The document discusses celebrity endorsements and their effect on consumer purchasing habits. It finds that celebrity endorsements increase sales and attention from consumers. They help build brand equity and recall of advertisements. However, risks include celebrities becoming overexposed or overshadowing the brand. The study surveyed consumers, celebrities and advertising agencies. It found that celebrity endorsements have a strong positive impact on products and influence purchasing decisions before and after the endorsement. However, negative publicity about a celebrity does not significantly impact customer loyalty to the brand. In conclusion, celebrity endorsements are an effective marketing tool when selected properly based on popularity, script requirements and relatability to the target audience.
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.
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.
Leveraging secondary brand associations to build brand equity
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (17th May 2014)
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.
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.
Leveraging secondary brand associations to build brand equity
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (17th May 2014)
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
Strategic Analysis of Airtel Limited in Indian Telecom Sectorrajinderpal_12
The whole presentation depicts the Strategic Analysis of Airtel Limited in Indian Telecom sector. Here we talk about gradual evolution of Indian Telecom sector and growth of Airtel against its competitor. It also covers the internal value analysis of Airtel - Resource Based View.
It is really informative for anyone interested to know about Airtel and Indian Telecom sector.
Thanks
Rajinder
Cognizant Community 2016: Mastering Digital: How to Navigate the Shift to the...Cognizant
For more than a decade, this unique event has provided busy executives with an opportunity to exchange ideas and insights both with each other and with acclaimed subject matter experts on the panoply of topics critical to advancing their business objectives today — and tomorrow.
The Cognizant Green Brigadiers joined hands to promote a clean environment on-campus and outside in the year 2012. Here's a look at how they did just that.
Online marketing is highly recommended for any kind of companies nowadays. In order to start the online marketing activity, one has to understand the basic 10c's for online marketers. Also they are supposed to know the environment around the organization to act according to the changes happening.
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
Word Of Mouth Marketing Strategy PowerPoint Presentation SlidesSlideTeam
This complete deck can be used to present to your team. It has PPT slides on various topics highlighting all the core areas of your business needs. This complete deck focuses on Word Of Mouth Marketing Strategy PowerPoint Presentation Slides and has professionally designed templates with suitable visuals and appropriate content. This deck consists of total of twenty three slides. All the slides are completely customizable for your convenience. You can change the colour, text and font size of these templates. You can add or delete the content if needed. Get access to this professionally designed complete presentation by clicking the download button below. http://bit.ly/39GoDdc
Pervasive Analytics: Measuring the Impact of a Celebrity Direct-to-Customer C...Cognizant
Pharmaceuticals companies using celebrity direct-to-customer (DTC) campaigns need an analytics system of computing potential ROI based on the right set of variables.
A Study on Impact of Celebrity Endorsement on Buying Behavioursumit ranjan
contains some analysis using chi square and anova on spss and tried to get some new findings.and can be helpful in marketing projects at the time of dissertation or summer internship.
Chatty Kathy - UNC Bootcamp Final Project Presentation - Final Version - 5.23...John Andrews
SlideShare Description for "Chatty Kathy - UNC Bootcamp Final Project Presentation"
Title: Chatty Kathy: Enhancing Physical Activity Among Older Adults
Description:
Discover how Chatty Kathy, an innovative project developed at the UNC Bootcamp, aims to tackle the challenge of low physical activity among older adults. Our AI-driven solution uses peer interaction to boost and sustain exercise levels, significantly improving health outcomes. This presentation covers our problem statement, the rationale behind Chatty Kathy, synthetic data and persona creation, model performance metrics, a visual demonstration of the project, and potential future developments. Join us for an insightful Q&A session to explore the potential of this groundbreaking project.
Project Team: Jay Requarth, Jana Avery, John Andrews, Dr. Dick Davis II, Nee Buntoum, Nam Yeongjin & Mat Nicholas
Explore our comprehensive data analysis project presentation on predicting product ad campaign performance. Learn how data-driven insights can optimize your marketing strategies and enhance campaign effectiveness. Perfect for professionals and students looking to understand the power of data analysis in advertising. for more details visit: https://bostoninstituteofanalytics.org/data-science-and-artificial-intelligence/
StarCompliance is a leading firm specializing in the recovery of stolen cryptocurrency. Our comprehensive services are designed to assist individuals and organizations in navigating the complex process of fraud reporting, investigation, and fund recovery. We combine cutting-edge technology with expert legal support to provide a robust solution for victims of crypto theft.
Our Services Include:
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We immediately notify all relevant centralized exchanges (CEX), decentralized exchanges (DEX), and wallet providers about the stolen cryptocurrency. This ensures that the stolen assets are flagged as scam transactions, making it impossible for the thief to use them.
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We guide you through the process of filing a valid police report. Our support team provides detailed instructions on which police department to contact and helps you complete the necessary paperwork within the critical 72-hour window.
