Celebrity Endorsement Kaploun A D 344 group

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Celebrity Endorsement Kaploun A. D. 344 group

WHAT IS CELEBRITY ENDORSEMENT? The use of celebrities in order to increase the sales and/ or the recall value of a brand is called celebrity endorsement Celebrity endorsement in advertisement and its impact on the overall brand is of great significance. Because of their fame, celebrities serve not only to create and maintain attention but also to achieve high recall rates for marketing communication.

Definition of a Celebrity «Celebrity endorser is an individual who is known by the public for his or her achievements in areas other than that of the product class endorsed. » © Friedman and Friedman Sport Figures Actors Models TV Personalities Celebrities Music Stars Businessmen

CELEBRITY ENDORSEMENTS: KEY TO MARKETING SUCCESS "When you get a celebrity to endorse your company or sign a licensing agreement, you benefit from customers' awareness of the property, [which] could include the perception of quality, educational value or a certain image. " © Patrick Bishop "Studies show that using celebrities can increase consumers' awareness of the ad, capture [their] attention and make ads more memorable" © Melissa St. James "High-profile endorsements from athletes and celebrities will set you apart from your competitors, and you can become a contender in the playing field —a celebrity spokesperson can work for companies of all sizes. " © Jonathan Gaines

Objectives of celebrity endorsement Establish the product need Create Brand Awareness Set customer expectations Create a purchase intention

The arguments for Celebrity Endorsement Establishment of Credibility Ensured Attention PR coverage Time saving Higher degree of recall Associative Benefit Psychographic Connect Demographic Connect Mass Appeal Providing testimony Rejuvenating a stagnant brand Celebrity endorsement can sometimes compensate for lack of innovative ideas

The arguments against Celebrity Endorsement The reputation of the celebrity may derogate after he/she has endorsed the product The vampire effect Inconsistency in the professional popularity of the celebrity Multi brand Celebrities endorsing Mismatch between endorsements by the one brand using the celebrity and the same celebrity would another (competitor) image of the brand lead to overexposure

Examples Josh Holloway (Davidoff Cool Water) 2007 -2010 Lady Gaga (MAC Viva Glam) 2011 Marai Sharapova, Tag Heuer 2010

Examples Kim Kardashian (Skechers) 2011 Audrey Tautou (Chanel No. 5) 2010

Thank you for your attention.

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