PowerPoint Presentation

Who actually is Celebrity?Celebrity is an omnipresent feature of society, blazing lasting impressions in the memories of all who cross its path. Kurzman et.al (2007)What is Celebrity Endorsement?A form of brand or advertising campaign that involves a well known person using their fame to help promote a product or service.

The Root of ConceptEarly celebrity endorsements1890A soap manufacturer, Pears, hired a famous and beautiful actress, Lily Langtry, to do a testimonial, "Since using Pears Soap, I have discarded all others." Ad agencies start using psychologists 1950First political ads 1950Multinational ad companies emerge 1970 1980History of Celebrity Endorsement in PakistanEra II: 1964-1978Era III: 1978 1988Era IV: 1988-1998Era V: 1998-2008Era VI: 2008 and beyond

Is there is a need??Any Brand can get a celebrity , that is easy. But getting a right celebrity that remain consistent to the brand till the right time for right purposethat is not easy.

Why advertisers Use CelebrityDifferentiation of the productValue deliveringEstablishing brand image

Difference b/w Brand Face and Brand Ambassadors

Motive behind Celebrity EndorsementInstant RecallAdd new DimensionInstant CredibilityMass AppealLack of ideasConvincing customersIs their any criteria?Their should be an ideaCelebrities as propCelebrity presence should be contextualMultiplier Effect formulaBrand need to have a strong identityMost times it seems like it is just the celebrity saying I use this product, so why dont you Celebrity endorsements work best when the product already has a strong identityTo create a unique situation or story that links the celebrity to the productS= P*D*AVwhere S = successful brandP = effective productD =distinctive identity AV = added values

Strategic use of Celebrity EndorsementCelebrity Endorsements are very expensive.Selection of celebrity is more important than its use.The recognition, image & reputation of celebrity and his/her suitability with the product should be given due consideration.COMPATIBILITY BETWEEN THE CELEBRITY AND BRAND IMAGE

Celebrity prior endorsements.

Celebrity physical attractiveness.

Celebrity credibility

CelebrityProduct matches.

CelebrityTarget audience match

Celebrity's image and fan followings

Multiple endorsements

Characteristics..Trustworthiness: Zia Muhi-u-Din who is an icon of trust; promoting KASB Bank.Expertise: Waseem Akram for a sports brand.Attractiveness: Sonia Jahan, Vaneeza Ahmed, Mehreen Gillani, Shan, Mahira, Mahnoor ,Fawad etc.Respect: Social worker Abdus Sitar Edhi, Ibrar ul haq. Similarity: a child artist promoting a chocolate brand.The New Breeding Grounds For CelebrityIPL as exciting New breeding ground for both corporate as well as celebrity.

Franchisee owners.

Team endorsers.

Magnetism of celebrities in the recent general elections.

Coke Kahani

Coke StudioTarang FilmNescafe Basement

Celebrity Endorsing for Social Cause

Product Negative Image and Celebrity

Role of culture in celebrity endorsementPower distanceIndividualism-collectivismLong vs short term orientation

Risk Associated Negative PublicityOver shadowsOver exposureOver useFinancial Risk

Mobilink Calls off its deal

All the Glitter is not GoldThe Flip side of using celebrities

Tarnished Public Image

Company wars through Celebrity

Irresponsible Advertisement

Brand Switching

Impact Of Celebrity Endorsement On buying DecisionsKnown products and names are sold More or less every consumer has a brand preference and given the affordability and societal norms, each buyer would like to buy and consume one of the highly acceptable, recognizable, and reputed brands.Celebrities can add a new dimension or even lower the brand repute.IssuesPrice vs. ProfitMultiple Brand Endorsement vs. Multiple Celebrity Endorsement

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?

Models that Researcher have identifiedSource ModelCredible ModelThe Product MatchupThe Meaning Transfer Model

ConclusionThe use of celebrity endorsers in marketing enjoys high popularity, largely because they may exert a positive impact on brand image

Celebrity endorsement does not however begin and end with shooting and printing the photo of a beautiful model in a fashion magazine.Materialistic MindsetEvery one have different opinion regarding Celebrity endorsement but in my opinion I think celebrity endorsement is creating a materialistic mindset of consumer. They didnt really go for the product that celebrity is endorsing rather they go for her clothes ,accessories they want to fit in their friend circle by adopting celebrity like life style so in this way they connect in upper class.