Launching the Refund Process:
Our team of experienced lawyers can initiate lawsuits on your behalf and represent you in various jurisdictions around the world. They work diligently to recover your stolen funds and ensure that justice is served.
At StarCompliance, we understand the urgency and stress involved in dealing with cryptocurrency theft. Our dedicated team works quickly and efficiently to provide you with the support and expertise needed to recover your assets. Trust us to be your partner in navigating the complexities of the crypto world and safeguarding your investments.
Levelwise PageRank with Loop-Based Dead End Handling Strategy : SHORT REPORT ...Subhajit Sahu
Abstract — Levelwise PageRank is an alternative method of PageRank computation which decomposes the input graph into a directed acyclic block-graph of strongly connected components, and processes them in topological order, one level at a time. This enables calculation for ranks in a distributed fashion without per-iteration communication, unlike the standard method where all vertices are processed in each iteration. It however comes with a precondition of the absence of dead ends in the input graph. Here, the native non-distributed performance of Levelwise PageRank was compared against Monolithic PageRank on a CPU as well as a GPU. To ensure a fair comparison, Monolithic PageRank was also performed on a graph where vertices were split by components. Results indicate that Levelwise PageRank is about as fast as Monolithic PageRank on the CPU, but quite a bit slower on the GPU. Slowdown on the GPU is likely caused by a large submission of small workloads, and expected to be non-issue when the computation is performed on massive graphs.
Adjusting primitives for graph : SHORT REPORT / NOTESSubhajit Sahu
Graph algorithms, like PageRank Compressed Sparse Row (CSR) is an adjacency-list based graph representation that is
Multiply with different modes (map)
1. Performance of sequential execution based vs OpenMP based vector multiply.
2. Comparing various launch configs for CUDA based vector multiply.
Sum with different storage types (reduce)
1. Performance of vector element sum using float vs bfloat16 as the storage type.
Sum with different modes (reduce)
1. Performance of sequential execution based vs OpenMP based vector element sum.
2. Performance of memcpy vs in-place based CUDA based vector element sum.
3. Comparing various launch configs for CUDA based vector element sum (memcpy).
4. Comparing various launch configs for CUDA based vector element sum (in-place).
Sum with in-place strategies of CUDA mode (reduce)
1. Comparing various launch configs for CUDA based vector element sum (in-place).
2. What is Celebrity Endorsements
• A form of brand or advertising campaign that
involves a well known person using their fame to
help promote a product or service.
• Social media such as Twitter have become
increasingly popular mediums for celebrities to
endorse brands and influence purchasing behaviour.
3.
4. NEED FOR CELEBRITY ENDORSEMENT
• It increases the sale
• Attract more attention of
consumers
• Celebrity add new
dimension to the brand
5. The Benefits of Celebrity
Endorsements
• Build brand equity
• Help people remember ads
6. • Make people believe the product
contributes to superstar status
• Stand out
7. The Risks of Celebrity
Endorsement
• Images change
• Celebrities become overexposed
• Celebrities can overshadow brands
8. Why are advertisers ready to pay crores for
endorsements?
The reason is “Install Recall” which ensures
immediate focus to the brand.
9. Why do brands, during losses, sign celebrities to
endorse?
Companies use celebrities to come out of losses,
basically when a brand needs to lift itself to come
out of losses.
10. Objectives of the research
• To understand how does celebrity endorsements
have an impact on customers buying habits
• To understand what makes the company or ad
agency select a particular celebrity for their product
• To understand what makes a celebrity take a
particular brand for endorsing
11. Methodology Part 1
Primary Survey
The primary survey was carried out in three different
sections:
• Consumers
• Celebrity
• Advertisement agencies - Ogilvy & Mather
Lowe Lintas
FCB ULKA
12. Consumers
QUESTIONNAIRE
1. Gender
•Male
•Female
2. What is your age?
•Below 20 years
•Between 20 to 49 years
•Above 50 years
3. Which of the following influences you to buy a product?
•Celebrity endorsement
•Price
•Quality
13. 4. Rate the media that affects your buying power for the product-
Very Effective
1
Effective
2
Neutral
3
Average
4
Ineffective
5
TV and/or Radio
Print media
On the shelf
Word of mouth
5. Rate the impact of the celebrity endorsing the product-
Strong Impact Weak Impact
1 2 3 4 5
6. Would you stop buying the product if your favourite celebrity stops endorsing it?
+2 - Definitely
+1
0 - Maybe
-1
-2 - Never
7. Did it affect your buying decision for the SAME PRODUCT, when -
Celebrity WASN’T Endorsing Celebrity STARTED Endorsing
3 2 1 0 1 2
14. 8. Rate if negative publicity about your preferred celebrity influences your purchasing
decision-
+2 - Doesn’t influence at all
+1
0 - Neutral
-1
-2 - Influences heavily
9. Do you believe that the celebrities also use the products which they endorse?
•Yes
•Not Sure
•No
10. How does your preferred celebrity and a specific brand they endorse affect the buying
decision of the product
Strongly Agree
1
Agree
2
Neutral
3
Disagree
4
Strongly Disagree
5
He/She has a positive impact on the
product
He/She can relate to consumers
He/She suits the brand image
He/She has knowledge about the
product and brand
16. Questionnaire
Q1. What is the primary reason to choose a particular celebrity/model for endorsing
a product?
