Where creative ads are more prone towards logic or humour, celebrity endorsements mainly focus on the strengths of the celebrity and more often, it mainly tends to make the celebrity speak directly to the public “I use this brand, do you” and in essence the celebrity is speaking to his loyalists – “I am using this brand and so should you”. So I feel nothing is wrong to hire a celebrities like katrina, ashwria, sachin, sharukh etc to promote a product. I think celebrity Brand Endorsement is not a good one, all of them cause harm to people some or the other way. Apart from television stars, sportspersons are also among the brand ambassadors for various commercial products. 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. Brand endorsement using celebrities must be minimized. 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. 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. but still they should be allowed to do advertisement only after completing their all schedule e.g. Although they are the stars in their own disciplines, making them a part of commercials is not healthy. The use of celebrity endorsements are a means of creating awareness of the brand advertised. Celebrities should first know about the product is good or it causes any effects. Is the Consumer really the King in India? 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. But the people should be knowledgeable enough about the product before they buy. According to me, brand endorsement by celebraties should not be totally banned, instead there should be some limitations. So it's the responsibility of the celebrities to their professional discipline to make their professional discipline of 1st priority. A product if advertised by a celebrity has more effect on consumers than when it is advertised by a common person. 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. 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. 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. It is people who have to think whether they have to accept the product or not. We should never be do, what they want and wear to us. It is just okay to use celebrities in endorsement because it is one way of publishing the products to be well known. We all know which product fabulous or worse. They would like to follow their idols so this strategy is employed by the brand managers to promote their product. Measurement of variables. No doubt celebrities attract more audience towards an advertisement or a product. The quality of the product must make the people to buy the product not the celebrity. But it has negative effects like endorsing any invaluable product which causes havoc to the societies can be avoided. Because of them many modals lose their oppourtunity. They should be allowed to go for advertisements in free tile only. For e.g. He is promoting the washing powder. people start creating issues like they dont concentrate on acting since they are upto commercials more than acting and earn lumpsum. 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. I think brand endorsement as an actor of any product. This is because bajaj bikes has good design and quality as compared to Yamaha. 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. - Association of celebrity with a brand allows it to be more promotable. ! Samsung is become very famous because of amir khan, idea because of abhishek and so many products which is known because of ambassador. Take Michael Jordan —it’s not hard to think about the various companies he endorsed over his legendary career (and well into retirement, too). The use of celebrity endorsements is becoming increasing popular amongst organisations to aid in advertising their brand in order to gain a competitive advantage. Latest Post Office Interest Rates January -March 2021. 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. 3.2. Its not the duty of celebrity to know in and out of the product. So to overcome a Heavy competition, the product is marketed using famous personalities. A company who wish to earn by selling their products wants celebs to endorse their products and raise their sales bar and on the other side people believe on their thoughts and purchase that as it is endorse by their favourites. 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. 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. This is because bajaj bikes has good design and quality as compared to Yamaha. © 2009 - 2020 by IndiaBIX™ Technologies. I think celebrate should advertise so that their fan can see them regularly in TV. If the product is not good then no one can spend the money into the product. Thus, celebrity endorsements can be used for social awareness schemes as it can spread among our community by providing harmonious life. We investigated the effectiveness of such endorsements by meta-analyzing 46 studies published until April 2016 involving 10,357 participants. When customers watch their favorite stars endorsing the brand. In my point of view, brand endorsement as an actor of any product. The products endorsed by a celebrity get more popular. 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! SIP in NPS – How to set using D-Remit deposit facility? Take the initiative to participate and contribute your thoughts. I want to initiate on this topic. This study identifies key factors that determine the effectiveness of the celebrity endorsements in advertisements. Instead of using celebrity they have to include the concept in their advertisement which must reach the people's mind. It will never be affected. So they should also try it. Apart from television stars, sportspersons are also among the brand ambassadors for various commercial products. Does Morality have an Essence in Corporate Life? As they have achieved so much for there hard work in there life they have every right to do so. The business point of view brand endorsement increases the sales. 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. 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. 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. I want to initiate on this topic. According to Ad Age, a brand that inks an endorsement contract with a celebrity or an athlete can see their stock rise up to .25 as soon as the news … 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.