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Celebrity endorsements finally ppt

  1. By Mariyam Khan
  2.  Celebrities are people who enjoy public recognition by a large share of a certain group of people
  3. Actors (ex Shahrukh khan, Amitabh Bachhan ),  Models (ex. Vaneeza Ahmed, Iman Ali)  Sports athletes (ex. Shahid Afridi, Sachin Tendulkar, Roger Federer )  Entertainers (ex. Anwar Maqsood, Umer Shareef)  Pop Stars (ex. Jal, Atif Aslam,Call)  Businessmen (ex. Dirubhai Ambani)  Politicians  Fictional celebrities (Ronald McDonald, Fido dido, Amul Girl, Dentonic guy)
  4. They appear in public when fulfilling their profession  They appear in public by attending special celebrity events  They are present in News, Fashion magazines and tabloids  They act as spokes people in advertising to promote products and services
  5.  Testimonial  Endorsement  Actor  Spokesperson
  6.  celebrity endorsements are more typical for nationally marketed products then for local or niche market products  Because the celebrity is recognizable globally, it is a low cost way to achieve cross group coordination
  7. celebrity endorsement have recall of the product  celebrities have credibility on expertise that makes the product more desirable or enhances perceptions of quality  the celebrity endorsers image is transferred to the product so that those who use the product are associated with the image.
  8. celebrity endorsements enhance brain recall.  subject tended to like the product more when it was endorsed by the famous athlete than by an average citizen  Success of fictional Celebrity endorsement
  9. The endorser has to be trustworthy enough to modify people’s attitude towards the brand  Source attractiveness refers to the endorsers physical approach, personality, likeability, and similarity to the receiver, thus to the perceived social values of the source  The model basically focuses on the belief that persons who perform well on one dimension are assumed to excel on others as well.
  10. effectiveness depends on the existence of a “fit” between the celebrity spokesperson and endorsed brand  It says that celebrity endorsement will only effect buying behavior if the characteristics of the product “match-up” with the image conveyed by the celebrity.
  11. First: meanings attributed to the celebrity become associated with the brand in the consumers.  Second: customer acquires the brands meaning.  Third: the importance of the consumer’s role in the process of endorsing brands.
  12.  some celebrities are endorsing several brands  or a specific brand is endorsed by different spokesperson
  13. Celebrity overshadows the brand  Necessary Evil  Celebrity creditability a question mark for the competent customer  Conflicting Image  Multiple Endorsement  Influence of Celebrity scandals and moral violation on brands
  14.  BuildAwareness  Connects Emotionally  Quick Connect:  Means of Brand differention  Source of Imitation and hence inducing increased product usage  Better Brand Image
  15.  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.
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