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basic pointers as to why a endorsement is needed and how to shortlist. also some old indian endorsement ads
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Brand Endorsements
Why Brand Ambassadors?
- Instant awareness and recall
- Greater credibility
- Favourable evaluation of product
- Positive purchase intention
- Boost in the brand image and life cycle
A) Fit with Brand Image
B) TG match
C) Associated values
D) Product match
Compatibility test - ambassador
E) Risk- Conflicting image- Overshadow the brand- Multiple endorsements- Scandals
F) Physical attractiveness
G) Credibility
H) Prior Endorsements
I) Profession
J) Popularity
K) Availability and Cost
Some Old Indian Endorsement Examples
Thank You.
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