- CELEBRITY ADVERTISEMENT: KEY TO MARKETING SUCCESS
The use of celebrity endorsement strategy is nowadays more frequently used by marketers in order to increase their sales and thereby extend their market shares. Firms invest significant monies in exposing brands and organizations with endorser qualities such as attractiveness, likeability, credibility, Trustworthiness etc. This paper analyses the role of celebrities in promoting sales and Criteria of selecting celebrities in endorsement. Celebrity advertisement helps to increase market share. Using celebrities in advertisements provides many benefits like Facilitation of brand identification, changing or impressing the negative attitude towards the brand, repositioning an existing brand, global marketing and affecting purchase intention of consumers. Celebrity advertisement has a strong effect on consumersrsquo; memory and learning approach too. Most of the consumers are not in a purchase situation when they encounter with message of the brand. Marketers use celebrity endorsement in order to help better memory power in consumersrsquo;mind which they can easily remember in purchasing situations. There are certain parameters like celebrity product match up, credibility, attractiveness, target audience match up, cost consideration that hypothesize compatibility between the celebrity and the brand.
Introduction:
Advertising is a popular device employed in the modern marketing system. With the expansion of large scale production, the growth of competition amongst the producers to capture markets and the invention of substitutes for almost all kinds of products, effective advertisement has become more indispensable. In this age of intense competition most of the companies are trying to capture markets with the help of celebrities. Using celebrities in the process of advertisement will give an extra edge to the companies for holding the viewers attention. With the advent of celebrity endorsements, many industries have started believing that celebrities can build brands, as well as the Companies image. There is a myth that celebrity endorsement is used to give a brand advantage over the competitors. Celebrity endorsements pull in hundreds of Corerss every year, and are widely preferred by marketers to promote their product. So it is one of the powerful tools adopted by the companies to consolidate their brand in the crowded market place. Using celebrity in advertising causes to influence brand attitude and purchase intention of consumers in a positive way. There are many noted ads were celebrities are seen endorsing a brand such as Sachin Tendulkar in Pepsi, Amita Bachan in Dairy milk, Sharuk Khan in Fair and handsome and so on. There for more and more companies prefer the celebrities of different fields in Kerala like the cricketers, film stars, and other sports personalities. Celebrity advertisement is quite famous and effective in Kerala. Most of the products of many companies are being endorsed by the actors and Indian Cricketers for better sales targets. Celebrities are people who enjoy specific recognition by a large number of certain groups of people. They have some characteristic attributes like attractiveness, extra ordinary lifestyle or special skills that are not commonly observed.
Review of literature:
B. Zafer Erdogan (1999) identified factors from the academic literature which may have managerial importance for selecting celebrity endorsers. According to him effectiveness of celebrity endorsement is related to several factors like attractiveness, credibility, product celebrity match, message and product type level of involvement, number of endorsement by celebrities, target receiver characteristics etc is attached to celebrities. Besides these factors economic visibility of endorsers, regulative issues, compatibility with overall marketing strategy and potential risk must be simultaneously also considered. Celebrity endorsement strategy can be an effective competitive weapon in mature and satured markets in order to differentiate products from competitors since there is a heavy advertising clutter.
Tanu Sree Bhowmick (2012) opined that celebrity advertisement provides an alternative to creative advertisement. Celebrity advertisement mainly focus on the strength of the celebrity and more often , it is mainly tends make the celebrity speak directly to the public. They also points out that the marketer also has to take care about the reputation of the endorser and should prefer to stay with a celebrity which has a stable image and not that the image of the celebrity changes every few weeks. According to them a careful analysis of the market situation indicates that celebrity endorsement strategies can justify the high cost incurred in advertising if used in the right circumstances.
According to Sri and Sudhakar (2003) use of celebrities in advertisement brings faster awareness, interest in the advertisements, and knowledge towards the product. The study also identified the TV watching habits of the consumers and their awareness on celebrity advertisements. All the respondents participated in the study have awareness on the celebrity endorsed advertisements. The author pointed that celebrity endorsement is essential for products such as soft drinks, cars and suiting. The advertisement s of the products used national celebrities and they were successful in creating interest in the customers.
Maneesh and Praneeth (2009) studied the effectiveness of celebrity endorsement in brand recalling. The study identified the influence of celebrity endorsements in brand recalling purchasing product. It was determined that celebrity advertisement is an effective tool in advertisement and it positively affects the brand recall. It does not affect decision making and it helps only in brand recalling. The study also suggested that inappr
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The use of celebrity endorsement strategy is nowadays more frequently used by marketers in order to increase their sales and thereby extend their market shares. Firms invest significant monies in exposing brands and organizations with endorser qualities such as attractiveness, likeability, credibility, Trustworthiness etc. This paper analyses the role of celebrities in promoting sales and Criteria of selecting celebrities in endorsement. Celebrity advertisement helps to increase market share. Using celebrities in advertisements provides many benefits like Facilitation of brand identification, changing or impressing the negative attitude towards the brand, repositioning an existing brand, global marketing and affecting purchase intention of consumers. Celebrity advertisement has a strong effect on consumersrsquo; memory and learning approach too. Most of the consumers are not in a purchase situation when they encounter with message of the brand. Marketers use celebrity endorsement in order to help better memory power in consumersrsquo;mind which they can easily remember in purchasing situations. There are certain parameters like celebrity product match up, credibility, attractiveness, target audience match up, cost consideration that hypothesize compatibility between the celebrity and the brand.
