Why celebrity endorsements works in advertising

Why people buy celeb endorsed products and why they don’t try new products launched by new entrepreneurs? This question often comes to our minds.

Q 1: Why people like to buy celebrity endorsed products or services?

Ans: Buying endorses products fulfill the aspiration of the consumer. The consumer thinks that I can’t be Shahrukh Khan or Aishwarya Rai, but I use the product they use. I feel like being them.

Q 2: Why people don’t buy new products of unknown entrepreneurs?

Ans: “Taking a decision” is the toughest thing for most of us. No one likes to decide and always wants someone else to choose for them – a friend, relative, Expert, or other people like us (other consumers).

My business is part of a WPP Company known as Buchanan, which uniquely uses expert endorsement through it’s TV Advertisements and has created its third party authorities like Brand Power and Medifacts.

No wonder our TV advertising tools, Brand Power and Medifacts rocks even after more than 25 years. Because they help consumers make buying decisions in favor of brand which appears in these TV Ads. 

Here are two examples of how the Grocery Store Authority, like Brand Power, helps consumers make a buying decision favoring brand advertised, in this case, Dabur Amla Hair Oil. 

Brand Power TV ad for Dabur Amla Hair Oil:

And here is example how Medifacts advertising uses Expert Advice in promoting brand:

Medifacts TV Ad for Himalaya Sensitive Toothpaste:




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