What makes a strong brand?
Partly it’s people agreeing on what it stands for. We know this from measuring the degree of consensus among respondents. But too many extensions can...
Public Relations Management
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Difference between Brand Ambassador & Brand Face
A Brand Ambassador would be one who is not only a spokesperson for the brand or is just appearing as a testimonial for the brand’s...
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How Celebrity Endorsements Influence the Consumer?
The basis for the effectiveness of celebrity-endorsed advertising can be linked to Kelman’s processes of social influence as discussed by Friedman and Friedman. According to...
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Relationships between a Celebrity & a Brand
To understand how consumers associate celebrities to brands is well documented by a research study by Anderson (1976); Collins & Loftus (1975); Rumelhart, Hinton &...
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Positive Impacts of Celebrity Endorsement on the Brand
Approval of a brand by a star fosters a sense of trust for that brand among the target audience. This is especially true in case...
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Negative impacts of Celebrity Endorsement on the brand
More often talked about is the extreme usage of a celebrity called ‘lazy advertising’, that is inadequate content masked by usage of a celebrity15 ....
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Nine uses of Celebrity Endorsements
Establishes Credibility: Approval of a brand by a star fosters a sense of trust for that brand among the target audience- this is especially true...
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Media Objectives
The media planner has to decide on the media objectives. Media objectives often are stated in terms of reach, frequency, gross rating points and continuity....
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Checklist for media selection
Factor Reach Frequency Continuity Pulsing Ad budget Low budget High Budget ...
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Media cost and Media Ability
To get the most out of the advertising rupees spent, the primary concern of the advertiser is media selection. The cost of buying space or...
