Do you associate yourself with the brand or the endorsee?
Do you think in categories and slot brands accordingly or is it one big maze of brands and saliently is dependent on 'celebrity.'
It is true that a customer can relate better and faster with the celebrity than the brand. But does it really help in selling the brand or the celebrity?
As advertisers pour millions of money every year into celebrity advertising, the question arises if it is worth all the money and the trauma of coordinating stars and managing their tantrums. Marketer seeks easy way to position the brand in minds of customer through celebrity branding. Once the celebrity is signed there are many formalities or limitations for the marketer to bring the product and place it in minds of the customer. The marketer has to work in hand with the endorsee or he/she might opt out. It is true that a customer can relate better and faster with the celebrity than the brand. But does it really help in selling the brand or the celebrity? It actually raises the product cost, which is a loss to the customer.
If the customer is one who likes the product specification or services, he will very well go in for it than to seek a celebrity advertising the same. He would look in for the benefits and the outcome from the product rather than paying high more due to the advertising cost.
The celebrity becomes more popular than the brand itself. Customers forget the brand at times but not the celebrity. It is a great way of advertising big companies which would afford high production cost and less product cost. This is totally not applicable for small companies. Once into a celebrity, it is hard to get out of it. If the brand has done even moderately well after the break of a celebrity campaign, it becomes difficult to separate the role of message and the role of the celebrity in selling the brand. And hence, the celebrity becomes an addiction for the marketing team.
Celebrity is a disease that is seen to spread across marketing minds. Once one brand manager gets into it, others tend to follow it. In the advertising world, celebrity branding is seen as a substitute for absence of ideas.
So, on the whole does CELEBRITY advertising really SELL? Is the marketer or the customer benefitted by the endorsee or it is just the endorsee who gets popular due to the brand?
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2 comments:
An interesting one!! Really a good one u ve played with the words..was interesting to read !!
Hmm well, anywayz it's the endosee whoz been advertised not the brand for sure..!!ur right..today advertisements r all simmilar..Its al the same ,there is no innovation or new creative ideas comming up..!
only few adds come up wit new ideas..
but as of now, I think vodafone, Airtel comes up wit new ideas n give up better commercials than other ones..they dont use too much celebrities i guess..!!!
I go with u in this argument yatin… surely celebrity doesn sell brands… Advertisements play a vital part in promotin n sellin brands without a doubt… celebrities can jus be a part of it n surely not the apt reason 4 it… people can better relate to emotions in ads rather to a celebrity… this can be done by any talented person.. any one on-the-air should be able to understand the communiqué of the promoter abt the product.. and 4 ur questions put forth , I wud say CELEBRITY advertising do not really SELL as much as they TRUELY cost!! The endorsee is surely benefited much more…!!!
Kudos!!!!
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