Subject category:
Marketing
Published by:
IBS Research Center
Length: 1 pages
Data source: Published sources
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Abstract
This structured assignment is to accompany the case ''508-113-1''. The abstract of the case is as follows: Since the 1940s, Indian advertising has witnessed celebrities endorsing products. Several brands benefited from the celebrity association in terms of attracting attention, brand recall and finally sales. Over a period of time, during the 2000s, there were several brands being endorsed by celebrities. Some celebrities endorsed multiple brands across product categories. This clutter led to confusion among the audience which was believed to have led to a drop in the recall value. This case study explores the pros and cons of using celebrities to endorse products and also gives an insight into the celebrity clutter plaguing Indian advertising. The case study helps students understand and analyse: (1) the historical growth of celebrity advertisements in India; (2) the impact of celebrity endorsements on sales and brand recall; (3) the problems of using celebrities in endorsements; and (4) the celebrity clutter in Indian advertisements.
About
Abstract
This structured assignment is to accompany the case ''508-113-1''. The abstract of the case is as follows: Since the 1940s, Indian advertising has witnessed celebrities endorsing products. Several brands benefited from the celebrity association in terms of attracting attention, brand recall and finally sales. Over a period of time, during the 2000s, there were several brands being endorsed by celebrities. Some celebrities endorsed multiple brands across product categories. This clutter led to confusion among the audience which was believed to have led to a drop in the recall value. This case study explores the pros and cons of using celebrities to endorse products and also gives an insight into the celebrity clutter plaguing Indian advertising. The case study helps students understand and analyse: (1) the historical growth of celebrity advertisements in India; (2) the impact of celebrity endorsements on sales and brand recall; (3) the problems of using celebrities in endorsements; and (4) the celebrity clutter in Indian advertisements.