Impacts of celebrity presence in advertisements on product sales When a matinee-buff was asked about the
world where corporate branding has
reason behind the purchase of his new
assumed importance, the presence of a
mobile phone, his answer was simple:
celebrity would help in building the brand
“My favorite hero endorsed it”. This
image of the product. Boost is an example
example is a clear indicative of how
and it is an accepted fact that Sachin
effective “celebrity marketing” can be.
Tendulkar is the secret of boost’s energy,
However, before arriving at a conclusion,
to a large extent.
let us understand the various factors that
determine that determine a product’s sale
penetration of the product among the fan
and a celebrity’s influence in it.
base. The example stated in the beginning
of the article illustrates the same. As the A product gets sold due to three reasons:
1. Brand image
interested in purchasing what his/her
2. Meeting needs
favorite celebrity is endorsing, celebrity
branding would help in more sales in the fan base. The celebrity need not directly
A lot of times, products are sold just
impact the sales. A lot of advertisements
because of the brand that they develop. It
which are targeted at the kids segment
may so happen that the brand is
feature celebrities. It is due to the
recognized more than the product itself. A
celebrity inclusion that propels sales. In
product also gets sold if it meets the
needs of the people due to its appropriate
characters that are used as celebrities
positioning. Uniqueness of the product
help in impacting sales.
also impacts the sales. Now, let us look at
When a new product is launched,
the impacts that a celebrity’s presence
can have to each factor.
improving the visibility of the product.
A celebrity endorsement would build the
There are instances where new products
brand image of the product. In today’s
which would have otherwise been ignored 11
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