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Brand Promotion

In: Other Topics

Submitted By nipunanand01
Words 7962
Pages 32
Selection Criteria 23
Issues involved 26
Failure 27
Impact Analysis Framework 29
Case Studies 34
Conclusion 37
Facts and Figures 40
References 45

INTRODUCTION

“A sign of celebrity is that his name is often worth more than his services.” -Daniel J Boorstin

And this is what exactly the marketers took as a firm base to advertising industry. We people are diehard fans of movie and sports stuff, and this characteristic of consumers has invited the concept of endorsing celebrities from different fields namely movies, sports, glamour, fashion, modelling etc for different brands. With several products being launched every other day, advertisements for each one of them may go unnoticed but even then the glamour of celebrities seldom gets unnoticed. The celebrity fits in between the producers and consumers where he tries to bring the image of the product closer to the expectations of the consumer. Thus endorsing a celebrity for a product and its overall impact on the brand is very significant.

Companies invest large sums of money to endorse celebrities. Because of the fame the celebrity not only…...

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