Business Case Studies, Advertising and Promotional Strategies Case Study, Taj Mahal, Attacks in Mumbai

print page
Tell A Friend
Bookmark
 

Case Categories

Brand / Marketing Communication Strategies and Advertising and Promotional Strategies Case Study

IBS CDC IBS CDC IBS CDC IBS CDC RSS Feed
Case Title:

Celebrity Clutter in Indian Advertising

Publication Year : 2010

Authors: B Gopal, S Raghuraman, A Syed

Industry: Services

Region:India

Case Code: MCS0022IRC

Teaching Note: Available

Structured Assignment: Available

Buy This Case Study
OR





Abstract:
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.

Pedagogical Objectives:

    This case study can be used:

  • To historical growth of celebrity advertisements in India
  • To impact of celebrity endorsements on sales and brand recall
  • To problems of using celebrities in endorsements
  • To celebrity clutter in Indian advertisements.

Keywords : ACelebrity, Clutter, Indian advertising industry, Endorsement, Brand ambassador, Brand sales, Trustworthiness, Recall value, Quick connect, Awareness, Financial risk, Tarnished image, Over exposure, Amitabh Bachchan, Tendulkar

Recently Bought Case Studies

    Recently Bought Case Studies
advertisement

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»







Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501504, Andhra Pradesh, INDIA, Phone: 08147-236660/61/62/72, Fax: 08147-236653,E-mail: casehelpdesk@ibsindia.org

©2003-2013 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap