March 23, 2018
Surendra Jagwan
How
to select a suitable "star spokesperson"?
A star is usually the spokesperson of
multiple ads or categories. Therefore, you should be cautious and try not to
“busy yourself but merely benefit others” when choosing a star as your
spokesperson. Then, what are the standards for selecting the right spokesperson?
Find the lux ad timeline in India
Find the lux ad timeline in India
1. Compared with the
popularity of the star, one thing is more important: whether the star fits the
brand. A better fit can lead to better performance of the ad.
Ex. Salman Khan in Thums Up
2. In general, to be a good
story, the leading role must be played by the brand, rather than the star
him/herself. Instead of taking away the limelight of the brand, the star in the
ad will “serve” the brand.
Mortein is gathering more importance than Madhuri Dixit
3.The popularity and
recognition of a star vary with areas in India. Therefore, prior to choosing
the right star, a brand needs to know how popular the star is in the target
area.
Anushka Shetty in Chennai Silk Sari Ad
4. The negative news or word
of mouth of the star spokesperson will directly harm the brand image. So, the
reputation and image of a star is essential!
Ex. Negative words in Media through Amir
Khan in Indian social issues made a negative impact on Snapdeal. At last
Snapdeal had to end its contract with Amir Khan
1 Comments:
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