Celebrity Brand Endorsement: Effective Advertising?


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Uttara said: (Aug 23, 2017)  
Yes, definitely it is an effective method to draw people's trust in the brand. 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. 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. 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. And when we see Kareena Kapoor endorsing a fairness cream we think the secret of her beauty lies in that very cream only. Advertisers all over pay a huge amount of money to book the most celebrated celebrities because they can read people's mind. They know human behavior so they do it. So, in a nutshell, the conclusion is that yes celebrity brand endorsement is an effective advertising.

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Awani said: (Feb 11, 2017)  
Celebrity brand endorsement is effective because in India many people have celebrity as their role model. So they would like to follow their role model and it also helps to increase the sales of the product. And after all its up to you that which brand you would like to use or which suits you!

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Ayesha Sharma said: (Jan 13, 2017)  
I think celebrate should advertise so that their fan can see them regularly in TV.

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Del said: (Jan 7, 2017)  
Brand endorsement using celebrities must be minimized.

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Farheen said: (Aug 10, 2016)  
Celebrity is more important in marketing. The business point of view brand endorsement increases the sales. For E.g Salman khan is the most popular in the society. He is promoting the washing powder. So, therefore, increases the sales.

But celebrity endorses in some products. Energy drink etc. Is not important like mobile phones brand because consumers may know which brand or which company is good. And they also know which mobile phone's features are good.

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Akshata_Patil said: (Jul 19, 2016)  
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. Thus leading to inflation.

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Kodanda .D said: (Jul 11, 2016)  
Hi all,

Now we can discuss the topic is Celebrity Brand Endorsement: Effective Advertising.

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.

Advantages to Using Celebrities in Advertising:

1. Influence Consumer Purchases.
2. Build Awareness.
3. Position a Brand.
4. Attract New Users.
5. Breathe Life Into Failing Brand.
6. Build brand equity.

The Risks of Celebrity Endorsement:

* Celebrity Images change.
* Celebrities become overexposed.

The Most Successful Celebrity Endorsements:

* Britney Spears for Pepsi.

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Anuj Soni said: (Jul 1, 2016)  
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 these things depend upon the popularity, the fame of an actor if his/her popularity is good in the market than the positive effect will be there but the vice-versa of these can also happen if his/her popularity is not good enough.

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Vijay said: (Jun 23, 2016)  
Nowadays every new product has its own specific feature. To make the availability of these products to all people every company choosing advertising an important part of global marketing.

There is a lot of difference between normal person and celebrity who has name and fame they can easily attract to the public.

Take an example like one company introducing two branded watch and television.

Tv is promoted by the normal person and branded watch promoted by Saniya mirza. Most of the people will get attracted to Saniya Mirza because she is an international badminton player.

But according to me, celebrity people can promote the brand up to the promotional stage.

But when consumers want to buy any product they will choose best features and energy saving products.

So celebrity status can help to introduce a product not for increasing sales of that product.

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Kunjal Chawhan said: (Jun 27, 2015)  
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.

Celebrity gets the primary importance while product gets the secondary importance, the product on itself cannot achieve such wide publicity, its the celebs that promotes product to that peak the amount of people following celebs determines the success of the launched product that is advertised either ways people gives product a shot they would try it at least once just because their favourite celebrity is endorsing the product.

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Aditya said: (Jun 5, 2015)  
Absolutely yes. Focusing more South Indian Celebrities, audience here is driven by their onscreen hero's. Let is be any "wood" Kolly, Tolly, Molly & Sandal but the driving factor is always the hero of the movie 90% of the movies have the story line same what differs is the treatment from the director and protagonists of the movie.

When the industry down south is ruled by families and their successions like a kingdom, audience remain the same. The social fabric is so worst that audience doesn't even whose who of the industry but keep quarreling among the fans associations.

Saying this I don't want to point at anyone but the brands when endorsed by the actors have the effect on the psyche of the fans and would reap benefits to the brand commercially.

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Pankaj Mehra said: (Apr 27, 2015)  
Hello my dear friends,

I want to keep my point of view in front of you all, there are just few advantages of being a ambassador of any product, but there are no of disadvantage for both consumer as well as for producer and celebrity's.