如今，为了增加市场份额，营销人员更频繁地使用名人代言策略。公司对品牌和组织的投资具有吸引力、亲和力、可信性、可信度等特点，对品牌和组织进行了重大的投资。本文分析了名人在促销活动中所扮演的角色，以及在代言中选择名人的标准。名人广告有助于增加市场份额。在广告中使用名人提供了许多好处，比如对品牌的识别、改变或影响品牌的消极态度、重新定位现有品牌、全球营销以及影响消费者的购买意愿。名人广告对消费者的记忆力和学习方式也有很大的影响。当他们遇到品牌的信息时，大多数的消费者都不处于购买状态。营销人员利用名人代言来帮助消费者更好的记忆能力，这是他们在购买时很容易记住的。有一些像明星产品匹配、可信度、吸引力、目标受众匹配、成本考虑等因素假设名人和品牌之间的兼容性。
Introduction:
Advertising is a popular device employed in the modern marketing system. With the expansion of large scale production, the growth of competition amongst the producers to capture markets and the invention of substitutes for almost all kinds of products, effective advertisement has become more indispensable. In this age of intense competition most of the companies are trying to capture markets with the help of celebrities. Using celebrities in the process of advertisement will give an extra edge to the companies for holding the viewers attention. With the advent of celebrity endorsements, many industries have started believing that celebrities can build brands, as well as the Companies image. There is a myth that celebrity endorsement is used to give a brand advantage over the competitors. Celebrity endorsements pull in hundreds of Corerss every year, and are widely preferred by marketers to promote their product. So it is one of the powerful tools adopted by the companies to consolidate their brand in the crowded market place. Using celebrity in advertising causes to influence brand attitude and purchase intention of consumers in a positive way. There are many noted ads were celebrities are seen endorsing a brand such as Sachin Tendulkar in Pepsi, Amita Bachan in Dairy milk, Sharuk Khan in Fair and handsome and so on. There for more and more companies prefer the celebrities of different fields in Kerala like the cricketers, film stars, and other sports personalities. Celebrity advertisement is quite famous and effective in Kerala. Most of the products of many companies are being endorsed by the actors and Indian Cricketers for better sales targets. Celebrities are people who enjoy specific recognition by a large number of certain groups of people. They have some characteristic attributes like attractiveness, extra ordinary lifestyle or special skills that are not commonly observed.
简介:
广告是现代营销系统中常用的一种手段。随着生产的扩大，生产商之间竞争的增长，以及几乎所有产品的替代品的发明，有效的广告已经变得更加不可或缺。在这个竞争激烈的时代，大多数公司都试图在名人的帮助下占领市场。在广告过程中使用名人会给公司带来额外的优势来吸引观众的注意力。随着名人代言的出现，许多行业开始相信名人可以建立品牌，也可以塑造公司形象。有一种传言说，名人代言被用来给竞争对手一个品牌优势。名人代言每年吸引数百名Corerss，并且被市场营销人员广泛推荐，推广他们的产品。因此，这是公司在拥挤的市场上整合品牌的有力工具之一。利用名人在广告中的作用，以积极的方式影响消费者的品牌态度和购买意愿。有很多著名的广告都是名人代言的品牌，比如百事可乐的萨钦·特杜尔卡，牛奶中的Amita Bachan,Fair和帅气的Sharuk Khan等等。在那里，越来越多的公司喜欢不同领域的名人，比如板球运动员、电影明星和其他体育明星。名人广告在印度非常有效。许多公司的大部分产品都得到了演员和印度板球运动员的认可，以获得更好的销售目标。名人都是一些特定群体的特定群体。他们有一些特征属性，比如吸引力，额外的生活方式或者特殊技能，这些都不是常见的。
Review of literature:
B. Zafer Erdogan (1999) identified factors from the academic literature which may have managerial importance for selecting celebrity endorsers. According to him effectiveness of celebrity endorsement is related to several factors like attractiveness, credibility, product celebrity match, message and product type level of involvement, number of endorsement by celebrities, target receiver characteristics etc is attached to celebrities. Besides these factors economic visibility of endorsers, regulative issues, compatibility with overall marketing strategy and potential risk must be simultaneously also considered. Celebrity endorsement strategy can be an effective competitive weapon in mature and satured markets in order to differentiate products from competitors since there is a heavy advertising clutter.
文献综述:
Zafer Erdogan(1999)指出了学术文献中的一些因素，这些因素可能对选择名人代言人具重要的指导意义。选择名人代言广告要考虑到知名度，名人代言的吸引力、可信度、产品知名度、信息和产品类型的参与程度、名人代言的数量、目标接收器的特征等因素。除了这些因素外，对代言人的经济知名度、监管问题、与整体营销策略的兼容性以及潜在风险必须同时考虑。名人代言策略可以成为成熟和受影响市场的有效竞争武器，以区别竞争对手的产品。
Tanu Sree Bhowmick (2012) opined that celebrity advertisement provides an alternative to creative advertisement. Celebrity advertisement mainly focus on the strength of the celebrity and more often , it is mainly tends make the celebrity speak directly to the public. They also points out that the marketer also has to take care about the reputation of the endorser and should prefer to stay with a celebrity which has a stable image and not that the image of the celebrity changes every few weeks. According to them a careful analysis of the market situation indicates that celebrity endorsement strategies can justify the high cost incurred in advertising if used in the right circumstances.
Tanu Sree Bhowmick(2012)认为名人广告可以替代创意广告。名人广告主要关注名人的力量，更多时候，主
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