Celebrity Endorsements..Your take!

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funnyguy

@funnyguy

Inactive

Posted: 15 years ago

Hey ppl!

I hav a project for my college exams based on the above topic....

Cud u guys help me out by puttin in ur views in this questionnaire..?

Wud be greatt to get your feedbacks over the same ..!

1.) Do you drink cold drinks?

o Yes

o No

2.) Do you buy cold drinks for self/ others?

3.) While buying a bottle of a cold drink, what do you look out for , as a consumer, that attracts you towards purchasing the product?

o Favorable image of the company in the market

o Celebrity endorsement campaigns for the product

o Discounts/Offers available on the product

o Brand uniqueness and innovation

4.) If being a marketer, I had to advertise my product, viz, a bottle of cold drink, say X, which of the following options would you recommend?

o Sign in celebrities to endorse my product

o Go ahead with normal advertising, without involving any celebrities

Why?

______________________________________________________________________________________________________________________________________________________

5.) Do you believe that celebrity endorsements today has become one among the prime necessities for launch of thematic campaigns relating to a particular brand?

o Yes

o No

6.) Is it easy for you to recollect a brand associated with a certain celebrity? Can you name a few?

7.) Wouldn't celebrity endorsements try in dominating the product features and attributes, by primarily highlighting the celebrity image hereby attached to the product?

o Yes

o No

8.) "Celebrity endorsements have become monotonous" Agree or Disagree? Why?

_______________________________________________________________________________________________________________________________________________________________________________________________________________

9.) Which of the two contradictory quotes do you agree with:

a) "In todays times, Celebrity is the soul of a brand"

b) "The soul of a brand, still remains to be, its distinct and unique features"

o A)

o B)

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souro

@souro

Alumni

+ 2

Posted: 15 years ago

Your questionnaire is not at all correct. You'll get skewed results which you won't be able to use. And if you do use you'll only be presenting biased data.

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Summer3

@Summer3

Trailblazer

+ 2

Posted: 15 years ago

Tiger Wood's endorsements dropped by US $22 mil this year compared to the previous year.

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413185

Suspended

Posted: 15 years ago

Originally posted by: Summer3
Tiger Wood's endorsements dropped by US $22 mil this year compared to the previous year.

I wonder why

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Summer3

@Summer3

Trailblazer

+ 2

Posted: 15 years ago

Originally posted by: jettythegod

I wonder why

The price of not being nice to his woman😆

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Kankshita

@thegameison

Stunner

+ 4

Posted: 15 years ago

I do use almost every product celebs endorse umm but I don't really love them or something! In fact, I fail to understand that on what basis do these people get paid so much for a minute long add! 😆

The products are used at my place because mother my wants to, I drink cold drinks in order to quench my thirst . . non paani wali! 😆 I eat the food they endorse for the same reason BUT . . I don't care if they don't endorse them. Hah! 😆

Edited by -Kanky- - 15 years ago

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funnyguy

@funnyguy

Inactive

Posted: 15 years ago

Originally posted by: souro
Your questionnaire is not at all correct. You'll get skewed results which you won't be able to use. And if you do use you'll only be presenting biased data.

if thats so..can u help me out with a proper questionnaire?

wud be obliged!

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souro

@souro

Alumni

+ 2

Posted: 15 years ago

Originally posted by: funnyguy

if thats so..can u help me out with a proper questionnaire?

wud be obliged!

I can't make detailed questionnaire for you. I will give you some pointers.
Before you go ahead, it's very important that you use the right terms. 'Cold drinks' is a lay man term and may not be used in every region. I'm not saying that 'cold drinks' is a wrong term but a better and professional term will be 'soft drinks'. You may keep it as 'cold drinks' in your questionnaire if people in your region refer it by that term but make sure that in your formal report and presentation you use 'soft drinks'.

Moving on to the questionnaire part:

First - Don't announce why you're asking the questions. That'll bias the respondents in the very beginning. For example you need not have announced that you want to study the effect of celebrity endorsement on the purchase and consumption behaviour of soft drinks.

Second - If you have a target group of whose responses you want to consider, then ascertain that first. For e.g. - any specific age range, gender, SEC, regular drinkers of soft drinks, etc. it can be anything and it can have multiple conditions as well. This part is called screening or recruitment questionnaire.

Third - After ascertaining respondent criteria ask awareness and usage. Awareness should proceed as TOM brand, Spont brand, Spont ad, Aided brand, Aided Ad, Source of Ad. Then ask usage - ever used, last used (not that important for a product like soft drink but still you can ask), MOUB (don't ask currently using in case of cold drinks).

