Even no one believe that on artificial product because we are natural. But its not the case most of the times. I think celebrate should advertise so that their fan can see them regularly in TV. For example sachin tendulkar who is role models for every upcoming cricketer, promotes boost an energy drink and people buy it as it is promoted or used the legend sachin. Celebrity Endorsement is used as an advertising strategy, by using celebrity status and image, to promote a brand’s recognition, recall and differentiation. I want to initiate on this topic. When we see Shahrukh Khan drinking Pepsi we think they the fit even after consuming Pepsi so the fat content in these articles may be a myth. Samsung is become very famous because of amir khan, idea because of abhishek and so many products which is known because of ambassador. So they should also try it. For example Yamaha uses brand ambassador john abrahim for promoting its product whereas bajaj do not use any brand ambassador for its promotion but still bajaj has high sales as compared to Yamaha. The most famous endorsements create an indelible connection between brands and their spokespeople. This investigations main purpose is to explore the influences that celebrity endorsements have on the consumers’ motivation to purchase, in particular focusing on sports celebrities. This can also become a problem if a celebrity is endorsing multiple products at the same time, as they might see the celebrity and associate it with another brand. a typical consumer); and, if present, do these positive effects vary by product category? But nowadays every product has it owns specific features, quality. We all know which product fabulous or worse. Apart from television stars, sportspersons are also among the brand ambassadors for various commercial products. But yes, thinking from an Advertising agency point of view, celebrity brand endorsement is a vital part as they use the celebrities for commercializing their product in a large scale so tat they can reach the customers rapidly. According to me, brand endorsement by celebraties should not be totally banned, instead there should be some limitations. It is just okay to use celebrities in endorsement because it is one way of publishing the products to be well known. The use of celebrity endorsements are a means of creating awareness of the brand advertised. ! - The publicity remains more effective when the name of the brand is associated with some celebrity. But yes, thinking from an Advertising agency point of view, celebrity brand endorsement is a vital part as they use the celebrities for commercializing their product in a large scale so tat they can reach the customers rapidly. Although they are the stars in their own disciplines, making them a part of commercials is not healthy. - More and more people come to look which products our celebrities are using and they go for it. According to a business point of view cerebrity attract more attention of custmer toward a product, It is a sure thing that when a product is endorsed by a celebrity it gets more popular and recognition. Nd we will become that which we want Nd needs to be. practice session, tournaments. But such creams are just useless. | Copyright | Terms of Use & Privacy Policy, Contact us: info.india- @ -bix@gma@il.com. To make the availability of these products to all people every company choosing advertising an important part of global marketing. Thank you all of you. © 2009 - 2020 by IndiaBIX™ Technologies. With the help of this strategy, the influencers are building up the image of the brand in the minds of their followers. Take the initiative to participate and contribute your thoughts. But as far as I am concerned that whenever any consumer want to buy any product. Among many other marketing tools, celebrity endorsements have become one of the most powerful and widely used means of communication between marketer and consumer. Good morning to you all. I think that the celebrities should endorse advertisements because of the following reasons: Celebrity endorsement is beneficial to some extent. Celebrity endorsement have become a widely recognised form of adverti… » Your comments will be displayed only after manual approval. Focusing more South Indian Celebrities, audience here is driven by their onscreen hero's. People wants to see full add only if ambassador is liked by them i.e., the reason because sachin, dhoni, sehwag, and other cricketers are hired by companies. Thus leading to inflation. It is just okay to use celebrities in endorsement because it is one way of publishing the products to be well known. Good afternoon friends, yes there is nothing wrong when the celebrity doing the advertisement. So, therefore, increases the sales. So, in a nutshell, the conclusion is that yes celebrity brand endorsement is an effective advertising. Many of them are endorsed by celebrities too. Within the scope of the study, first housing advertisements published from 2001 to 2016 have … Because of them many modals lose their oppourtunity. Nowadays every new product has its own specific feature. In my opinion brand endorsement as an actor of any product affects the profit of the business in a positive way as the young generation feels like what an actor is wearing in an ad he also wants to wear the same thing. Company will hire only those which is liked by public and they want to see them in ads. Celebrity Brand Endorsement: Effective Advertising. Celebrity brands and endorsements gone wrong ... for QuickTrim which she endorsed and praised as highly effective for weight loss. For e.g. If the product is not good then no one can spend the money into the product. They think that the stars use the same brand. Its not the duty of celebrity