PRODUCT

ENDORSEMENT

A WAY TO EARN
 What is Product Endorsement

A product endorsement is a
form of testimonial from someone which indicates that they
like or approve of a product. Commonly, product
endorsements are solicited from people who are socially
prominent, allowing companies to advertise their products
with statements like “as used by such-and-such an
actress,” or “the official product of company.”
 Types of endorsement

• Celebrity Endorsement

• Consumer Endorsement
 WHO IS A CELEBRITY ???

•ENJOY PUBLIC RECOGNITION

•EXPERTS OF THEIR RESPECTIVE FIELDS

•WIDER INFLUENCE IN PUBLIC LIFE & SOCIETAL

DOMAIN.
IS THERE A NEED FOR CELEBRITY

•Attract attention

•Believable

•Awareness

•Add new edge

 USES OF CELEBRITY ENDORSEMENT

•Establishes credibility

•Attracts attention

•Associative benefits

•Psychographic connect

•Demographic connect

•Mass appeal
HOW TO SELECT A CELEBRITY????

•Trustworthiness

•Expertise

•Attractiveness

•Respect

•Similarity
 FIVE CAUSES OF LET-DOWN

1. Improper positioning

2. Brand celebrity connect

 CONTINUE….

3. Clutter Flutter

• DABUR HONEY
•PARKER PEN
•REID & TAYLOR
•HAJMOLA
•CADBURY
 CONTINUE…..

4. Dissatisfaction with product quality

E.g. fiat palio

5. CONFUSION
IMPACT OF CELEBRITY ENDORSEMENT
ON BUYING DECISION
• Instant Awareness, knowledge about the brand and easy
recall.
• Known products and names are sold more than unknown
ones.
• Values and image of the brand is defined, highlighted
and refreshed by the celebrity.
• The celebrity adds new edge and dimension to the
brand.
• Credibility, trust, association, aspiration and connectivity
to brand.
• More or less every consumer has a brand preference,
each buyer would like to consume one of the highly
acceptable, recognizable, and reputed brands
CELEBRITY ENDORSING FOR
SOCIAL
CAUSES
AMITABH IN POLIO –“ Do boond
zindagi ki”

AMITABH in HIV-AIDS

AAMIR in INCREDIBLE
INDIA-“Atithi Devo Bhava”
 CONSUMER ENDORSEMENT

These endorsements feature actual users of the

product or service being sold. Advertising
utilizing customer testimonials must reflect the
typical experiences of customers and the
genuine feelings and findings of the consumer
being highlighted.
 THE MOST INFORMATIVE MEDIUM
PROVIDE THE MOST INFORMATION OF NEW
PRODUT AND SERVICES

TV
TV
R a dio

RADIO
In te rn et

N e w spa pe r
INTERNET
M a ga zin e

NEWSPAPER
0% 10% 20% 30% 40% 50% 60% 70%

MAGZINE

0% 10% 20% 30% 40% 50% 60%

CONCLUSION
Marketer pay a lot of money to celebrity endorsee thinking
that this star will bring magic to their brand.
Celebrity that glitter is not gold
Endorsing a celebrity is means to an end but not an end in
itself

Today’s customer shops very smartly, knows that this

celebrities are paid and hence are pessimistic about it.

There should be an idea that makes celebrity relevant to the

product and the consumer.
By:-
JAYPAL SINGH RATHORE