Celebrity endorsement has got disadvantages too!!.. Did you know? Aamir Khan does "invented" type of endorsement for Tata Sky..Read on to know more about celebrity endorsement..

1. Seema Gupta
IIM Bangalore
DigitalMarketingTadka.com
dmtadka@gmail.com © Seema Gupta

2. CONTENTS
What is Celebrity Endorsement?
Types of celebrity endorsements
Advantages
Disadvantages
© Seema Gupta

3. What is
Celebrity
Endorsement?
© Seema Gupta

4. “Celebrity endorsement is a
marketing communication
strategy involving the use of
celebrities to advertise for a brand
with an eye on increasing the
product sales or
increasing the awareness of the brand by leveraging the
awareness levels of the celebrity.”
© Seema Gupta

5. Types of
Celebrity
Endorsement?
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6. Types of
celebrity
endorsements
Testimonial
Invented
ObserverImported
Harnessed
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7. TESTIMONIAL
It’s a recommendation by
a celebrity affirming the
performance, quality of
a branded product or
service. The celebrity acts
as a spokesperson of the
brand.
Ex: Parineeti Chopra advertising for Pantene
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8. IMPORTED
The celebrity performs a role which the audience has
prior knowledge about.
Ex: A.R Rahman advertising for Airtel
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9. INVENTED
The celebrity performs a role
which is new and originality is
present.
Ex: Aamir Khan advertising
for Tata Sky
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10. OBSERVER
The celebrity comments on
the brand through mere
observation only.
Ex: Salman Khan advertising
for Britannia Tiger
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11. HARNESSED
The advertisements storyboard and imagery is totally in
sync with the celebrity’s image.
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12. Advantages
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13. Advantages of a
celebrity
endorsement
Influencing
Consumer
decision
Building Brand
Awareness/Trust
Adding brand
associations/Building
Brand Equity Positioning the
brand
Attracting new
users
Rescue of a
troubled brand
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14. Disadvantages
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15. Change in
Celebrity’s image
Overexposure of
celebrities
Overshadowing the
brand
Disadvantages of a celebrity
endorsement
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16. Thank You
Seema Gupta
IIM Bangalore
DigitalMarketingTadka.com
dmtadka@gmail.com