to know in and out of the product. Latest Post Office Interest Rates January -March 2021. Advertisement is for the segment which a company wants to capture so to use a suitable brand ambassador or ambassadress is also very important decision. Endorsements are expensive; This may seem obvious, but getting a celebrity endorsement typically requires shelling out a … So endorsement of products by celebrities is very effective. Which one is more important – Creativity or Knowledge? Will Indian economy grow faster with reduced Goods and Services Tax (GST)? So the brand endorsement using celebrities must be minimized. They should be allowed to go for advertisements in free tile only. Absolutely yes. The quality of the product must make the people to buy the product not the celebrity. Endorsement is a channel of brand communication in which a celebrity acts as the brand’s spokesperson and certifies the brand’s claim and position by extending his/her personality, popularity, status in society or expertise in the field to the brand. So I feel nothing is wrong to hire a celebrities like katrina, ashwria, sachin, sharukh etc to promote a product. Because we all need to be best quality Nd cheep products. Others simply involve the celebrity in the image of the brand, relying on the celebrity’s reputation rather than their outright endorsement to market a product. - Association of celebrity with a brand allows it to be more promotable. Companies want to have great and quick impact on the customers and in India the craze of celebrities are very high, people want to know about them, what they are doing which brand they are endorsing, even they are highly rated by our print and electronic media. Celebrities (actors, sports persons) undergo a respectful position in our society, they are very much well known to every person in our society, and the brands (companies) apply this sky touching worldwide popularity to advertise their commercial products, to launch a new product, and from this point of view nothing is wrong with it, but the 1st priority of actors, sport persons is their own discipline, which they have become so popular for. Assume, you one of the member of a real group discussion. This shows the lack of confidence of the company towards their product. Yes, definitely it is an effective method to draw people's trust in the brand. People now looks for the quality, design and worthwhile etc of the product and not its brand ambassador. 1. Despite the generally positive aspects of endorsement on the evaluation of products, in some cases, celebrities cannot substantially help promote products. This is because bajaj bikes has good design and quality as compared to Yamaha. Some people consider celebrities as role models and without having any idea of the product they will start using it. Big … This shows that more people loves to purchase bajaj bikes as compared to Yamaha. We should have own opinion. The study found better returns for the advertising brand when the endorser performs well in his or her sport. Sharukh khan is attached with Hindustan Unilever Promoting their products. Brand endorsement using celebrities must be minimized. The Most Effective Celebrity Endorsements For Super Bowl 2015; Hiring Movie Directors To Create TV Ads For Super Bowl 2017; Super Bowl Crowd Funding Brand Advertising Increases Brand Awareness; Celebrity endorsements are more effective than you may think! Introduction. Why you following any celebrity like actor, political. Celebrity brand endorsement is an effective advertising strategy but not to a greater extent because the capital raised for the marketing of these products increases the price of the product. I think celebrity Brand Endorsement is not a good one, all of them cause harm to people some or the other way. We should never be followed them. 3.2. A product if advertised by a celebrity has more effect on consumers than when it is advertised by a common person. Celebrity endorsement is a further extension of endorsement in which a celebrity, either film star or sportsman or social worker act as a spokesperson or brand … Religion should not be mixed with Politics. Apart from television stars, sportspersons are also among the brand ambassadors for various commercial products. The belief of getting high quality product. 39 Year Multimillionaire’s Tesla stock value is Rs.83 CRORE – What we can learn? Companies around the world have used athletes and celebrities to promote their brands since the late 1930s, when baseball legend Babe Ruth endorsed a soft drink brand called Red Rock Cola. Celebrities usually have a huge fan following. Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy which uses a celebrity's fame or social status to promote a product, brand or service, or to raise awareness about an issue. Well according to my views, that if we look in today's era the people still gets attracted towards all those promotions and advertises that is supported by our popularised and well known celebrities. Celebrity has the duty to endorse the product but ultimately it is upto the people to accept it. Is the Consumer really the King in India? All Rights Reserved. But it has negative effects like endorsing any invaluable product which causes havoc to the societies can be avoided. Instead of using celebrity they have to include the concept in their advertisement which must reach the people's mind. Yes that's true celebrity brand endorsements give effective advertisement, because of the most important reason that people follow their favourite celebrity they want to look, appear, feel and act the way their favourite celebrity does. Impact of celebrity endorsements on the consumer buying decision. According to me endorsing celebrities for advertising is not