0
0.5
1
1.5
2
2.5
3
Requirement of
the script
Budget Brand Popularity Any Other
2
0
3
0
Attributes
17. Q2. How do you judge if the celebrity is worth the money?
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
Popularity Acting Skills Connection with
the target
audience
Any Other
1 1 1
0
Celebrity Worth
18.
19. Q3. What market research tool does your company use before framing an
Advertisement?
0
0.5
1
1.5
2
2.5
3
Qualitative
Technique
Questionnaire +
CG Method
Account
Planning
Any Other
Market Research Tool
20. Q4. Do you think the celebrity/model influences the consumers’ purchasing
decision?
0
0.5
1
1.5
2
2.5
3
Yes Partially, to some
extent
No
Celebrity Influence
21. Q5. Do you feel that selecting high-profile celebrities creates more impact than
general advertisement models?
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
2
Yes Partially, to some
extent
No
Impact of High Profile Celeb over Regular Model
22. Celebrity
• Sunil Vishrani a.k.a. Chattri Man of TIDE Washing Powder
Advertisement.
• He was interviewed on aspects like how
does an advertisement affect the
celebrity/model (himself), on what basis
does the company select the
celebrity/model for an advertisement
and many more.
24. Which of the following
influences you to buy a
product-
Quality
Celebrity
endorsement
Price
PURCHASE INFLUENCE
25. Rate the media that affects
your buying power for the
product
75
3
31
17
22 24
33
23
3
29
15
21
0
20
12
22
0
24
9
17
0
10
20
30
40
50
60
70
80
TV and/or Radio Print Media On the Shelf Word of Mouth
Media Channels
Very Effective Effective Neutral Average Ineffective
26. One Sample T-Test
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Celebrity_Impact 100 2.1100 1.03372 .10337
One-Sample Test
Test Value = 2
t df Sig. (2-
tailed)
Mean
Difference
95% Confidence Interval of the
Difference
Lower Upper
Celebrity_Impact 1.0
64 99 .290 .11000 -.0951 .3151
Ho= The mean rating given for the celebrity impact on the product is
2 (i.e. Good Impact)
Ha= The mean rating given for the celebrity impact is not equal to 2.
At 5% level of significance, the α value is 0.05 & the significant value is 0.290. Since the
significant value is higher than the α value, we accept our null hypothesis & conclude that the
mean rating given for the celebrity impact on the product is 2, i.e. the celebrity has a good
impact on the product.
27. Paired Sample T-Test
Paired Samples Test
Paired Differences t df Sig. (2-
tailed)
Mean Std.
Deviation
Std.
Error
Mean
95% Confidence
Interval of the
Difference
Lower Upper
Pair 1 Before_Endorsing
- After_Endorsing .6400 1.03005 .10301 -.84438 -.43562 -6.213 99 .000
Ho= There is no significant difference between the buying decision of the customer
before & after the celebrity endorsed the product.
Ha= There is a significant difference between the buying decision of the customer
before & after the celebrity endorsed the product
At 5% level of significance, the α value is 0.05 & the significant value is 0.000. Since, the
significant value is less than the α value, we reject our null hypothesis & conclude that there is a
significant difference between the purchase intention of the customer before & after the
celebrity endorsed the product
28. Descriptive Statistics
Mean Std. Deviation N
Loyalty 1.0200 .99473 100
Negative_Publicity 1.1200 .89081 100
Correlations
Loyalty Negative_Publicity
Loyalty
Pearson Correlation 1 .225*
Sig. (2-tailed) .024
N 100 100
Negative_Publicity
Pearson Correlation .225* 1
Sig. (2-tailed) .024
N 100 100
*Correlation is significant at the 0.05 level (2-tailed).
There is a weak correlation between loyalty of the customer & negative publicity of
the celebrity which means that the loyalty of the customer towards the product is not
affected by the negative publicity of the celebrity.
Correlation
29. Conclusion
• Primary Reason by Ad company to chose a celebrity is Requirement of the
script & Brand Popularity (relatable to the public)
• Celebrity is worth the money is decided by their Popularity (Mass appeal)
and Connection with the target audience
• Television/ Radio Ad and On-the-shelf are the most effective mode of
influencing for purchasing a product
• Customers find strong impact of the celebrity for the product they endorse
• Change in purchase intention of customers before & after the celebrity
endorsed the particular product
• Loyalty of the customer towards the product is not affected by the negative
publicity of the celebrity.