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And Now, A Word From Our Sponsor: Group - 03

The document discusses the pros and cons of using a celebrity endorsement in a television news program to advertise a pharmaceutical company's arthritis drug. Some benefits include increased brand awareness, credibility from a celebrity endorsement, and influence over consumers and brand switching. However, there are also legal issues with misleading consumers, a lack of control over what the celebrity says, and one-time exposure missing some audience members. It concludes that using a celebrity to communicate the drug's compelling message in a story format within a news segment could be a viable solution for the company to break through marketing clutter and increase brand recall, pending vetting of the celebrity's match to the product, audience and advertising idea.

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46 views3 pages

And Now, A Word From Our Sponsor: Group - 03

The document discusses the pros and cons of using a celebrity endorsement in a television news program to advertise a pharmaceutical company's arthritis drug. Some benefits include increased brand awareness, credibility from a celebrity endorsement, and influence over consumers and brand switching. However, there are also legal issues with misleading consumers, a lack of control over what the celebrity says, and one-time exposure missing some audience members. It concludes that using a celebrity to communicate the drug's compelling message in a story format within a news segment could be a viable solution for the company to break through marketing clutter and increase brand recall, pending vetting of the celebrity's match to the product, audience and advertising idea.

Uploaded by

Khushboo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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And Now, a word from

our sponsor

Group - 03
Chayanika (18) | Kunwar Prateek (28) | Natasha (32) | Rumy (44) | Komal (139) | Brandon (346)
1 Pros 2 Cons
Legal Issue: It is a violation of FTC ACT for
Increased Brand awareness & Recall
an advertiser to use a format that would
A celebrity endorsement can help build trust and
mislead consumers into believing an ad is
credibility with current as well as potential
actually an independent news program
customers because viewers won’t take it as a paid Ethical Issue: Ethically wrong to make the
advertisement celebrity speak only positives of the product
Highly influential: Endorsements might also Lack of Control: Even after paying $1
influence the consumer's desire for a product million, the company shall not have any
Brand switching: Since, she is going to share her control about what she says during the live
own experience with the product, it might attract show
new customers to a brand that otherwise may not One time exposure meant that chances of it
have held any interest for the consumer being missed by a certain portion of the
Targeted campaign: The firm will have better audience was high
control on choosing its audience, since it would be Risk of creating a customer base for the
featured in a news channel in a segment for upcoming generics by educating people about
arthritis their treatment options
Need Solution Viability

 Bryant Pharma desperately


Product communications with a
needs to break through the However, whether she is the
traditional marketing compelling message embedded
practices which are not perfect celebrity should be
in the story are less likely to be
helping it gain any attention cross-checked on criteria like
in the market ignored.
Celebrity-Product match;
Hiring Jeanne Alyson can be a
 There is an acute need to Celebrity-Target audience
increase brand recall, so viable option. It can be a very
coming up with something match; Celebrity popularity and
effective method of dealing with
out of the ordinary is Fit with advertising idea
essential to break the clutter. zapping.

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