AdvertisingManagement

Center for Management Studies

Bangalore

16 January 2008

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2

Session Take Aways

> Recap of Session 3

> What is Celebrity Endorsement all about?

> In what ways is Celebrity Endorsement good for a Brand?

> How could it negatively affect the Brand?

> Which Celebrity could be the best for your Brand?

> Brand SRK versus Brand Aamir!

> Exercise

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Celebrity Endorsement

Celebrity Endorsement involves the usage of a appealing Celebrity I.e a popular figure in a

field / genre of work in brand communication to assist in creating positive inclination of the

TG towards the brand.

Top Celebrities by Genre

> Bollywood - Amitabh, Shahrukh, Hrithik, Abhishek, Rani, Preity

> Cricket & Sports - Dhoni, Sachin, Ganguly, Sania, Vishwanath Anand, Narayan K, Baichung

> Music - Rehman, Zakir Hussain, Abhijeet

> TV Stars - Shweta, Hussain, Mona Singh, Raju Srivastav

Celebrity Management Agency is the interfacing entity of the client with the celebrity. For all contractual terms, schedules of shoots, formalities & modalities etc Celebrity Managers act as intermediaries

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Pros of using Celebrities - 6 Quicks

> Quick Salience for the Brand, cuts through the clutter and ads get ‘noticed’

> Quick Connect to Target Audience, viewer moves from hearing to ‘listening’

> Quick Shorthand, no need to elaborate, just the face and the name brings in trustworthiness to the Brand, easy fit into marketing strategy

> Quick Differentiation, defines brand positioning versus competition, similar strategy by competition

> Quick PR, gives corporate mileage and brand limelight by various means

> Quick Rejuvenation, gives brand a new face, a new life

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Why not Celebrities?

> Clutter - Overdose of Celebrity can result in lesser impact to Brand

> Negative Imagery in case of Non-Performance of Celebrity can rub off to the Brand

> Viability may not be there for a smaller Brand from budgeting perspective

> Shoots are Time Consuming and may not meet tactical objectives of Brand

> Contractual Obligations & Idiosyncracies associated with Celebrities could be detterents for the Brand Communication

> Overpowering - Celebrities could overshadow the Brand and create higher recall for themselves versus the brand they endorse!

> Believability coming down as consumers get more intelligent

Celebrities are great eye-catchers but the deliverability & communication idea would always remain the soul of the brand

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Selecting the Celebrity

> Determine the 10 attributes of your brand which the TG recognises distinctly

> Identify amongst these 5 attributes that are the essence of the brand which you would like to re-inforce in communication

> Shortlist Celebrities having traits or behavioral characteritics gelling with the above 5 attributes

> Preferably, delist Cluttered Celebrities - I.e those endorsing a basket of brands

> Delist Competition Celebrities and Celebrities with recent Negative Imagery

> Decide amongst the Top 3 Selected Celebrities basis cost factor, contractual obligations and future recall value

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Brand SRK versus Aamir

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Exercise

Select a suitable Celebrity for endorsing following product categories matching the fit basis key benefit.

GROUP 1. Tupperware Kitchenware

GROUP 2. Pocket Mp4 Player

GROUP 3. Home Paints

GROUP 4. Packaging Machines for Industry

GROUP 5. Duracell Batteries