Impact of Celebrity Endorsement with Non-Celebrity Endorsement

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| | |SUMMER PROJECT | |5th semester | |ANALYZE THE IMPACT OF CELEBRITY ENDORSEMENT WITH NON-CELEBRITY ENDORSEMENT | |ANALYSE THE IMPACT OF USING A CELEBRITY TO ENDORSE A PRODUCT VIZ A COMMON PERSON ENDORSING THE SAME PRODUCT. CHOOSE BRANDS FROM THE| |SAME CATEGORY AND CONDUCT A COMPARATIVE ANALYSIS | | | | | | |

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NAME: ZAREEF SHAKEEL AHMED
ENROLMENT NO: A7504707041
COURSE: BJMC 5TH SEMESTER (20007-2010)

Introduction:

In today's highly competitive markets, big brands are at fight when it comes to products, each having a similar product to that of a rival. Where does one brand gain that perfect advantage - advertising, service, promise of trust, or even the all important price factors? Advertising seems to be the best platform where brands prefer to compete on - right from hiring the best advertising agencies to getting the biggest celebrities. What would be the formula to success then? Well, a good creative agency, a large enough promotional budget and a huge star to endorse your brand would definitely ensure in the minds of a brand management team a feeling of security, success and a triumph over the competitors brand. 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 quick message-reach and impact are all too essential in today's highly competitive environment. But celebrity endorsement has not always helped in promoting the product but it has been developed considerably over the years. It is very expensive to endorse a celebrity for a product but in the long run it has helped in increasing the sales of the product. Celebrities are also interested in endorsing themselves in the product as they get compensation for it and their image is been developed considerably. The most important thing to remember is that putting a celebrity in an ad is not an idea in itself. Unfortunately, this is how most celebrities are being used in Indian advertising, where they just become a prop. Ideally, there should be an idea that makes the celebrity relevant to the product and the consumer. A celebrity's presence in the ad should be contextual. Therefore this shows that using a celebrity endorsement cannot guarantee fool-proof success and important marketing strategies has to be implemented before using them. So it is important that we analyze the impact of celebrity endorsing a product with a non-celebrity endorsing the same product. And must ask , do any stakeholders in a company (employees, contractors, customers, shareholders, communities the company supports with jobs) benefit from a celebrity endorsement? Does anyone buy a product because a Bollywood or TV actor/actress stands up and reads a script in somewhat convincing manner? Are their distinctions in how consumers perceive these types of endorsements and respond to them? What happens when a celebrity...
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