Monday 22 January 2007

SELLEBRITY BRANDING-does it work ? !

kkr

People are bombarded with innumerable messages every day. news papers, tv commercials,hoardings,fm radio and ofcourse the internet not forgetting the mobile marketing. we are immersed in an information clutter.Under the pretext of differentiation and to grab the attention of the consumers suddenly loads of celebrities are rolled to endorse not just brands,but also political parties and non profit organisations. Do the celebrities really SELL ???

Posted by KKR INSIGHTS at 09:50

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4 comments:

karthick said...

Celebrities are used in marketing communication by marketers to lend personality to their products. With the visual media becoming more popular with the middle class, the use of celebrities in the TV media has increased. Celebrities create headlines. What they endorse sell like hot cakes. It is not surprising why companies are increasingly using celebrities. Indians always loved their heroes and heroines. The public believes that they posses certain special qualities. These qualities are believed to be transferred to the product they endorse. People like ads more if they like the endorsers in the ads. That helps in creating positive feeling for the product endorsed by the endorser. Since celebrities are famous they are able to attract attention and retain attention by their mere presence in the advertisements. Whatever that I have learnt little about advertisement in my business class it said an ad is measured by the retention ability of the viewer hence that would me an ad is successful provided one remembers the ad. In that case an endorser who happens to be a celebrity would help in remembering the product. Leaving the last line the ads below are remembered more for the celebrity than for the product…..SharukKhan for Santro Zing, Sachin For boost, Priety Zinta for Cadbury, Amirkhan for Coke. If the celebrity appeal to the target audience – celebrity sell. They do have pitfalls, though one has to exercise caution and act intelligently to succeed and benefit.

22 January 2007 at 11:56
NotoriouslySerious said...

Celebrity Branding in the light of yday's Indian-Bang match. With the anger and disppointement of the nation(india) with the team's performance @ Trinidad, it looks like people will soon REFUSE to touch products endorsed by cricketers.. which run into dozens, thanks to all the hype that surrounds the game. IF CRICKETERS CAN'T CRICKET, THEN CRCKETERS DONT SELL.

So much for the cricketers. In general,with the kind of trash that celebrities are willing to endorse for money, their credibility is in question today. Please. Endorse only products u believe in.

What of relevance?! Sports stars doing jewellery ads ? Wake up! Endorse products that are at least remotely related to the image you project! John Ab, I think,is sensible in that sense. Choosing the right products.

So Sellebrities do sell,if used right and used well. Else, the consequences may be discouraging or even plain disastrous.

18 March 2007 at 02:36
Raj said...

This same question was asked my mr.kkr in one of our marketing classes and i said that stars can sell products
this is because when we want to buy a product and all other asspects like cost,design ,trend,looks ect are equal or atleast similar then one tends to pickup a product that his or her idol is or has endorsed.but other than this these stars do nothing but create a brand image and fill up their pockets

7 May 2007 at 22:45
KKR INSIGHTS said...

Happy to find Raj,Winered and Karthick to bring fresh insights about Celebrity Branding.In india advertisers offlate are using celebrities to get the attention of consumers.It is time advertisers com out with fresh ideas.

6 June 2007 at 20:02

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