Know-How Exchange : Advertising/PR

hi nhmttl

it all depends on the brand as well as the film star. the film star has a public face as well as a private face, both of which continuously under scruitny. before casting a flim star as a Brand Ambassador, you got to ensure the following..

1. the lifestyle of the target audience and the lifestyle of the Film Star as a BA and whether it match, in terms of lifestyle aspirations of target audience and potrayal by BA.

2. the values of the target audience matching with the brand values and those brand values matching with the reputation as well as values of the Film Star. i.e. you would not probably use Micheal Jackson as a BA for a Child Support/Care brand or program.

3. the credibility, trustworthiness, expertise and likability of the BA to the target audience. in India Salman Khan was arrested for killing wild dear in a game reserve, if he starts now as Champion of Wildlife care, then u understand what will be the reaction.

4. also to think, is the association of the CE him/herself with the type of product/service s/he is endorsing in the first place. if you ask Tiger Woods to endorse a Kitchen appliance, it may backfire as ppl associate him with golf and thats he is known for.

5. Whether the Celebrity transfers/transforms his/her personality traits into the brand, so that the brand can benefit from it. James Bond endorsing Omega watch, 007 is actually transferring his Licensed to Kill attitude to the watch, and consumer wearing a Omega will think/feel like Bond in a subtle way, at the back of his mind.

6. lastly, remember the CE should create a Larger-than-Life impression on the consumers mind for the brand (at the same time do ensure that the brand/product is really A+ good).

click on the Search Question and Write "Celebrity Endorsement" in the Search For box, you will get a wealth of info.

https://www.marketingprofs.com/ea/qst_searchResults.asp

https://www.marketingprofs.com/ea/qst_searchResults.asp

hope this helps.

cheers!!