Talking about advantages.

1> Celebrity endorsement makes believe in consumer.

2> Company need not to do much effort for promoting their products.

3> Company uses celebrities success or respect as a complimentary for their product.

4> It is the way where people or consumer are more attentive rather than other marketing place.

Disadvantages.

1> There is no surety that brand would be hit or successful in the market, it is a such kind of a gambling.

2> Celebrity endorsement increases the price of the product.

3> If the product is defective it will effect celebrity image or if celebrity do some wrong thing than the product image will be effected.

4> People get illusion after watching ad in screens, they do not want to ensure the product quality. They just want result.

Thank you.

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Shreyas Joshi said: (Apr 20, 2015)  
I think that the celebrities should endorse advertisements because of the following reasons:

1) Advertisements with celebrities would fetch larger profits for the brand owners.

2) Being a celebrity is also a difficult profession. There is nothing wrong if they want to earn extra money.

3) If the brand is good in quality and a celebrity is endorsing the particular brand, people would trust the brand as they are seeing their role models in TV.

4) After the advertisement is endorsed, the brand owner might make the celebrity his brand's ambassador which would provide respect for both owner and the celebrity.

As always there are disadvantages as well:

1) If the celebrity is very busy in his work, endorsing advertisements would distract them from their work.

2) There some people who think that the brand owners are making a fool out of them. By these thoughts, these people won't buy the product which the celebrity has endorsed which might lead to a loss for the brand owners.

3) The brand owner might lose his respect as his product is not being sold.

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Rajesh Kumar said: (Apr 1, 2015)  
Hi friends.

In today world advertisement is the most important thing for marketing a product. For this purpose marketing world uses celebrities for endorsement. Because in today world people are admiring them and they follow their footsteps. So a company think that this is the best way to selling their product.

Celebrities doing these endorsement for money they do not too much about the product. They do not know product quality and symptoms and they selling these kind of product and making fool of people. Product quality should be good. By knowing about the product and uses of the product $ quality of the product. Than they should endorse the product.

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Ritu said: (Sep 24, 2014)  
Hello everyone.

I feel using celebrities in advertisement is okay. Because we consider things mostly from the point of view of a consumer. But if we see things from the point of the brand owner his primary motive will be earning profit. So naturally he will try to hire the best celebrity in the market because he knows that celebrities DO have an impact in increasing the sales because people link themselves with these superstars in India.

For eg. Shahrukh Khan promoting fair & lovely for men has more buyers than vicco cream whose ad is done by a non entity.

Also these stars don't charge some nominal fees for these ads. So evidently if the company can hire a very popular star it simply means they have a huge capital which they must have invested in developing their product, so obviously the quality of the product will be good.

Also the stars we see have a reputation to protect so they won't act for any brand which comes first with the offer.

Of course lastly buying the product or not is the sole decision of the customers. Comparing & reviewing the product is his duty. Otherwise I think celebrity brand endorsement is not wrong or ineffective.

Thank you.

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Vaishali Jain said: (Apr 5, 2014)  
Celebrity endorsement is beneficial to some extent. When customers watch their favorite stars endorsing the brand. They think that the stars use the same brand. So they should also try it. But its not the case most of the times. The celebrities are just acting in the advertisement too. Such ads sometimes misled the consumers and they get cheated. For e.g. , there are many fairness creams in the market. Many of them are endorsed by celebrities too. Customers buy such creams in the hope of getting fair. But such creams are just useless. So this is misleading. Thus, celebrity endorsement should used to the minimum.

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Savya said: (Mar 30, 2014)  
No doubt celebrities attract more audience towards an advertisement or a product. A celebrity talking about an ad will attract more eye balls than a common person talking about a product.

But with the changing time people have become more aware and they look for quality and cost of the product rather than getting attracted by some celebrity.

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Venu said: (Feb 17, 2013)  
Hi friends,

Brand ambassador are needed for the few products like food and beverage products. These products cost should be. Low and people will not compare this to any other product in that range. For example Sachin is brand ambassador for boost product n he is having great respect in the society. So, people may think that buying boost because such a great person is using this product and why can't we try? Upto these kind of products, brand ambassador is needed.

