CELEBRITY

ADVERTISING
Presented By:
Mugdha
Chhavi
Bharat
Vaishali
 Who is a celebrity?

A person who is well known and gets a lot of public

attention, or attention from other people. A person who the
public knows like-
• Actors (eg: Shahrukh Khan) • Sports figure (eg: Virat Kohli,
• Models Sachin Tendulkar)
• Entertainer • Businessman(Dhirubhai
• Pop star (Atif Aslam) Ambani)
• Politicians
• Fictional Celebrities (Amul
Girl, Ronald McDonald)
What is
Celebrity
Advertising?
• Celebrity advertising is a
marketing strategy
involving the use of
celebrities to advertise
for a brand with an
objective to increase the
product sales or
increasing brand
awareness by leveraging
the popularity or fame of
the celebrity.
 How a firm employs a celebrity?
• Testimonial –Celebrity as a spokesperson for
brand
• Imported – Celebrity performs a role known to
the audience
• Invented- Celebrity performs a new &
original role
• Observer – Celebrity assumes the role by
commenting on the brand.
• Harnessed – Celebrity’s image is integrated with
the ad’s storyline.
TESTIMONIAL

INVENTED

IMPORTED

HARNESSED
 Need for Celebrity
Advertisement

People like to see People like to be

They open up
familiar face on a like the
new demographic
product celebrities

The belief of People

getting high remembers the
quality product ads after seeing it
 Increase
Sale

To Coordinate
Establish
across diverse
Company /New
sets of
Business
customers
Need for
Celebrity
Advertisement

Easy
Grab
Attention
Recall
Value
 Stages

Defining celebrity
programmed for
Celebrity brand support.
and brand
story.
Defining
desired
brand image
attributes.
Vidya Balan endorsing “CATCH SPICES” with tag line “Catch
ka koi Match nahi” that’s portraying the image of
housewife’s choice in the mind of customers.
 BASIC STRATEGIES IN CELEBRITY
ADVERTISMENT

• To steal minimum fraction of the time.

• Consumers are exposed to thousands of

voices and image.

• To find a hook.
 • LEONARDO MESSI
advertising for TATA
TIAGO, the ad shown
is only of 10 seconds.

IPhone establishing its

product way before from
its launch to gather
customer attention.
 Impact of endorsement
 Celebrities have credibility on expertise that
makes the product more desirable or
enhances perceptions of quality

• Celebrity endorsements enhance brain recall

• Subject tend to like the product more when

it was endorsed by the famous athlete than
by an average citizen
Advantages
• It helps advertisement to stand out
from clutter
• Building brand awareness
• Connect emotionally and quickly
• Means of Brand differentiation
 Disadvantages
• Change in celebrity’s image easily affects the
brand image
• Celebrity overshadows the brand
• Multiple endorsement
 Conclusion
• Celebrity Advertisement is more typical for
nationally marketed products then for local or
niche market products because celebrity is
recognized globally and it is a low cost way to
achieve cross group coordination

• Before selecting any celebrity, the marketer

has to decide how far the benefits outweigh
the risk associated.
“It is easy for any brand to get
a celebrity for endorsement.
But getting a celebrity
consistent with the right
brand , to the right degree , at
the right time, for the right
purpose, and in the right
way…… that is not easy.”