Project Report On Effectiveness Of Celebrity Endorsement On Consumer Buying Behaviour

Introduction

In todays competitive world consumers are exposed to thousands of voices and images in magazines, newspapers, and on billboards, websites, radio and television. Advertisers attempts to steal at least a fraction of a person’s time to inform him or her of the amazing and different attributes of the product at hand. Because of the constant media saturation that most people experience daily, they eventually become numb to the standard marketing techniques. The challenge of the marketer is to find a hook that will hold the consumers attention. The hooks that can hold the consumers attention are the celebrities. Celebrity endorsement if used effectively makes the brand stand out, brand recall and facilitates instant awareness. To achieve this, the marketer needs to be really disciplined in choice of a celebrity. Hence the right use of celebrity can escalate the Unique Selling Proposition of a brand to new heights; but a cursory orientation of a celebrity with a brand may prove to be fruitful for a brand. A celebrity is a means to an end, and not an end. Celebrity Endorsement is a way to get the brand noticed amidst the rush that is there in the market place.

There is a huge Impact of Celebrity Endorsements among the consumers through Tv commercials in India as Indians like the celebrities a lot and there is a huge fan following. A consumer that observes messages for two different firm‟s products, one product‟s message containing a celebrity endorsed and the other not believes the celebrity endorsed product will have more purchases and so be of higher value. (Lalitha Balakrishnan and C.Shalini Kumar, 2010). More and more companies prefer the celebrities of different fields in India like the cricketers, Bollywood celebrities and other sports personalities to endorse their brands. Marketers spend enormous amount of money on celebrity endorsement contracts based on the belief that celebrities are effective spokespersons for their products or brands (Katayal, 2007). Television is something which is watched all over India by the people of all class whether the people belong to lower class or middle class or upper class, all of them watch television to entertain themselves. In India, celebrity power can rightly be assessed by their successful endorsements. Here, celebrities like film stars and cricketers have not only been successful in gathering huge public attention, but also in increasing sales volume.

For example, Cadbury used Amitabh Bachchan to promote the brand when it went through a bad phase in India. Soon the ad recreated people‟s love for the brand and increased Cadbury‟s sale. Aamir Khan is used by Titan to communicate the message that Titan watches are as trustworthy as the actor is for his films. This celebrity endorsement has also been quite effective in influencing consumers buying decision. Similarly, various endorsements by Sharukh Khan, Sachin Tendulkar and others have been found to be successful in affecting consumers‟ buying decision.

Scope Of Celebrity Endorsement

The use of testimonials by advertisers dates back to the 19th century when medicines were patented. Firms have been juxtaposing their brands and themselves with celebrity endorsers (e.g., athletes, actors) in the hope that celebrities may boost effectiveness of their marketing.The increasing number of endorsements throws a valid question to the consumers. Is there a science behind the choice of these endorsers or is it just by the popularity measurement? What are the reasons which lead to impact of celebrity endorsement on brands? Greater the score of the below parameters, greater are the chances of getting close to the desired impact.

Celebrity Endorsement Can Be Key To Marketing Success

There’s no denying the fact that marketing chiropractic can be challenging. The public has long been exposed to negative reports about it from the medical and drug industries, as well as from well-meaning but uninformed consumer advocates. They’ve heard chiropractic jokes on sit-coms and warnings on the nightly news. To market chiropractic in general — and your practice in particular — you must first overcome lingering fears, ignorance and skepticism that keep people from coming to your office. One of the most powerful ways to surmount these obstacles is to use a celebrity endorsement. When you tell people that chiropractic can help them, they may or may not believe you. After all, you have a vested interest in selling your services. But when celebrities say that chiropractic has helped them, and it could help others, people tend to listen — and believe. After all, most people assume “he wouldn’t say it if it weren’t true.” As Marketing expert Patrick Bishop — co-author of “Money Tree Marketing: Innovative Secrets That Will Double Your Small-Business Profits in 90 Days or Less” — noted:

“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.” “Studies show that using celebrities can increase consumers’ awareness of the ad, capture [their] attention and make ads more memorable””

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