Page 11

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

Celebrity

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

branding

helps

in

wider

of the article illustrates the same. As the A product gets sold due to three reasons:

followers

of

a

celebrity

would

be

1. Brand image

interested in purchasing what his/her

2. Meeting needs

favorite celebrity is endorsing, celebrity

3. Uniqueness

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

this

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

celebrity

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

regard,

cartoons

branding

or

would

animated

help

in

Iblitz magazine 2013 final  

iBlitz the quarterly campus magazine at IIFT

Iblitz magazine 2013 final  

iBlitz the quarterly campus magazine at IIFT

Advertisement