Now a days, the educated people and professionals mind set has been changed. If people want to buy mobile or bike or car. , they will compare all the models in the internet within their budget range and selecting the best among them.

For example, sharukh khan one of the famous hero in Bollywood and he is the brand ambassador for Nokia smart phones and for Samsung smart phones, there is no celebrity brand ambassador. But here in India Samsung smart phones sales rate is very high when compare to Nokia smart phones.

My conclusion is that celebrity brand ambassador are needed for few products and needed for the many products which are already successfully running in the market.

Thanks.

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Yrreihs said: (Oct 2, 2012)  
It is just okay to use celebrities in endorsement because it is one way of publishing the products to be well known. But the people should be knowledgeable enough about the product before they buy.

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Mitali said: (Aug 24, 2012)  
Hi friends;.

I would like to say that it is effective strategy of promotion. The main funda of promotion is to make things "communicate". If the product is being communicated by any celebrity some kind related to that product line than it increase the faith and loyalty of consumer for that product.

For example; when sports personalities like Sachin Tendulkar promotes the product like "Boost" and uses the tag line "Boost is the secret of my energy" then people develop the faith and loyalty for that product since it is being advertised by a person who is highly respectable in society.

Similarly beauty product brands when promoted by celebrities or actresses it makes the product worthy in the views of consumers. So I think it is a good way of promotion but company should make sure that any product would not harm in any way the society or consumer welfare.

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Esha Rana said: (Feb 1, 2012)  
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. !

Even though today the people are more educated and know what is better to them but still their mind are make-up in such a way for so long that they are participating in promoting this activity.

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Arpit Mangal said: (Oct 18, 2011)  
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. People now looks for the quality, design and worthwhile etc of the product and not its brand ambassador. 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. This shows that more people loves to purchase bajaj bikes as compared to Yamaha. This is because bajaj bikes has good design and quality as compared to Yamaha.

Now a days people uses magazines and other sources of information to gain knowledge of the product that they thought of buying. They compare products through internet before purchasing. Thus people do not purchases the product only because it is endorsed by a celebrities.

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Pankaj Joshi said: (Aug 31, 2011)  
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. A product if advertised by a celebrity has more effect on consumers than when it is advertised by a common person. 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.

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Gajalakshmi said: (Aug 28, 2011)  
Hi friends, celebrity brand endorsement should be avoided. This shows the lack of confidence of the company towards their product. The quality of the product must make the people to buy the product not the celebrity. Instead of using celebrity they have to include the concept in their advertisement which must reach the people's mind. Because of them many modals lose their oppourtunity.

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Anurag said: (Aug 7, 2011)  
Apart from television stars, sportspersons are also among the brand ambassadors for various commercial products. 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. 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.

So the brand endorsement using celebrities must be minimized.

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Ashish said: (May 18, 2011)  
According to me, brand endorsement by celebraties should not be totally banned, instead there should be some limitations. In case of sportsmen, if they are performing well, then they should be allow to go for advertisement. but still they should be allowed to do advertisement only after completing their all schedule e.g. practice session, tournaments. They should be allowed to go for advertisements in free tile only.

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Master said: (May 16, 2011)  
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. 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. But it has limitation on both sides like if the sachin endorse boost will charge for its adds which adds to the cost of boost. So it helps company to increase their sales but costs the people.

Many a times it affects many people like if a sportsman gets huge pays from adds he can get disinterested from his game which can hurt his performance. So as per my opinion no celebs should used for advertising.

So concluding on topic I would say Celebrity Brand Endorsement is Effective Advertising for the firm but not for people who follows it.

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Gd_Prep said: (May 11, 2011)  
In my opinion, using celebrities for advertisement and brand endorsements in not appropriate.

We have many celebrities who are treated next to God in INDIA and worldwide, so the greedy brands take their fame into opportunities and money grinding schemes.

Moreover most of these celebrities do not have any idea of how much impact they can stress upon their fans by simply endorsing any.

Particular brand or item. People will only take the authenticity of the products by simply looking at the brands endorsed by their superstars.

