators, and significant moments of the X-Men to provide a comprehensive answer.
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Meet Crazyjamjam - A TikTok Sensation | Blog EternalBlog Eternal
Crazyjamjam, the TikTok star everyone's talking about! Uncover her secrets to success, viral trends, and more in this exclusive feature on Blog Eternal.
Source: https://blogeternal.com/celebrity/crazyjamjam-leaks/
In the vast landscape of cinema, stories have been told, retold, and reimagined in countless ways. At the heart of this narrative evolution lies the concept of a "remake". A successful remake allows us to revisit cherished tales through a fresh lens, often reflecting a different era's perspective or harnessing the power of advanced technology. Yet, the question remains, what makes a remake successful? Today, we will delve deeper into this subject, identifying the key ingredients that contribute to the success of a remake.
Skeem Saam in June 2024 available on ForumIsaac More
Monday, June 3, 2024 - Episode 241: Sergeant Rathebe nabs a top scammer in Turfloop. Meikie is furious at her uncle's reaction to the truth about Ntswaki.
Tuesday, June 4, 2024 - Episode 242: Babeile uncovers the truth behind Rathebe’s latest actions. Leeto's announcement shocks his employees, and Ntswaki’s ordeal haunts her family.
Wednesday, June 5, 2024 - Episode 243: Rathebe blocks Babeile from investigating further. Melita warns Eunice to stay clear of Mr. Kgomo.
Thursday, June 6, 2024 - Episode 244: Tbose surrenders to the police while an intruder meddles in his affairs. Rathebe's secret mission faces a setback.
Friday, June 7, 2024 - Episode 245: Rathebe’s antics reach Kganyago. Tbose dodges a bullet, but a nightmare looms. Mr. Kgomo accuses Melita of witchcraft.
Monday, June 10, 2024 - Episode 246: Ntswaki struggles on her first day back at school. Babeile is stunned by Rathebe’s romance with Bullet Mabuza.
Tuesday, June 11, 2024 - Episode 247: An unexpected turn halts Rathebe’s investigation. The press discovers Mr. Kgomo’s affair with a young employee.
Wednesday, June 12, 2024 - Episode 248: Rathebe chases a criminal, resorting to gunfire. Turf High is rife with tension and transfer threats.
Thursday, June 13, 2024 - Episode 249: Rathebe traps Kganyago. John warns Toby to stop harassing Ntswaki.
Friday, June 14, 2024 - Episode 250: Babeile is cleared to investigate Rathebe. Melita gains Mr. Kgomo’s trust, and Jacobeth devises a financial solution.
Monday, June 17, 2024 - Episode 251: Rathebe feels the pressure as Babeile closes in. Mr. Kgomo and Eunice clash. Jacobeth risks her safety in pursuit of Kganyago.
Tuesday, June 18, 2024 - Episode 252: Bullet Mabuza retaliates against Jacobeth. Pitsi inadvertently reveals his parents’ plans. Nkosi is shocked by Khwezi’s decision on LJ’s future.
Wednesday, June 19, 2024 - Episode 253: Jacobeth is ensnared in deceit. Evelyn is stressed over Toby’s case, and Letetswe reveals shocking academic results.
Thursday, June 20, 2024 - Episode 254: Elizabeth learns Jacobeth is in Mpumalanga. Kganyago's past is exposed, and Lehasa discovers his son is in KZN.
Friday, June 21, 2024 - Episode 255: Elizabeth confirms Jacobeth’s dubious activities in Mpumalanga. Rathebe lies about her relationship with Bullet, and Jacobeth faces theft accusations.
Monday, June 24, 2024 - Episode 256: Rathebe spies on Kganyago. Lehasa plans to retrieve his son from KZN, fearing what awaits.
Tuesday, June 25, 2024 - Episode 257: MaNtuli fears for Kwaito’s safety in Mpumalanga. Mr. Kgomo and Melita reconcile.
Wednesday, June 26, 2024 - Episode 258: Kganyago makes a bold escape. Elizabeth receives a shocking message from Kwaito. Mrs. Khoza defends her husband against scam accusations.
Thursday, June 27, 2024 - Episode 259: Babeile's skillful arrest changes the game. Tbose and Kwaito face a hostage crisis.
