Some Questions related to Celeb Endorsements

sunandaC

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Dissatisfaction with product quality/performance:

You cannot sell an “ordinary” product just by making a celebrity endorse it. In fact, if anything, the product will fail faster because the presence of the celebrity will create a buzz and increase interest about that Product and on usage more people will know about the “ordinariness” of the product.

Unfortunately using a celebrity seems to be the easy way out of a parity product situation.” Sachin Tendulkar’s endorsement of Fiat Palio was quite a success initially. But as word about the poor fuel efficiency of Palio spread, its sales took a beating.

In this case, Sachin’s presence could’ve worked wonders but for the poor performance of the car in a market that is highly performance conscious.

Confusion/ Scepticism

The use of celebrities can be confusing. Some viewers forget brand that a celebrity is approving. Others are so spellbound by the personality of the celebrity that they completely fail to notice the product/brand being advertised.

The brand is overshadowed in the overwhelming presence of the star. In some cases, a celebrity can give rise to scepticism because it might be a bit too much for the masses to believe that the celebrities who are rich and can afford the best in the world are actually using a mass product being advertised on television.

On the contrary, people might speculate about such things as “how much did the brand pay to rope him/ her in as the brand ambassador?”

Celebrities endorsing one brand and using another (competitor):


Sainsbury’s encountered a problem with Catheina Zeta Jones, whom the company used for it receipe advertisement, when she was caught shopping in Tesco.

A similar case happened with Britney Spears who endorsed one cola brand and was repeatedly caught drinking another brand of cola on tape.

Inconsistency in the professional popularity of the celebrity:


The celebrity may lose his or her popularity due to some lapse in professional performances. For example, when Tendulkar went through a prolonged lean patch recently, the inevitable question that cropped up in corporate circles-is he actually worth it.

Multi brand endorsement by the same celebrity would lead to overexposure:


The novelty of a celebrity endorsement gets diluted if he does too many advertisements.

This may be termed as commoditization of celebrities, who are willing to endorse its logo emblazoned on his bat. But now Tendulkar endorses a Boost brand and the novelty of the Tendulkar-Sunfeast Campaign has scaled down
 
Dissatisfaction with product quality/performance:

You cannot sell an “ordinary” product just by making a celebrity endorse it. In fact, if anything, the product will fail faster because the presence of the celebrity will create a buzz and increase interest about that Product and on usage more people will know about the “ordinariness” of the product.

Unfortunately using a celebrity seems to be the easy way out of a parity product situation.” Sachin Tendulkar’s endorsement of Fiat Palio was quite a success initially. But as word about the poor fuel efficiency of Palio spread, its sales took a beating.

In this case, Sachin’s presence could’ve worked wonders but for the poor performance of the car in a market that is highly performance conscious.

Confusion/ Scepticism

The use of celebrities can be confusing. Some viewers forget brand that a celebrity is approving. Others are so spellbound by the personality of the celebrity that they completely fail to notice the product/brand being advertised.

The brand is overshadowed in the overwhelming presence of the star. In some cases, a celebrity can give rise to scepticism because it might be a bit too much for the masses to believe that the celebrities who are rich and can afford the best in the world are actually using a mass product being advertised on television.

On the contrary, people might speculate about such things as “how much did the brand pay to rope him/ her in as the brand ambassador?”

Celebrities endorsing one brand and using another (competitor):


Sainsbury’s encountered a problem with Catheina Zeta Jones, whom the company used for it receipe advertisement, when she was caught shopping in Tesco.

A similar case happened with Britney Spears who endorsed one cola brand and was repeatedly caught drinking another brand of cola on tape.

Inconsistency in the professional popularity of the celebrity:


The celebrity may lose his or her popularity due to some lapse in professional performances. For example, when Tendulkar went through a prolonged lean patch recently, the inevitable question that cropped up in corporate circles-is he actually worth it.

Multi brand endorsement by the same celebrity would lead to overexposure:


The novelty of a celebrity endorsement gets diluted if he does too many advertisements.

This may be termed as commoditization of celebrities, who are willing to endorse its logo emblazoned on his bat. But now Tendulkar endorses a Boost brand and the novelty of the Tendulkar-Sunfeast Campaign has scaled down

Hey friend, its nice to see that you are providing such a nice information on Celeb Endorsements. Well, i have also got a document and willing to upload here. So please download my presentation and check it, i hope you and other people would like it.
 

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