Use of celebrity in PR and marketing promotion

1. The Use of Celebrity Endorsement David Phillips

2. Definition of Celebrities Celebrities are people who enjoy specific public recognition by a large number of certain groups of people.

3. How celebrities impact on brand acceptance and consumer perception

4. Important Celebrity Attributes Celebrities create image in the mind of customer. Celebrities help to brand building. Company hiring the celebrity. Getting the right celebrity to endorse the right brand.

5. Risks Associated With Celebrity Endorsement 1. Negative publicity 2. Overshadowing 3. Overexposure 4. Overuse 5. Extinction 6. Financial Risk

6. Factors To Focus CRM Employee Training ROI Knowledge Management Attitude Of Celebrities

7. The Meaning Transfer Model Culture Endorsements Consumption

8. Endorsement Consumption Meaning Acquisition Role 1 Role 2 Celebrity Product Consumer Role 3 Stage 2 Stage 1 Stage 3 Note: Path of Meaning Movement Stage of Meaning Movement

9. Framework to Make Effective Celebrity Endorsement Program Are the celebrity endorsements programs result driven? How to quantify the value generated by the celebrity endorsements? Are customers able to connect the brand with the celebrity?

10. Framework to Make Effective Celebrity Endorsement Program Align Celebrity Endorsement With Business Objectives HIGH Effectiveness of Brand Positioning LOW Alignment with Celebrity Attributes HIGH LOW

11. Framework to Make Effective Celebrity Endorsement Program Measure and Quantify Performance. The benefits that occur from such a relationship can be categorized into two components: - Value of Hard Assets Increase in Sales Increase in Market Share Value of Association Brand Recognition Customer Loyalty

12. Framework to Make Effective Celebrity Endorsement Program Selection and Renewal of Contract With Celebrities Increase its benefits by re-examining Pre-planned negotiation strategy Understand the Competition of Celebrity Understand 'Celebrity' Clutter Protection Against Ambush Marketing

13. Evolution of Celebrity Endorsements

14. Dimensions

16. REEBOK BIPASHA BASU/ M S DHONI PRODUCT FIT HEALTHY PERFECT BODY SPORTS PERSON FOR FITNESS FOR HEALTH CONCIOUS SPORTS SHOE

18. SONY VAIO KAREENA PRODUCT BEAUTIFUL SLIM LIGHT WEIGHT ZERO FIGURE STYLISH SLIM LIGHT WEIGHT STYLISH SLEAK

20. PEPSI Pepsi Gladiator/ Britney Spears PRODUCT YOUNG STYLISH ENERGETIC CHOICE OF YOUTH FOR YOUNG PEOPLE ENERGETIC

21. Effective audiences Not great for Political PR Celebrity endorsers have more impact on younger consumers

22. More Information Rules http://www.celebagents.co.uk/endorsements.php Reading L’Etang chapter 10 Pringle, H, (2004) Celebrity Sells John Wiley & Sons Bohdanowicz, J. & Clamp, L. (1994) Fashion Marketing, London UK, Routledge. Solomon, M. (2003) Consumer Behavior: buying, having, and being, USA, Prentice Hall. Till, B.T.(1998) Using Celebrity Endorsement Effectively: Lessons from Associative Learning, Journal of Product and Brand Management, Vol.7 Issue 5. Managing risks – case study http://www.slideshare.net/manigarg/celebrity-endorsements Healthcare case study http://heapro.oxfordjournals.org/content/16/4/333.full