Friday, June 28, 2024 - Episode 260: Two women face the reality of being scammed. Turf is rocked by breaking
From the Editor's Desk: 115th Father's day Celebration - When we see Father's day in Hindu context, Nanda Baba is the most vivid figure which comes to the mind. Nanda Baba who was the foster father of Lord Krishna is known to provide love, care and affection to Lord Krishna and Balarama along with his wife Yashoda; Letter’s to the Editor: Mother's Day - Mother is a precious life for their children. Mother is life breath for her children. Mother's lap is the world happiness whose debt can never be paid.
1. PRODUCT AND BRAND MANAGEMENT
TERM PAPER
ON
CELEBRITY ENDORSEMENT
SUBMITTED TO:SUBMITTED BY:-
Dr. AnurupaB.Singh,
Programme Coordinator, MBA (M&S)
Gurjot S. Khalsa-112C34
Sai Praveen
-112D23
SumitNandal -112D27
MehakKalra
-112E10
PalashVerma
-112E35
MBA GEN. 2012-14
3. Abstract
Aristotle said, “Beauty is a greater recommendation than any letter of introduction.” This
couldaptly summarize why innumerable products are endorsed by celebrities, with or without a
significant need or benefit from the same. Similarly every product has an image. The consumer
tries to consume a brand which has themaximum fit with his/her own personality/image. The
celebrity endorser fits in between thesetwo interactions, where he tries to bring the image of the
product closer to the expectation of theconsumer, by transferring some of the cultural meanings
residing in his image to the product.
Now, despite the potential benefits derived from celebrity endorsements, they increase
amarketer’s risk manifolds and should be treated with full attention and aptitude. A brand should
be cautious when employing celebrities to ensure promise believability and delivery of the
intended effect. The growing importance of mythical characters as celebrities and their sway
overthe target segments are ample proof of public demand for icons to look up to. As the
celebrities traverse from a mere commercial presence to public welfare message endorsements, a
whole newdimension is added to this process and helps in achieving a holistic view of the impact
whichcelebrities generate in every sphere and segment through their well-versed endorsements.
4. Introduction
Everyday consumers are exposed to thousands of voices and images in magazines,
newspapers, and on billboards, websites, radio and television. Every brand attempts to steal at
least a fraction of a person’s time to inform him or her of the amazing and different attributes of
the product at hand. The challenge of the marketer is to find a hook that will hold the subject’s
attention.
In helping to achieve this, use of celebrity endorsers is a widely used marketing strategy.
In this modern age, people tend to ignore all commercials and advertisements while
flippingthrough the magazines and newspapers or viewing TV. But even then, the glamour of a
celebrityseldom goes unnoticed. Thus, celebrity endorsement in advertisement and its impact on
theoverall brand is of great significance. In this process, the companies hire celebrities from
aparticular field to feature in its advertisement campaigns.
The promotional features and images ofthe product are matched with the celebrity image,
which tends to persuade a consumer to fix uphis choice from a variety of brands. Although this
sounds pretty simple, but the design of suchcampaigns and the subsequent success in achieving
the desired result calls for an in-depthunderstanding of the product, the brand objective, choice of
a celebrity, associating the celebritywith the brand, and a framework for measuring the
effectiveness.
Every product has an image. The consumer tries to consume a brand which has the
maximum fit with his/her own personality/image. The celebrity endorser fits in between these
two interactions, where he tries to bring the image of the product closer to the expectation of the
consumer, by transferring some of the cultural meanings residing in his image to the product.In
India advertisers pour croresof rupees every year into celebrity advertising. Think of Sachin
Tendulkar -he means Pepsi in soft drinks, Boost in malted beverages, Fiat Palio in cars, TVS
victor in two wheelers, Colgate Total in toothpaste, Britannia in Biscuits, Visa in credit cards,
Airtel in mobile services and many more brands.
5. Strategic Positioning and effective communication are the two most important “mantras”
guiding brand success in today’s competitive marketing environment. Corporate are ensuring all
possible efforts to promote their brands and to grab the customer’s mind share. The impetus is on
attracting the customer’s attention and developing positive associations not just to influence
recall but also to induce trial and eventually effect purchase decisions in a market where
advertising plays a vital role in coordinating consumer purchases, it becomes pertinent for
companies to induct all possible measures to influence, motivate and inculcate desire to
purchase, in the customer through an effective advertising campaign.