a good idea. Celebrity brand endorsement is effective because in India many people have celebrity as their role model. Measurement of variables. SIP in NPS – How to set using D-Remit deposit facility? Celebrity endorsement is an effective means of advertising since most of the people have their own favourite idols. This shows the lack of confidence of the company towards their product. More over primary motive of business is to earn profit and every business wants to give information or create awareness among customer with advertisement about there products. What is Positive Pay System for Cheque payment? And when we see Kareena Kapoor endorsing a fairness cream we think the secret of her beauty lies in that very cream only. Abstract. No doubt celebrities attract more audience towards an advertisement or a product. This deviates them from their careers sometimes leads to poor performance in their respective sports and also causes a sense of hatred among the sport lovers. In my point of view, brand endorsement as an actor of any product. The world has now changed we are living in the modern era where people do not uses or purchases the product only because it is endorsed by the celebrities. Instead of using celebrity they have to include the concept in their advertisement which must reach the people's mind. No, I Believe that brand should be held responsible not the celebrities because the brand is advertising the product in misleading way. As now these a few young generation feels like what an actor is wearing in an add they want to wear same thing as well someone thinks do so. As they have achieved so much for there hard work in there life they have every right to do so. They choosing best quality, features best price and cheep. A product if advertised by a celebrity has more effect on consumers than when it is advertised by a common person. They know human behavior so they do it. people start creating issues like they dont concentrate on acting since they are upto commercials more than acting and earn lumpsum. We should never be do, what they want and wear to us. Express your positive attitude towards providing the solution. actors, athletes), … ABSTRACT: Celebrity endorsement is a widely used tactic in marketing and a useful way of pushing a product in crowded markets, much research has been done on the selection and effect of celebrity endorsement. [1] This article seeks to answer two related questions: are celebrity endorsements more likely to be result in a higher evaluation of the product being advertised than use of an anonymous individual (e.g. Whereas celebrity endorsement attaches the fame of a celebrity to a brand or product or service. ... which yields an effective final response rate of about 89%. Celebrities in India a highly venerated and "fanified", so bringing them to ads creates a wrong perception of their acting ie. The products endorsed by a celebrity get more popular. When customers watch their favorite stars endorsing the brand. What they have done for us or our country. 2021 © All Rights Reserved | Privacy Policy. Good morning to you all. In a market with a very high proliferation of local, regional and international brands, celebrity endorsement was traditionally thought to provide a distinct differentiation. It will be beneficial for the business. It will never be affected. • Feel Cultural Sensitivity:To go global with a brand, endorsement strategy should make sure but still they should be allowed to do advertisement only after completing their all schedule e.g. Celebrity endorsement and marketing. So it helps company to increase their sales but costs the people. When a health drink is endorsed by a sportsman, people believe it more than when the same is advertised by a common man. Marketing makes a priority out of the consumer (Reynolds & Lancaster, ... A pre-test was initially conducted with ten notorious researchers in the fields of marketing, luxury brands, jewelry, and social media. Celebrity brand endorsement is an effective advertising strategy but not to a greater extent because the capital raised for the marketing of these products increases the … It is people who have to think whether they have to accept the product or not. Celebrity endorsements are basically an effective way to ensure a brand to get noticed. We investigated the effectiveness of such endorsements by meta-analyzing 46 studies published until April 2016 involving 10,357 participants. Celebrities frequently endorse products, brands, political candidates, or health campaigns. Brands will pay top dollar to sign celebrities with the expectation of a return on their investments. Celebrity Endorsement Introduction Celebrity branding is a type of branding or advertising, in which a celebrity becomes a brand ambassador and uses his or her status in society to promote a product, service or charity and sometimes also appear as a promotional model. Well according to my views, that if we look in today's era the people still gets attracted towards all those promotions and advertises that is supported by our popularised and well known celebrities. Unlike celebrities (e.g. The world has now changed we are living in the modern era where people do not uses or purchases the product only because it is endorsed by the celebrities. The endorsement is a type of communication in which one person speaks in the favor of brand or product. A product if advertised by a celebrity has more effect on consumers than when it is advertised by a common person. It is a sure thing that when a product is endorsed by a celebrity it gets more popular and recognition. In my point of view, celebrity brand endorse means not to obey their words or actions, it means to know about the product, if we like it we can