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ABSTRACT
"A sign of a celebrity is that his name is often worth more than his services". Daniel J. Boorstin The celebrity endorser is a magic potion for all marketing woes. It is today a frequently used approach in marketing for all brand building exercises. The star appeal serves as an aid to expedite recall and influence purchase. But can also be a nightmare unless accompanied by a powerful idea, effective and impeccable positioning.
Celebrity endorsement is quite famous and effective in India because Indian consumers desperately follow celebrities from Bollywood and sports arena. Advantage of this is taken by the advertising companies to market and increase the sale of their product. Most of the products in India whether of MNC or of Indian firm are being endorsed by the Bollywood actors and Indian cricketers for better sales targets. The paper is secondary in nature where the researcher's main objective is to analyze the current trends in brand management through celebrity endorsement. Recent trend also shows increase in number of advertisements featuring celebrity doctors and medical wizards. Many of the products are being endorsed by medical associations too.
Keywords: Endorsement, Celebrities, Brand, Attitude, Advertisement.
1. INTRODUCTION
India is one country where celebrities from the celluloid world are idolized as role model. Over three million television commercials are made each year in India. Corporate are ensuring all possible efforts to promote their brands and to grab the customer's mind share. The impetus is on attracting the customer's attention over deafening clutter of all brands. It has become pertinent for companies to induct all possible measures to influence, motivate for trial and inculcate desire to purchase, in the customer through an effective advertising campaign. This has led to celebrity endorsements. Surprisingly, increasing rate of such endorsements forms a huge part of the advertisement industry today. In India advertisers pour crores of rupees every year into celebrities and have become one of the most prevalent forms of retail advertising. There are hundreds of well known examples of celebrity endorsements, most of which were hugely successful due to proper endorsement strategy.
1.1 Who is a celebrity?
Celebrities are people who enjoy public recognition by a large share of a certain group of people. Whereas attributes like attractiveness, extraordinary...