Who is a celebrity?
Celebrities are people who enjoy public recognition by a large share of a certain group of
people whereas attributes like attractiveness, extraordinary lifestyle are just examples and
specific common characteristics cannot be observed though it can be said that within a
corresponding social group celebrities generally differ from the social normand enjoy a high
degree of public awareness (Schlecht, 2003).This is true for classic forms of celebrities like
actors (ex Sharukh khan, Amitabh Bachhan), models (John Abraham,MalaikaArora, DiyaMirza)
Sports athletes (ex. Sachin Tendulkar, SaniaMirza) entertainers (BarkhaDutt, ShekharSuman)
and Pop Stars (Mika, DailerMehndi) but also for less obvious groups like businessmen (ex
DirubhaiAmbani) or politicians (Laloo Prasad Yadav) Besides these there are fictional celebrities
like Ronald McDonald, Fido dido, Gattu, AmulGirl, Pillsbury doughboy and the like. Celebrities
appear in public in different ways. A firm that decides to employ a celebrity to promote its
products or services has a choice of using the celebrity as :
Testimonial: If the celebrity has personally used a product or service and is in a position
to attest its quality,then he or she may give a testimonial citing its benefits. For instance
AishwaryaRai endorses Lux by testifying the quality of the product as it forms a part of her
consumption basket.
Endorsement: celebrities often lend their names to ads for product or services for which
they may or may not be the experts For instance SachinTendulkar has been endorsing the Palio
brand of Fiat.
6. Actor: A Celebrity may be asked to present a product or service as a part of character
enactment rather than personal testimonial or endorsement. For instance SwetaTiwari of “Prerna
fame” (KasuatiZindagiki) enacts as a housewife for Nirma’s ad campaign. It has nothing to do
with her on screen or off-screen image In fact she just enacts the characterand expectations of a
normal housewife from a detergent bar.
Spokesperson: A celebrity who represents a brand or company over extended periods of
time often in print and TV ads as well as in personal appearances is usually called a company’s
spokesperson. (Schiffman and Kanuk, 1997)The reason for using celebrities a spokesperson goes
back to their huge potential influences. Compared to other endorsers, types,famous people
achieve a higher degree of attention and recall. Using a celebrity in advertising is therefore likely
to positively affect consumer’s brand attitude and purchase intentions.
Why Endorsements?
Celebrity Endorsements act as a credible means of “money burning”.This is because this
is a world of products for which the value a consumerobtains from purchasing any given variety.
This could be for reasons of social standing-People want to wear the “right” clothes, drink the
“right” beverages and use the “right” fragrances. Specifically a consumer thatobserves messages
for two different firm’s products, one product’s message containing a celebrity endorsed and the
other not, believes the celebrityendorsed product will have more purchases and so be of
highervalue.(Clark &Horstman, 2003)
Celebrity endorsement is more likely to be observed for those productshaving a high
price-production cost margin and on a large customer base.In short, celebrity endorsements are
more typical for nationally marketedproducts then for local or niche market products and for
products such asrunning shoes, soft drinks and the like for which the price cost marginsare
apparently large.
Promoters of certain products require co-ordination over multiplecustomer groups different age, income, education groups or groups in different location. Example, Credit Card.
With a product of this sort acommon set of advertising messages communicated to all custom is
7. a moreeffective and coordinates mechanism than messages targeted at separatecustomer groups
with common messages. A customer in one groupreceiving a message knows that customer in
other groups are also receivingthe message. The challenge with common message is of
significant audiencereach in the various customer groups at low cost. Because the celebrity
isrecognizable globally, it is a low cost way to achieve cross group coordination(Clark
&Horstman, 2003).