buy it. According to a business point of view cerebrity attract more attention of custmer toward a product, It is a sure thing that when a product is endorsed by a celebrity it gets more popular and recognition. Marketwatchshows us that even a simple announcement from a brand signing a celebrity or athlete can cause the stock prices of the company t… Because of them many modals lose their oppourtunity. So to overcome a Heavy competition, the product is marketed using famous personalities. So it's the responsibility of the celebrities to their professional discipline to make their professional discipline of 1st priority. This regional and international organization is in place to maintain brand leadership through efficient and effective use of celebrity endorsement. Even though there is a lot of literature about celebrity endorsement, no research has been made up to now about how this method is used in the housing market. So celebrity endorsements work when they are done smartly. Advertisers all over pay a huge amount of money to book the most celebrated celebrities because they can read people's mind. And after all its up to you that which brand you would like to use or which suits you! For example Yamaha uses brand ambassador john abrahim for promoting its product whereas bajaj do not use any brand ambassador for its promotion but still bajaj has high sales as compared to Yamaha. Check out these blogs on celebrity endorsement deals for brands: This study identifies key factors that determine the effectiveness of the celebrity endorsements in advertisements. But these thing depends upon the popularity and the fame of any actor if his or her popularity good in the market, society and somebody following, like them then possitive affect will be there someone thinks do so. In my opinion, using celebrities for advertisement and brand endorsements in not appropriate. The use of celebrity endorsements is becoming increasing popular amongst organisations to aid in advertising their brand in order to gain a competitive advantage. This article aims to analyze the celebrity endorsement strategy used to communicate brand image messages in housing advertisements. But the people should be knowledgeable enough about the product before they buy. I want to initiate on this topic. Does Morality have an Essence in Corporate Life? This is Part 2. Applying multilevel meta-analysis, we analyzed celebrity endorsements in the context of for-profit and non-profit marketing. He is promoting the washing powder. The quality of the product must make the people to buy the product not the celebrity. Celebrity endorsement is a phenomenon widely used by companies and studied by researchers. Quite funny but it is not only the case in India where a much sizeable amount of customers lack practicality but this method has been resorted to by developed countries like America, UK, France and much more. The celebrities are just acting in the advertisement too. Companies spend millions on celebrity endorsements. It also related to status symbol of a person because if a person buy a product which endorse by a top cerebrity get more admire in society than other product purchasing. Hi friends, celebrity brand endorsement should be avoided. This is because bajaj bikes has good design and quality as compared to Yamaha. it's nice when the celebrity is relevant to the product endorsed, so you start to think about beauty aids and movie stars, athletes and sports equipment/shoes, etc., and other such applications. Take Michael Jordan —it’s not hard to think about the various companies he endorsed over his legendary career (and well into retirement, too). Print, television, radio, film and various forms of new media have all been effective outlets for celebrity endorsed products. Influencers engage with their subscribers on a daily basis. Thus, celebrity endorsements can be used for social awareness schemes as it can spread among our community by providing harmonious life. A celebrity talking about an ad will attract more eye balls than a common person talking about a product. Does Morality have an Essence in Corporate Life? Celebrities should first know about the product is good or it causes any effects. But yes, thinking from an Advertising agency point of view, celebrity brand endorsement is a vital part as they use the celebrities for commercializing their product in a large scale so tat they can reach the customers rapidly. The business point of view brand endorsement increases the sales. Such ads sometimes misled the consumers and they get cheated. For E.g Salman khan is the most popular in the society. Celebrity marketing has been used across all mediums. The celebrity’s brand must match up with both the advertiser brand and the values of the market. According to (Mahoney, 2010), celebrity endorsements make a huge impact on consumer mindset through the aid of TV commercials. Celebrity is more important in marketing. Thus, celebrity endorsement should used to the minimum. The audience buy into the idea that these celebrities themselves use the brand and they are at the height of their success because of the brands. So this is misleading. Celebrity endorsements are effective in getting attention and associating a brand with a certain personality. We are believed to be natural Nd believe in that. The best celebrity endorsers can even become synonymous with multiple brands. So they would like to follow their role model and it also helps to increase the sales of the product. Nowadays, a particular product comes in various brands. Calvin Klein ft. Justin Bieber. If the endorsement comes from an athlete, then it is also important that they win! This shows that more people loves to purchase bajaj bikes as compared to Yamaha.