Deepa Synopsi

8/12/2019 Deepa Synopsi

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RATIONALE OF THE STUDY

The modern world of marketing communication has become colorful and

inundated with advertisements, and it is hard to get noticed. It is an uphill

task for the designer of an advertising campaign to differentiate itself from

others and attract viewers attention.

Everyday consumers are exposed to thousands of voices and images in

magazines, newspapers, and on billboards, websites, radio and television.

Every brand attempts to steal at least a fraction of an unsuspecting persons

time to inform him or her of the amazing and different attributes of the

product at hand. The challenge of the marketer is to find a hook that will

hold the subects attention.In helping to achieve this, use of celebrity

endorsers is a widely used marcom strategy.

In this et age, people tend to ignore all commercials and advertisements

while flipping through the magazines and newspapers or viewing T!. "ut

even then, the glamour of a celebrity seldom goes unnoticed. Thus, celebrity

endorsement in advertisement and its impact on the overall brand is of great

significance. In this process, the companies hire celebrities from a particular

field to feature in its advertisement campaigns. The promotional features and

images of the product are matched with the celebrity image, which tends to

persuade a consumer to fix up his choice from a plethora of brands.

#lthough this sounds pretty simple, but the design of such campaigns and

the subse$uent success in achieving the desired result calls for an in%depthunderstanding of the product, the brand obective, choice of a celebrity,

associating the celebrity with the brand, and a framework for measuring the

effectiveness.

&ompanies invest large sums of money to align their brands and themselves

with endorsers. 'uch endorsers are seen as dynamic with both attractive and

likeable $ualities and companies plan that these $ualities are transferred to

products via marcom activities. (urthermore, because of their fame,

celebrities serve not only to create and maintain attention but also to achieve

high recall rates for marcom messages in todays highly cluttered

environments.

Aristotle said, )"eauty is a greater recommendation than any letter of

introduction.* This could aptly summarize why innumerable products are


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endorsed by celebrities, with or without a significant need or benefit from

the same.

'imilarly every product has an image. The consumer tries to consume a

brand which has the maximum fit with his+her own personality+image. The

celebrity endorser fits in between these two interactions, where he tries to

bring the image of the product closer to the expectation of the consumer, by

transferring some of the cultural meanings residing in his image to the

product.

)The model of &elebrity Endorsement*, is essentially based on the

theoretical framework of Classical Conditioninggiven by avlov.

-pfront, this seems like a very effective weapon in mature and saturated

markets, which differentiates products from those of the competitors byclearing the clutter and reaching the consumer. "ut is the impact so

significant, or are the celebrities themselves adding to the clutter

LITERATURE REVIEW

Successful branding programs are based on the concept of singularity.

The objective is to create in the mind of the prospect the perception that

there is no other product on the market quite like your product.


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- Al Ries La!ra Ries "#$$%&

Indian advertising started with the hawkers who used to call out their wares

right from the days when cities and markets first began. /ith this evolved a

strategy that tried to benefit from the emotional attachment of the admirers

or the fans of the celebrities0 in the form of celebrity endorsement.

aper tries to understand the process of consumer psychology and impact of

celebrity endorsement on the overall process of brand building. The in%depth

study of various models brings to light the complexities pertaining to

celebrity endorsement. # symbiotic model has been proposed to define1 how

to make celebrity endorsement a win%win situation for both the brand and

the brand%endorser. '(rand)is the most valuable asset of any firm. #ny

thoughtless adventure can be like the 'word of 2amocles. Its the strong

idea of promotion which is a more strategic means of brand%building0which can be an economical alternative over celebrity endorsement.

It doesnt matter ho ne an idea is! hat matters is ho ne it

becomes.

- Elias Canetti "#$$*&

If youre trying to persuade people to do something" or buy something" it

seems to me you should use their language" the language in hich they

think.

- Da+id Ogil+, "*%#%&

This paper rifles through the concept of celebrity endorsement and provides

insights on what it is and how the increasing number of endorsements, throw

a valid $uestion to the consumers. Is there a science behind the choice of

these endorsers or is it ust by the popularity measurement /hat are the

reasons which lead to impact of celebrity endorsement on brands

Through research and analysis, this paper emerges with a 34%point modelwhich can be used as blue%print criteria and can be used by brand managers

for selecting celebrities, and capitalizes the celebrity resource through 567

degree brand communication since our research proposes it as the

foundation brick of the impact of celebrity endorsement. 8ur study reveals

that the impact of celebrity endorsement is proportional to the 34 factors

discussed in the model.


