1. Celebrity Endorsement
Presented By:
ASTHA LAGHATE
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2. Contents
• Overview
• Who is a brand ambassador
• Need for celebrity endorsement
• Impact of celebrity endorsement
• Beauties endorsing products
• Role of networking sites
• Who is a celebrity
• Advantages of endorsement
• Disadvantages of endorsement
• Conclusion
• Bibliography
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3. Overview
Celebrity Endorsement:
 An advertising campaign involving a well known person to promote a
product or service.
 A form of brand or advertisement campaign that involves a well known
person using their fame to help promote a product or service.
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4. Who is a Brand Ambassador
 Brand ambassador is marketing jargon for celebrity endorser or
spokes model, a person employed by an organization or company to
promote its products or services.
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5. Need For Celebrity Endorsement
 Increases the sale
 Attract more attention of consumers
 Celebrity add new dimensions to brand
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6. Impact Of Celebrity Endorsement
 Instant brand awareness
 Celebrity values are redefined
 Attraction towards product
 Celebrity helps to set up a new business
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7. Beauties Endorsing Products
Source attractiveness refers to the endorsers physical approach, personality,
likeability, and similarity to the receiver modifying people’s attitude towards the
brand.
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8. Role Of Networking Sites
Celebrities use networking sites to promote a product
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9. Who Is a Celebrity?
Celebrities are people who enjoy public recognition by a large share of a
certain group of people.
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Actors
Sports
Athletics
Entertainers
Pop Stars Businessmen Politicians

10. Advantages Of Endorsement
 Build Brand Equity
 Help people remember advertisements
 Make people believe that product
contributes to superstar status
 Stand out
 Brand creditability
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11. Disadvantages
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Overshadowing
Negative Publicity
Over exposure
Financial Risk
Less Equity

12. Conclusion
 Most of the celebrity endorsement have favorable impact
 There is a positive relationship between different celebrity attributes and
buying decision of customers of FMCG.
 Choice of celebrity.
 Before choosing the celebrity the marketer has to decide how far the
benefits outweigh the risks associated.
 Celebrity endorsement can create a buzz and make a consumer feel
better about the product but it can not itself guarantee sales.
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13. Bibliography
• http://www.google.com/KHYATI89/celebrity-endorsement
• www.socialsamosa.com/.../how-bollywood-celebrities-are-using-
social-media
• www.emeraldinsight.com/doi/abs/
• usdrinc.com/downloads/Celebrity-Endorsements.pdf
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14. Thank You
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