Celebrity Endorsement
ENDORSEMENTS: A CRUSIAL AND CONTROVERSIAL PART IN ADVERTISEMENTS
When you go for shopping in a supermarket and you come across many brands of various products. When you see a brand, it immediately reminds you of the celebrity who has endorsed or promoted the brand. For instance, Lux may remind you of Shahrukh Khan, Ashwariya Rai or even Katrina Kaif. The image of the celebrity in the ad leaves a lasting impression on your mind which motivates you to buy the product. Endorsements, by famous celebrities, whose personality matches that of the product help to create certain impressions of that brand on consumers. For eg. Bipasha Basu has an image of fitness freak and hence endorses Sugar Free Natura.
Endorsements play an important role in making the advertisement successful. Endorsements of celebrity with great persona attracts customer to buy that product. India is a nation where people easily believe what their favorite celebrities say. And when it comes to celebrities like Amitabh Bachchan and Rajnikant, who people idolize and have a great respect for, any endorsement by them will highly influence consumers and their buying behavior. Even Sachin Tendulkar and Shahrukh Khan have a great fan following. Sachin being a famous sports personality do attract kids and youngsters who are sports enthusiast. Hence being a sports celebrity, an energy drink, Boost is endorsed by Sachin Tendulkar and even another famous cricketer Kapil Dev. Similarly Pepsi and Lays have gain popularity with advertisements showing so many celebrities both from Bollywood and Cricket which are M. S. Dhoni and Saif Ali Khan, etc. Multiple celebrity endorsement aims at targeting different group of people. Endorsement by famous personalities results in customer retention and brand recall. Endorsements help boost sales like post Amitabh Bachchan Parker recorded a 30% increase in sales.
Endorsement not only helps increase sales but also helps in changing the perception of consumers. For example,
When you go for shopping in a supermarket and you come across many brands of various products. When you see a brand, it immediately reminds you of the celebrity who has endorsed or promoted the brand. For instance, Lux may remind you of Shahrukh Khan, Ashwariya Rai or even Katrina Kaif. The image of the celebrity in the ad leaves a lasting impression on your mind which motivates you to buy the product. Endorsements, by famous celebrities, whose personality matches that of the product help to create certain impressions of that brand on consumers. For eg. Bipasha Basu has an image of fitness freak and hence endorses Sugar Free Natura.
Endorsements play an important role in making the advertisement successful. Endorsements of celebrity with great persona attracts customer to buy that product. India is a nation where people easily believe what their favorite celebrities say. And when it comes to celebrities like Amitabh Bachchan and Rajnikant, who people idolize and have a great respect for, any endorsement by them will highly influence consumers and their buying behavior. Even Sachin Tendulkar and Shahrukh Khan have a great fan following. Sachin being a famous sports personality do attract kids and youngsters who are sports enthusiast. Hence being a sports celebrity, an energy drink, Boost is endorsed by Sachin Tendulkar and even another famous cricketer Kapil Dev. Similarly Pepsi and Lays have gain popularity with advertisements showing so many celebrities both from Bollywood and Cricket which are M. S. Dhoni and Saif Ali Khan, etc. Multiple celebrity endorsement aims at targeting different group of people. Endorsement by famous personalities results in customer retention and brand recall. Endorsements help boost sales like post Amitabh Bachchan Parker recorded a 30% increase in sales.
Endorsement not only helps increase sales but also helps in changing the perception of consumers. For example,
References: Note: The article is strictly original only some diagrams and statistical data is taken from some sources for which links are mentioned below. 1. http://www.afaqs.com/news/company_briefs/index.html?id=229_Frito-Lay+announces+Saif+and+Kaif+as+Brand+Ambassadors 2. http://books.google.co.in/books?id=fBgxzpCoNbsC&pg=PA220&lpg=PA220&dq=endorsement+of+boost+by+sachin+increases+sales&source=bl&ots=jEAUwTIvlB&sig=LM03-lu2jnRVpi3PYHNdfCMbUBM&hl=en&sa=X&ei=fjyZUIyIMomnrAfDi4C4BA&sqi=2&ved=0CD8Q6AEwBQ#v=onepage&q=endorsement%20of%20boost%20by%20sachin%20increases%20sales&f=false 3. edissertations.nottingham.ac.uk/2069/1/08MAlixrs13.pdf