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Marketing & Branding

 

Are celebrity endorsements effective??

Created by : Meena Deshmukh, Product/Brand Manager, Videocon Inds  | 09 13 2010 10:06:10 +0000
Industry : Advertising/PR/MR/EventsFunctional Area : Business Processes(Operations)
Keywords : branding brand celebrity endorsements brand endorsements endorsements endorsing brands
Activity:  774 views;  last activity : 09 29 2010 10:02:11 +0000

Companies are pouring money on celebrities to endorse their brands. Blindly millions of dollars go into the account of celebrities but do companies get their ROI???

So, does these endorsements really work...is still a big question??

  
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Top Argument
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Yes...The crescendo of celebrities endorsing brands has been steadily increasing over the past years. Marketers overtly acknowledge the power of celebrities in influencing consumer-purchasing decisions. It is a ubiquitously accepted fact that celebrity endorsement can bestow special attributes upon a product that it may have lacked otherwise.
By Meena Deshmukh, Product/Brand Manager, Videocon Inds  09 13 2010 10:07:12 +0000
 
Top Argument
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Good question Meena. I believe endorsements are waste of money ...instead that can be spent on R&D to provide the best product/service available. Moreover over-exposing a celebrity can have its ill-effects. The consumer starts losing focus and the communication (of different brands) gets blurred. The consumer fails to connect with any brand.
By Jayant Vishnu, Art Director/Sr Art Director, Creative  09 13 2010 10:24:14 +0000
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If celebrity endorsement is done with matching target market segment, it definitely produces result largely on a short term basis... and it works well in the less educated segment.
By G.Jayakumar , Group Operations Manager  | 09 28 2010 21:04:06 +0000
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Especially uneducated lot of population is definitely attracted to celebrity endorsements to fetch a tremendous sales growth...
By suhaschandra deshpande, Marketing Associate  | 09 16 2010 19:31:46 +0000
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Meena I am in total agreement with you on the subject. The endrosement by celebrities is working and that the reason the companies are paying such amount and ultimately consumers are suppose to pay.

This is India and everything is possible here.
By Rathin Deb, Freelance Retail Consultant  | 09 14 2010 05:53:27 +0000
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Yes Definitely, Its all about bringing 2 brands coming together for a common interest.
By Shridhar Chandru, Business Developement Manager, ERP Consulting Company  | 09 13 2010 18:04:27 +0000
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Definately, until there is significant correlation between the brand/product and the celebrity.
By Omkar Nandi, Business Analyst Merchandise planning TARGET  | 09 13 2010 11:48:34 +0000
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india nd whole world is mad about celberity what makes sense on the marketing they wanted to be like that thats why these product can be sold out
By Vivekanand , Senior Consultant (Economic & Rural Research) SAARC Nations, United Nations Development Programme  | 09 13 2010 11:15:53 +0000
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When multitudes of similar items made available in the market, Celebs personality, makes that particular item focused. That's to say,  it brings in popularity to the consumers by easy identification. For example , in Tamilnadu , consumers easily identifies with KUSHBOO IDLIES / SAREES ; TRISHA BANGLES etc. Similarly, Ramaraj cotton DOHTIS  etc.

Their endorsement makes ordinary people to buy those items even, there were similar items made available.
By KALIYAMOORTHY , Oil & Gas Area Coordinator, Undisclosed  | 09 13 2010 11:01:41 +0000
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The celebrities endorsing brands are actually performing task of "megalomania"  which otherwise it was not possible through simple media use.
By Mohammad Bakhsh, Project Leader/Managing Consultant, Freelancer  | 09 13 2010 10:52:02 +0000
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consumerism powered by information rely more on facts and figures and less on showcase.take the case of cola drinks pepsi is not much liked by many young guns in india where as thumsup by coca cola has huge fan following.though pepsi ad was endorsed by sharukh,sachin,amitabh could not change d taste bud its simple focus is now on value for money not u just add bipasha nb katrina tadka n product sale will boost
By Ashish Bhartia, Relationship Manager, Acumen Business Consultancy Pvt.Ltd.  | 09 29 2010 10:02:11 +0000
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A smart buyer who is aware about a product, celebrity endorsement does not matter or influence to buy it.

It might make positive impression about a product but again the same celebrity endorsing many products from various categories so it is hard to recall.

Also, celebrity endorsement does not have long term gains.

 
By Abhijit P., Brand Activation Professional, Free lancer  | 09 28 2010 18:50:56 +0000
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NO I THINK CELEBRITY ENDORSEMENT IS NOT A SHOW OFF IT IS A TOOL OF HIKING THE PRODUCT IMAGE AND HELPS IN POSITIONING THE PRODUCT IMAGE SO I THINK THROUGH THIS PEOPLE BUY MORE BEACUSE THEY RELATE THEM WITH AD IT IS EFFECTIVE IF COMPANY USE IT PROPERLY
By sushanttomar , Relationship manager at india bulss  | 09 14 2010 16:59:34 +0000
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today people want quality no show off .there are many ways to launch a new product in effective manner i do not think so that only celebrities can do this ,we have many other effective ways and that are much cheaper in compare of celebrities
By Hemant Tyagi, MBA/PGDM student, padmashree institute of management & studies Bangalore  | 09 14 2010 07:42:57 +0000
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Thanks for refer, Meena,

Differ in views as fail to imagine someone who does not require to buy would buy or if anyone would buy a poor quality product because A or B endorsed it. To me a few may even be interested to question the credentials of such persons to comment.

Without any doubt advertisement to the stage of information is the only requirement for a good product. And rather the same money spent on R & D and product excellence is sure to pay back and bring much better returns. 
By Ravindra Sharma, Managing Consultant, CHEF-India  | 09 14 2010 06:58:42 +0000
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I donot think that it is effective because when amitabh bacchaqn sales navrantail than how many peoples purchase or amke their mind to purchasethe oil .so it is not trues that after endosing by a celeberaties    thing became more popular.
By satishk.shukla , Director on Board, saurabhagro tech pvt.ltd.  | 09 14 2010 04:41:49 +0000
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Agree star only increases publicity product value is first
By Davies francis, Analyst, self  | 09 13 2010 14:08:55 +0000
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Super stardom is close to post mortem, or else you are living in 1900's........
By sasi raj, IT/Technical Editor, GP (http:\\sasiraj.emurse.com\  | 09 13 2010 11:02:45 +0000
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