Avinash Pandey Star News Reviews on Celebrity Marketing on TV

Companies use a effective way of marketing and branding their products on TV by getting the celebrities to endorse them. Avinash Pandey, the marketing professional with many years of experience with Star News and now the COO of ABP News says that he has seen many new products becoming major brands by using the technique of celebrity marketing. This is seen as an effective way of marketing and branding because TV is the most powerful medium to increase the popularity of a product. Besides, celebrity branding further increases the viewership of the advertisement manyfolds because of the presence of the celebrity in the TV advertisement. 

It is suggested by marketing professionals that since it’s difficult to get a slot on prime time major TV channels, it’s advisable to begin at a small level and work one’s way up by persistent efforts. It makes good sense to first appear on the small, local TV Channels for interviews, talk shows, programme hosts and for entertainment programmes such as musical shows, travel talks etc. These TV shows introduce the person as the maker of a certain product to a local audience. By constantly appearing on these small channels, there is a good possibility that the viewership of the product and its maker will grow in size. Then, in a few years’ time, one can get a slot on a major prime time TV show. From this point onwards, one can keep on using the celebrities to endorse the product.

A basic rule about appearing on TV shows is to constantly using the same style for the products, so that the branded image gets fixe in the minds of the viewers. It is not a good idea to keep on changing the visual effect of presenting the product in different branding styles. Another rule is that the celebrity should constantly use the product, to make the advertisement credible for the viewers. The same celebrity should be repeatedly used for endorsing of a single product. This further helps in the branding of the product.

In the end, it must be stressed that viewers can be brought to look at the advertisements by using celebrities in these ads, but they cannot be made to buy the products just because some celebrity is endorsing it. Ultimately, the sale of the product will depend upon the quality of the product and on how pleased the initial buyers are with the products. It must be remembered that clients are intelligent people and they can assess the value and quality of a product on their own, regardless of whether a celebrity endorses it or not. It makes good sense to treat one’s clients as intelligent and give them a fair due in quality. This will sustain the popularity of the product in the market. But if the product is mediocre, then sale will increase in the first few rounds, but afterwards people will know to avoid this product. Hence, Avinash Pandey  the COO of ABP News cautions about over-dependence on celebrity marketing for the sale of a product. 

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