Role of source in ads and celebrities as source in Indian ads

• Celebrity branding, also known as celebrity endorsement, is a type of marketing campaign or advertising campaign used by non-profit organisations, brands, and/or famous people who use their notoriety or social status to support the promotion of a good or service or even to raise awareness of social or environmental issues. Marketers utilise celebrity endorsers in the hopes that the goods or the celebrity-associated brand image will likewise carry the positive connotations of the endorser. Fashion and beauty brands are the typical users of celebrity endorsements, but non-profits also rely on celebrities because of their ability to communicate widely and grab attention. This helps raise awareness of a cause or organisation among a larger audience, which makes celebrities useful fundraisers.
• Infomercials are a kind of commercial that are often created and funded by a business looking to market its goods and services. In most nations, infomercials have shown to be very effective and compelling once they reach their target audience. Nowadays, the majority of celebrities are eager to promote a product for which they get a sizable payment. Businesses spend a lot of money associating attributes like reliability, amiability, and beauty with their brands.
• However, why support a product that you haven’t even used? To begin with, buyers feel a certain level of satisfaction from things that are recommended by their preferred celebrities. Some people would simply rather use a service or purchase an item that a celebrity has recommended. For these reasons, the majority of businesses in today’s market think that having a well-known celebrity promote their items would increase sales of such products and services.
• Numerous companies of all kinds use celebrity endorsements as a marketing tactic. While some opponents claim they have little effect on corporate sales, others maintain that there are several advantages for a firm adopting them.
• Here are several justifications for using celebrity endorsements in your product or service marketing campaigns.
• It raises a company’s credibility.
• Choosing and promoting the appropriate celebrities for their goods helps companies gain more reputation. Celebrities have specialised markets in a variety of fields, such as sports, fashion, fitness, and music and movies. As a result, as a company, you should take advantage of this and work with a celebrity whose area of expertise aligns with the product or service you want to promote. An author or fitness trainer, for instance, would be excellent candidates to recommend a health and fitness product or service.
• Therefore, keep in mind that if the correct celebrity promotes your product, people will regard your company and its offerings more seriously.
• It has a strong corporate brand recognition.
• Celebrities undoubtedly have easy access to a large network and are skilled at networking. These are the people that like taking photos, which are often shared on blogs, social media, magazines, and other platforms. This implies that using a well-known celebrity will greatly increase brand recognition both inside and outside of your target market.
• In this sense, picking a well-known person to represent your brand might be a terrific idea as it would provide maximum exposure for your product line. If you create and market a waist trainer, for instance, and a celebrity is seen using one, then fitness enthusiasts will be interested in learning more about the waist trainer and the company. Prospective buyers will soon be contacting you by phone, Twitter, and message to inquire about the goods and its availability. In the end, this has to do with raising sales and brand exposure.
• Fantastic marketing instrument
• Finally, since celebrity endorsements instantly draw the attention of paparazzi and the media in general, they tend to significantly boost a company’s public relations (PR). Getting a celebrity to speak about your product is the best marketing strategy a firm can do. When a celebrity does this, your product will be widely publicised and attract media attention. Your business faces the danger of remaining unnoticed and missing out on very lucrative transactions if none of these are in place.
• Consequences of celebrity endorsement for marketing
• A celebrity endorsement offers a different take on imaginative advertisements. While creative advertisements tend to lean more toward logic or humour, celebrity endorsements primarily highlight the celebrity’s strengths and, more often than not, make the celebrity address the public directly, saying, “I use this brand, do you.” In other words, the celebrity is essentially telling his devotees, “I am using this brand and so should you.”
• The endorser’s reputation must also be considered by the marketer, who should want to work with a celebrity whose public persona is consistent rather than one who changes dramatically on a weekly basis. Celebrities with steadfast and difficult-to-change public perceptions include Michael Jordan, Sachin Tendulkar, and Michael Schumacher. They are therefore among the most desired endorsers for eminent organisations.
• celebrity status
• The main reason celebrity branding and celebrity endorsement of a product works so well is that celebrities can connect with a lot of potential customers.
• The number of individuals who have at least once seen and/or heard the brand’s intended message is a rough definition of reach (Belch & Belch, 2012). When a business or brand chooses to sell their product via celebrity branding, it is very often because they want to reach as many prospective customers as they can, as opposed to a smaller number of customers but more often, which is known as frequency (Belch & Belch, 2012).
• Statistics on the world’s most followed Instagram celebrities, sourced from telegraph.co.uk, provide an example of the value of a celebrity’s reach. Cristiano Ronaldo is the most followed star on Instagram, with 192 million people seeing almost every picture he uploads. Ariana Grande comes in third place with 116 million followers, followed by Selena Gomez in second place with 164 million. If one of these celebrities posted a photo of the company’s product on Instagram and encouraged their followers to buy it, it would be a major direct brand endorsement. Consider the impact if a well-known person shared an endorsement on all of their social media platforms (Facebook, Instagram, Twitter, Snapchat, etc.). A-list celebrities may reach millions of prospective customers via their reach, which makes them an extraordinarily powerful tool for increasing sales or, at the very least, promoting a company to a larger audience.
• Advantages
• Brand equity may be increased via celebrity endorsements. Nike is one instance of this from before Michael Jordan After deciding to broaden their market and support athletes mostly in tennis and track, Nike saw a rise in sales and grew to become a multibillion dollar corporation.
• Celebrity endorsement is a marketing tactic that leverages a celebrity’s image and position to increase brand awareness, recall, and distinction.
• When a celebrity with their own brand appears in a commercial, it helps consumers remember it and encourages them to try or buy the product.
• Additionally, it makes the company more distinctive than one that doesn’t use celebrity branding.
• greater awareness of the brand and the product
• refining the brand’s image
• launching the brand in a larger and new market
• Repositioning the brand
• Assurance of the brand’s effective promotion