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The success of a brand through celebrity endorsement is a cumulative of the

34 attributes. 9reater the score of the below greater are the chances of

getting close to the desired impact.

The general belief among advertisers is that brand communication messages

delivered by celebrities and famous personalities generate a higher appeal,

attention and recall than those executed by non%celebrities. The $uick

message%reach and impact are all too essential in todays highly competitive

environment.

/e put forward certain ideas like :positioning by association, :diminishing

celebrity utility and the ;ultiplier Effect which show the triangular

relationship between the brand, the consumer and the celebrity.

.To study the challenges and impact in &elebrity Endorsement growth .

5.To assess the latest trend in celebrity endorsement globally, Indian and

local ?=ewa@ level.

4.To study the impact of growth of celebrity endorsement in small city like

=ewa.


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A.To analyse the latest global scenario of celebrity endorsement and its

impact on India and =ewa.

RESEARCH /ETHODOLO0Y

RESEARCH HY1OTHESIS1

# tentative insight into the natural world, a concept that is not yet verified

but that if true would explain certain facts or phenomena. The hypothesis to

be tested in this study is1

)There are sufficient opportunities for &elebrity Endorsement products in

=ewa.*

RESEARCH DESI0N1

2escriptive research design is used in this research. It includes survey andfact finding in$uiries of different kinds. The maor purpose of descriptive

research is description of the state of the affairs, as it exists at present.

DATA COLLECTION1

There are two sources through which data is collected.


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1ri2ar, Data1rimary data to be collected mainly through structured

$uestionnaire.

The $uestions will design in an easily understandable manner that the

respondents may not have any difficulty in answering them.

Secondar, Data1'econdary data to be obtained through websites, books,

and online magazines and ournals.

SA/1LIN0 DESI0N

a. roected 'ampling techni$ue 1 'imple =andom 'ampling

b. roected 'ample size 1 377

c. roected 'ampling area 1 =ewa

E31ECTED OUTCO/E OF THE STUDY

The increasing number of endorsements throws a valid $uestion to the

consumers. Is there a science behind the choice of these endorsers or is it

ust by the popularity measurement /hat are the reasons which lead to

impact of celebrity endorsement on brands

Through research and analysis, this paper develops a 34 point model, which

can be used as a blueprint criterion which can be used by brand managers for

selecting celebrities, and capitalizes the celebrity resource through 567

degree brand communication, since our research proposes it as the

foundation brick of the impact of celebrity endorsement. 8ur study reveals

that the impact of celebrity endorsement is proportional to the 34 factors

discussed in the model.

The success of a brand through celebrity endorsement is a cumulative of the

following 34 attributes.

Fit 4it5 t5e Ad+ertising Idea

Cele6rit,-Target A!dience /atc5

Cele6rit, Val!es


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Costs o7 Ac8!iring t5e Cele6rit,

Cele6rit, Regional A99eal Factors

Cele6rit,-1rod!ct /atc5

Cele6rit, Contro+ers, Ris:

Cele6rit, 1o9!larit,

Cele6rit, A+aila6ilit,

Cele6rit, 15,sical Attracti+eness

Cele6rit, Credi6ilit,

/!lti9le Endorse2ents

W5et5er Cele6rit, is a (rand User

CHA1TER 1LAN

C5a9ter -# Introd!ction

C5a9ter -* Literat!re re+ie4

C5a9ter ; O6 Researc5 2et5odolog,


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C5a9ter ? data anal,sis and Inter9retation

C5a9ter -@ Findings

C5a9ter- s!ggestions and reco22endations

C5a9ter -$ Li2itations

C5a9ter #%-Concl!sion

AnneB!re

REFERENCES

(i6liogra95, .

ositioning1 # battle for mind % Back Trout and #l =ies

Erdogan ?3CCC@, D&elebrity Endorsement1 # iterature

=eviewD,#ournal of $arketing %esearch, 3A, >C3%534

Findu "usiness ine, >775,Tellis, Effective #dvertising1

-nderstanding /hen, Fow, and /hy #dvertising works

;c&racken, 9rant ?3CGC@, D/ho is the &elebrity EndorserD#ournal of

&onsumer %esearch, 36 ?2ecember@, 537%5>3.


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We6sites.

www.thedayaftertomorrow.com

www.synovate.com H >775

www.indiantelevision.com

www.magindia.com

www.blonnet.com
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