India is a country where people love to live in dreams. They worship celebrities which might be cricket stars like Sachin Tendulkar, Mahindra Singh Dhoni, Virat Kohli or film stars like Shah Rukh Khan or Salman Khan. Consumers treat them as Demi God. Marketers use this to influence their target customers. They believe that by doing this they can associate their products with their customers. This is called Celebrity endorsement.
The practice of using celebrities in an Advertisement to promote products goes way back to more than a hundred years and continues till date. Some studies have found that 25% of the total advertisements aired use celebrity endorsement. This scenario is not too different in India. Celebrities from the field of sports,
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• Most of the respondents like watching cool drink advertisements in TV
• Out of 150 respondent 105 respondents said that they like celebrity endorsing the products.
• Most of respondents feel confident in purchasing a product endorsed by a celebrity.
• Most of the respondents agree upon that the celebrity endorsement is the effective tool.
• Most of the respondents said that when they were going to purchase soft drinks first celebrity of the particular brand comes in the mind of the consumer when they see different brands of the soft drinks.
• Film stars and sports stars both are equally liked celebrity persona.
• Celebrities which might be cricket stars like Sachin Tendulkar, Mahinder Singh Dhoni or Film Stars like Shah Rukh Khan or John Ebrahim. They treat them as God. Marketers use this very Preposition so as to influence their target customers may be existing or potential ones.
• The factors identified are mostly effectiveness of celebrity, attractiveness of celebrity, credibility, source power, celebrity expertise, compatibility index of a celebrity.
• The most effective celebrity persona identified is mostly film stars and sports
For their marketing strategies, St. Jude uses celebrity stars connection as well as good marketing decisions and programs to attract the consumers and businesses. This type of marketing brings in hundreds of millions of dollars each year for the hospital. Some of their fundraising efforts were Trike-a-thon, Math-a-thon, Up 'Til Dawn and the Dream Home Giveaway (Zmuda, 2011). Their celebrity connections started when the founder, Danny Thomas, would get celebrities like Bob Hope and Sammy Davis Jr. to come and support the cause. Today his children Marlo, Tony and Terre continue to be involved and get celebrities like Jennifer Aniston, Robin Williams and Antonio Banderas to support (Zmuda, 2011).
The path to stardom, however, is not one that most of these “media-inundated”, as Penrod describes, youth will find to be a legitimate life choice (3). The downside to our culture’s fascination with celebrities is that an image has been implanted in the minds of their followers. This image, as Penrod states, has been “presented by modern celebrities suggesting that intellectualism has no ties to success and social legitimacy (3).” As quoted by Penrod, the 2000 census concluded that “People holding doctorate degrees earned more than twice the salary of high school graduates (4).”This set of ideals one of the hardest ideals to remove from the upcoming generation, as a mindset is often times cemented to the very core of a person.
When thinking of sports, what do you think of? Maybe big name sports players like Lebron James, Micheal Jordan, Tiger woods, or others. Maybe it's Basketball, soccer, football, or volleyball. When digging deeper into sports and players it is just like politics. Now sports and politics actually go hand and hand when it comes to a player messing up.
Celebrity endorsement or opposition should be avoided, this type of advertising ploy is cliched and quite arguably has become redundant. Appealing
Being a celebrity might come with being depicted by the pubic in positive or negative ways. Box Brown’s graphic memoir of “Andre the Giant” shows us how one celebrity can make way for another, through the negative ways he is portrayed by the media. Brown demonstrates this to his readers through his illustrations, his word choice and the way acting is done. This directly relates with the concept of: “The TV personality” from Sean Redmond’s book: “celebrity and the media”, because the author’s description of Andre makes him seem as the enemy of this story. Today, most characters that are shown on TV every day have some sort of personality, for some it is more apparent than for others.
PepsiCo had introduced their new formula product to the world in 1999 and the product had finally become available in the United States in 2003. The company promised that the new Sierra Mist Natural lemon-lime soda is going to be make with natural flavors, real sugar, and nothing artificial. Additionally, they used the nature as their themes in the advertisement campaigns to boost the products’ freshness feelings for the audiences to see and feel when they look at the advertisement. PepsiCo targets audiences who love natural, no caffeine, freshness, and make with real sugars products. To be able to get the audience’s attention, PepsiCo uses the strategies of ethos, pathos, and logos to inform the audiences to get their product.
For generations, celebrities have been viewed as the flawless icons of America. They always have the perfect hair, they are seen wearing perfect outfits, perfect bodies, perfect houses, and overall, what seems to be a perfect life. These stars are everything that our less than perfect selves wish to be. This perception of a “perfect” celebrity is almost always a sight seen through a camera lens, on a screen, or in front of an audience. The fine details of these perfect lives are often glossed over and hidden from view.
Whether it’s on TV, at a game, or in their homes athletes are constantly watched every single day by millions of people. They might be famous and rich, but it’s definitely not easy being an athlete and a great role model at the same time.
India is a target for numerous firms to expand geographically. For example, Coca-Cola Company and its bottling partners are investing $5 billion in India between 2013 and 2020 because that country has 1.2 billion people who on average only consume 12 eight-ounce bottles of Coke a year compared with 240 in Brazil and 90 bottles globally. PepsiCo is also expanding aggressively into India (David & David, 2015, p 138). Some products or service may be very successful in one demographic, but may not be in another. This is why companies like Pepsi test their products in a small demographic first, before releasing the product to a much larger
Even when celebrities follow the practice of a particular pattern of constantly re-inventing themselves through controversy it promotes public interest and sparks curiosity it often makes front-page news in the media. This is, in a sense, publicity for the celebrity. As it promotes their name and their brand which helps them become more and more recognized. Sociologist Goffman would
These athletes have accomplished the extraordinary. Tiger Woods is one of the most successful golfers of all time winning the Masters with a record breaking score. Lance Armstrong won the Tour de France seven times in a row. Ryan Lochte, most recently in the news, is a twelve time Olympic Medalist. All of these men were seen as a “hero” at one time by the public for their achievements, medals and honors.
These professional athletes help pave a way for future athletes, and also set an example for not only young players, but also society in
Sports marketing does not limit to the most famous sports people. Many sports celebrities endorse products and services to the regional markets. This is done at the local level, for restaurants, dealerships for automobile and other local
The rapid increase in the programs and websites has also inclined the rivalry among different channels for targeted audience and advertisement companies. In line, to raise the competition and rivalry, the demand for economic content is increased (e.g. latest celebrity gossip, their love-life, trendiness and new fashions in the industry) in order to complete the flourishing quantity of broadcasting time. An English lecturer at the New Jersey College, Ewing; David Blake said that “the media has completely modified the individuals’ experience about celebrity culture than the development in any other culture.” He further added that “Both social and broadcasting Media has made the celebrities more pervasive and dominant in prevailing society and this upsurge has created a completely new sector of public relations. Once the main focus of public relations was to prepare talented peoples with their relative interests and analysis of those benefits that are gained by them but now it involves more dimensions.
• How can celebrities be effectively used in changing consumers buying intention? • To understand consumer perception about celebrities in advertisements. • Advertisement budget will be effectively and efficiently used by managers Academic Since my research is focusing more on practical side. My research will help researchers to