Celebrity Brand Endorsement
Celebrity endorsements have been in usage from the very beginning of advertisements to attract customers and improve their sales. This has been a very efficient technique that was capable of bringing an overnight recognition to the product amongst public because of the endorsements of celebrities with stardom. Most of the Indian commercials dating back up to 40 years have been endorsing celebrities as an effective tool for awareness.
The percentage of Indian commercials with celebrities has increased to around 60% (Saxena 2008) and this number is still increasing mainly because, marketers believe that the celebrities are the most capable spokespersons to their brand. For this reason, they spend lump sum amounts of money annually for celebrity endorsement contracts in order to make a long lasting impression and relation between the brand and the celebrity. The brands have been known to be recognized more if a single celebrity has been endorsing the brand for a long period of time, which eventually increases the recalling effect of the star with the product. Celebrities are being widely preferred because of the acute attention and attraction they create for themselves and thereby the product. This increases the desire to try the product, whenever a favorite star endorses it.
Despite of widespread use of celebrities in the brand’s promotional campaigns, celebrities do fail to serve the actual purpose at times. Celebrity endorsements comes with shortcomings like multiple brand endorsements, personal crisis of the celebrity, celebrity vamping, bad tie-ins, celebrity traps, celebrity overshadowing etc. Fictional celebrities, which now being used by very few marketers, are capable of surpassing the drawbacks of living celebrities yet establishing a predominant recognition for themselves with time.
How does a company benefit from using fictional celebrities? a. Reduction of Expenses
Since most people prefer fictitious celebrities, it is proved to be an
The percentage of Indian commercials with celebrities has increased to around 60% (Saxena 2008) and this number is still increasing mainly because, marketers believe that the celebrities are the most capable spokespersons to their brand. For this reason, they spend lump sum amounts of money annually for celebrity endorsement contracts in order to make a long lasting impression and relation between the brand and the celebrity. The brands have been known to be recognized more if a single celebrity has been endorsing the brand for a long period of time, which eventually increases the recalling effect of the star with the product. Celebrities are being widely preferred because of the acute attention and attraction they create for themselves and thereby the product. This increases the desire to try the product, whenever a favorite star endorses it.
Despite of widespread use of celebrities in the brand’s promotional campaigns, celebrities do fail to serve the actual purpose at times. Celebrity endorsements comes with shortcomings like multiple brand endorsements, personal crisis of the celebrity, celebrity vamping, bad tie-ins, celebrity traps, celebrity overshadowing etc. Fictional celebrities, which now being used by very few marketers, are capable of surpassing the drawbacks of living celebrities yet establishing a predominant recognition for themselves with time.
How does a company benefit from using fictional celebrities? a. Reduction of Expenses
Since most people prefer fictitious celebrities, it is proved to be an