Selecting the best endorser
Any promotional campaign needs several issues to be addressed to, therebyempowering
promotional planners to know how decisions about thedifferent controlled or independent
variables of the communication processthat influence the stages of the response hierarchy in
persuading thereceiver. Several models have been developed that give insight toindependent
variable effecting celebrity endorsement and hence itsefficacy. Two important ones are:
(A) Source creditability and attractiveness:
The effectiveness of a message depends on the perceived expertiseand trustworthiness of
an endorser. The central goal of advertising is thepersuasion of customers i.e., the active attempt
to change a modifyconsumers attitude towards the brands (Soloman, 2002). Hence in orderto
convince the target audience of the attractiveness of the company’sbrand. The creditability of the
advertisement is immense. Pursuing acelebrity-endorsed strategy enables advertisers to project a
credible imagein terms of expertise, persuasiveness, trustworthiness and objectiveness.(Till and
Shimp, 1998).Source attractiveness refers to the endorsers physical approachpersonality,
likeability, and similarity to the receiver, thus to the perceivedsocial values of the source
(Soloman, 2002) Trustworthiness refers to thehonesty and integrity of the spokesperson. The
model basically focuses on the belief that persons who perform well on one dimension are
assumedto excel on others as well. However, as proved by Ohanian (1991) in herstudy each
source has different effects on consumer’s brand perceptionthereby making it necessary to
pursue a systematic strategy of celebrityspokesperson selection.
8. (B) The Match-up Hypothesis:
Several Research studies have examined the congruency betweencelebrity endorsers and
brands to explain the effectiveness of using famouspersons to promote the brands (Till and
Buster, 1998), (Till and Shimp, 1998)Results show that a number of celebrity endorsements
proved verysuccessful, whereas other completely failed.The match-up hypothesis specifically
suggests that the effectivenessdepends on the existence of a “fit” between the celebrity
spokespersonand endorsed brand (Till and Buster, 1998). Though Oharian (1991)acknowledges a
popular person’s ability to create awareness and initialinterest for an advertisement she
concludes that this may not necessarilychange consumer’s attitude towards the brands. The
model emphasizes that the physical attractiveness of a celebrity endorser will enhanceevaluations
of the products characteristics only if the characteristics ofthe product “match-up” with the
image conveyed by the celebrity. Hencean extension beyond attractiveness and creditability
towards aconsideration has to be done in terms of making the entire image of thecelebrity with
the endorsed brand.
Brand Endorsement is a way to get thebrand noticed amidst the clutter that is there in the
market place. Synergyis therefore required between brand and celebrity. The celebrity
actuallyhelps in accelerating the brand image formulation process. At the sametime
advertisement argue that celebrities come with loads of liabilities thatare hard to ignore.
The decision of selecting the best endorser is thus a pertinent issuefixed by marketers &
adventures for their brand promotion. Advertiserspoint out to the 3Cs that enjoy mass adulation
in Indian sub continental,Cricket, Cinema and Curry. In fact Mr. JaydeepDasgupta,
Associatebranch Director-Mumbai, Mudra feels that branding plays a key role in creating a
celebrity aura. Today Cricketer and Film stars are groomed tobe brand themselves and hence are
marketed well. In other words, thecelebrity himself/herself should be a strong brand and the
attributes ofthe celebrity brand should match the attribute of the product brand beinghighlighted.
To help select a celebrity endorser, many companies and theiradvertising agencies rely on
Q ratings that are commercially availablefrom a New York based firm known as marketing,
evaluates Inc.(Belch &Belch). This firm annually determines a familiarity and likeability
ratingof top male & female personalities (and cartoon characters) based on amail questioners
9. survey of the television viewer. The basic rating called aQ rating, is obtained by dividing the
number who rated as “one of myfavorites” by those who indicated that they were “totally
familiar” withthe personality. The survey is widely used by marketers and agencies toselect
celebrity endorsers and is used by T.V. Network and Hollywoodproducers to cast their shows &
movies.
All efforts to select an ideal celebrity as a brand endorseris able toinfuse and bring about a
change in the fortunes of a brand. Besides this itis important to judge the compatibility of the
endorser with the productand acceptance of the individual buy the target audience before
selectingthe stage endorsers.
Endorsement: Risk vs. Returns
The basic assumption underlying celebrity endorsement is that thevalue associated with
the celebrity is transferred to the brand and thereforehelp create an image that can be easily
referred by consumers.Consequently by association the brand can very quickly establish
thecreditability get immediate recognition and improve sales. However, thereare many risks
associated with such endorsers. The brand could slide downjust as quickly as it moved up the
consumers mind. There are many casesof brands failing in the market place despite famous
celebrities endorsingthem.