Fourth - Take BCT/ CCT (i.e. ad recall). Take the recall in two parts - image and main message. (This will throw up a lot of rubbish. Larger your sample size, larger will be the amount of gibberish that will be generated and it will be upto you to take out the meaningful from the idiotic).

Fifth - Take brand imagery

Sixth - Take brand persona

Before moving on, predetermine a few executions that you want ratings for. Take opinions for these ads only from those people who claim to have seen them.

Seventh - Awareness of the particular execution

Now ask Eighth to Twelfth only for those executions which the respondent claims to be aware of.

Eighth - Brand association

Ninth - Vividness

Tenth - Take likes for execution

Eleventh - Take dislikes

Twelfth - Take ad imagery

Thirteenth - Lastly, record the respondent profile data. Though, since this is your college assignment, you can skip this part. But it's always a good idea to take these information in case you want to look at your data by different breaks later on.

Note - You cannot do this by submitting your questionnaire on a website like IF. Questionnaires have a certain flow and it's very important that respondents don't see the questions that are going to come. If you want to conduct an online survey then use some website like surveymonkey.
But the best way to learn will be to make your questionnaire and then go out and conduct the interviews face to face.

If you're wondering how these questions will help and how to use the data that you will be collecting then you can ask me later on, once you've collected the data.

Edited by souro - 15 years ago

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452840

Suspended

Posted: 15 years ago

It's Important for the celebrities to endorse sensible products!!!
There responsibility to Lead the youth to the correct path............

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visrom

@visrom

Stunner

+ 4

Posted: 15 years ago

#10

1.) Do you drink cold drinks?

Yes, but not aerated. I am ok with Slice, Tropicana etc.

2.) Do you buy cold drinks for self/ others?

Yes, but not aerated

3.) While buying a bottle of a cold drink, what do you look out for , as a consumer, that attracts you towards purchasing the product?

o Favorable image of the company in the market

4.) If being a marketer, I had to advertise my product, viz, a bottle of cold drink, say X, which of the following options would you recommend?

o Go ahead with normal advertising, without involving any celebrities

Why? Celebrities endorse any product that pays them. I am absolutely against SRK endosring a fairness product. (No offence to his fans). So I don't buy a product because so-and-so endorses it. I would look at showcasing the features of the product.

I'll add a bit more to this. While I was studying Marketing management, I came across a case study on Amitabh Bachchan endorsing a popular paint. A group of people were asked as to which is the paint which Mr Bachchan endorses. And more than 70% of the people answered that it was Asian paints. Well, it was wrong. Mr Bachchan had endorsed Nerolac paints.. What happened in this case was the the celebrity was bigger than the brand itself. People's attention was on the celebrity and they paid little attention to the brand.

I would anyday prefer a well-made ad with normal people to whom we can relate ourselves. Some of the old ads of the 80's on DD which are put up on youtube are classic examples. ( ECE bulb, Humara Bajaj scooter, and a lot more)

______________________________________________________________________________________________________________________________________________________

5.) Do you believe that celebrity endorsements today has become one among the prime necessities for launch of thematic campaigns relating to a particular brand?

No.

Boost had celebrities endorsing it, but Bournvita and Horlicks have no celebritites.

6.) Is it easy for you to recollect a brand associated with a certain celebrity? Can you name a few?

As I mentioned above, sometimes the celebrity becomes bigger than the brand. But I can recollect a few.

Aish and Abhishek - Lux

Abhishek -Idea

Sachin and Dhoni - Boost

Amitabh Bachchan - Navratna Tel ( a lot more old ads, but this one is fresh in my mind)

Sachin - Airtel(previously) and Reliance Mobile (Now). Talk of brand loyalty..😆

Dhoni - Some petrol/fuel. Was it Indian Oil? (look, I don't remember which one...here's where the celebrity is bigger than the brand and the brand fades into insignificance)

SRK - Fair and Handsome (ethically incorrect according to me)

7.) Wouldn't celebrity endorsements try in dominating the product features and attributes, by primarily highlighting the celebrity image hereby attached to the product?

o Yes. Definitely.

8.) "Celebrity endorsements have become monotonous" Agree or Disagree? Why?

Agree. It gets boring to see the same face endorsing so many products. We forget what they are endorsing. When they jump to a rival brand as soon as their contract ends we are not sure about their credibility. Sachin and Airtel and Reliance are classic examples.

___________________________________________________________________________________

9.) Which of the two contradictory quotes do you agree with:

b) "The soul of a brand, still remains to be, its distinct and unique features"

I agree with B - anyday.

Edited by visrom - 15 years ago