Also by using celebrities for brand endorsement hampers the job opportunities of many young aspiring models who take up professional courses in Modelling and advertising.

Moreover when these big superstars take their opportunities not only their dreams gets shattered but also they fail in coping with unemployment and loss of lavish lifestyle and short time fame.

Also the money provided by big brands to the celebrities could also affect their actual profession. For e.g. The sportsman may lose his concentration on his actual profession.

So in my opinion, celebrities should be used to promote those causes which are for national interest or social cause like spreading awareness about polio, AIDS, etc.

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Raju said: (Apr 29, 2011)  
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.

So the connection is established by the companies with that celebrity and it lead to have great response from customers.

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Abhay said: (Feb 12, 2011)  
Good afternoon friends, yes there is nothing wrong when the celebrity doing the advertisement. As they have achieved so much for there hard work in there life they have every right to do so. It is people who have to think whether they have to accept the product or not. Celebrity has the duty to endorse the product but ultimately it is upto the people to accept it. If the product is not good then no one can spend the money into the product.

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Bhuvana said: (Nov 27, 2010)  
Good Morning to all.

Celebrity endorsement creates more impact on people. People they want to show their status in their life style. So they use what the celebrities brand. But people in the middle class also wants to show an image as like rich people or like celebrity. The problem is when they creates an image, apart from their level it leads to big problems.

But in advertising company point of view they show their product is the best in cost as well as quality. They know people's thoughts. People always think that the product is advertised by a celebrity or sportsman rather than common man that is the best one.

So Advertising by celebrity or sportsman should be minimized.

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Jolly said: (Nov 16, 2010)  
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. 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. 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. Sharukh khan is attached with Hindustan Unilever Promoting their products. Samsung is become very famous because of amir khan, idea because of abhishek and so many products which is known because of ambassador. So I feel nothing is wrong to hire a celebrities like katrina, ashwria, sachin, sharukh etc to promote a product. Company will hire only those which is liked by public and they want to see them in ads.

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Soumik said: (Nov 8, 2010)  
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. So it's the responsibility of the celebrities to their professional discipline to make their professional discipline of 1st priority.

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Shub said: (Nov 7, 2010)  
Good evening,

It is a sure thing that when a product is endorsed by a celebrity it gets more popular and recognition. A product if advertised by a celebrity has more effect on consumers than when it is advertised by a common person. When a health drink is endorsed by a sportsman, people believe it more than when the same is advertised by a common man. So endorsement of products by celebrities is very effective.

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Anjali said: (Sep 18, 2010)  
Good evening to all of you.

According to my point of view celebrity endorsement for the world of advertising is in some way good but overall its not a good idea, especially its about those celebrities who are having a soft corner in public's heart as well as they are being known for their importance in their field of work.

As an example respected Kiran Bedi is advertising for a washing powder for just some sort of money and our Sport players are breaking the records for coming in the advertising world. As we know that they all are stars for different age group people. And in some or other way they are effecting the youths and other age group people. One more example is of beers and alcohol advertisements. So in my view its merely not a good idea.

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Amit Gaur said: (Sep 18, 2010)  
Good morning to you all. I want to initiate on this topic.

According to me celebrity endorsement of market products should not be given so much hype. Specially the sport persons.

Because in India people just love their sport so they follow the players. The sport persons for much money sometimes endorse products not as good as they should be, so it sometimes creates problems among people.

And secondly in order to get more glamor and money players sometimes forget whats their first priority should be as a player?.

So in my opinion the products should not be endorsed by the celebrities much.

Thanks for giving me such an opportunity.

Rate this: +5 -7


Sajith said: (Jun 11, 2010)  
According to me endorsing celebrities for advertising is not a good idea. Although they are the stars in their own disciplines, making them a part of commercials is not healthy. Celebrities in India a highly venerated and "fanified", so bringing them to ads creates a wrong perception of their acting ie. people start creating issues like they dont concentrate on acting since they are upto commercials more than acting and earn lumpsum.

Apart from television stars, sportspersons are also among the brand ambassadors for various commercial products. 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. 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.

So the brand endorsement using celebrities must be minimized.

Rate this: +10 -6


Celebrity Brand Endorsement: Effective Advertising?

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