Risks
a) Celebrity overshadows the brand: In certain cases where the celebrityvalues category
benefit and brand values are not closely linked. Thereare chances that the celebrity is
remembered more than a brand.Cyber media research study reveals that 80% of the
respondentsapproached for research remembered the celebrity but could notrecall the brand
being endorsed.
b) Necessary Evil: Marketing have felt that once the brand rides theback of celebrity it
becomes difficult to promote it without the star asit becomes difficult to separate the role of
10. message and the role ofthe celebrity in selling the brand. The celebrity activity becomes
anaddiction and the task to find substitute becomes more and moredifficult.
c) Celebrity creditability a question mark for the competent customer: Today’smarketing
endorsement has to deal with a competitive and knowledgeable customer who has begun to voice
his opinion abouttheir perception about endorsing a brand. Celebrity is said to befool the public
as he is paid to sell and communicate good things aboutthe brand. Hence the question of
creditability of the celebrity beingchosen to protect the brand is becoming pertinent.
d) Conflicting Image: A mix match between the image of the credibilityand the product
can damage both. Unless there is a synergy between celebrity’s own image and that of product
category the strategy ofendorsement is rendered futile.
e) Multiple Endorsements: The poly endorsement has led to a celebrityclutter. A
Celebrity endorsing multiple products and multi brands in acategory have left the customer
confused and have led to dilution in the celebrity’s value.
f) Influence of Celebrity scandals and moral violation on brands: A numberof
entertainers and athletes have been involved in activities that couldembarrass the companies
whose products the endorsed. When the endorser’s image is finished,it actually leads to a greater
fall in imagefor the brand. For instance Azharuddin was charge with bettingand match fixing,
which created negative feeling and repulsivethoughts among people for the products he was
endorsing.
Returns
a) Build Awareness: A new brand can benefit greatly if a celebrityendorses it. It can
attract the customer’s attention and inquisitivenessto see what product is being endorsed.
Research has shownconsumers have a higher level of message recall for products thatare
endorsed by celebrities.
b) Connects Emotionally: Some celebrities like Shahrukh Khan, AmitabhBachchan
command great adoration among people. Such celebritiescan positively influence their fans etc. a
great extents and henceend to even connect with the brand emotionally because of theirstar
enduring it.
11. c) Quick Connect: The communication process tends to hasten up dueto the more
presence of a celebrity. This is because the star carryingthe message tends to click with the
customer more. Because oflikeability, recall attractiveness and creditability thereby helping
thecompany to clearly and quickly pass on the message to the targetcustomers.
d) Means of Brand different ion: Using a celebrity is a source of branddifferentiation. In a
category where a brands is suing a celebrity thefirst that picks one up could use it differently
itself in the market thesame was done by Boost in the malted beverage category.
e) Source of Imitation and hence inducing increased product usage: Celebritiesactually
tend to become models or idols for the target audience whotend to start using the product just
because the celebrity name isattached with it. For instance, Lux has been used by many as it is
abeauty soap recommended by the beauty queen, AishwaryaRai.
f) Better Brand Image: the use of celebrities could also bring in positiveimage among the
masses for brand. The credibility and authenticityattached with Amitabh Bachchan has
inculcated trust for ICICI, NerolacPaints and many others.
Conclusion
An assessment of current market situation indicated that celebrityendorsement and
advertising strategies if correctly blended in terms ofmarrying the strengths of the brands with
the celebrity’s quality indeedjustify the high cost associated with this form of advertising.
However,advertising needs to be aware of the complex processing underlyingcelebrity
processing endorsement by gaining clarity on described conceptsof celebrity source creditability
and attractiveness, match-up hypothesis,multiple product endorsement etc. Marketer has to
decide how far the benefits outweigh the risks associated. Advertisers agree that
celebrityendorsement does not itself guarantee sales. It can create a buzz and makea consumer
feel better about the product, which in turn has to come toexpectation of customers as a real star
by delivering the promise. Therehave been instances where the endorsement or real consumers
have startedworking better than celebrity endorsers. In fact much research needs tobe done on
customer testimonials, which tend to induce better creditabilityand helps in carving the
competent, rational, knowledgeable customer oftoday who is said to be the real hero.
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