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Group - 03
Chayanika (18) | Kunwar Prateek (28) | Natasha (32) | Rumy (44) | Komal (139) | Brandon (346)
 1 Pros
Increased Brand awareness & Recall
A celebrity endorsement can help build trust and
credibility with current as well as potential
customers because viewers won’t take it as a paid
advertisement
Highly influential: Endorsements might also
influence the consumer's desire for a product
Brand switching: Since, she is going to share her
own experience with the product, it might attract
new customers to a brand that otherwise may not
have held any interest for the consumer
Targeted campaign: The firm will have better
control on choosing its audience, since it would be
featured in a news channel in a segment for
arthritis
2 Cons
Legal Issue: It is a violation of FTC ACT for
an advertiser to use a format that would
mislead consumers into believing an ad is
actually an independent news program
Ethical Issue: Ethically wrong to make the
celebrity speak only positives of the product
Lack of Control: Even after paying $1
million, the company shall not have any
control about what she says during the live
show
One time exposure meant that chances of it
being missed by a certain portion of the
audience was high
Risk of creating a customer base for the
upcoming generics by educating people about
their treatment options
 Need
 Bryant Pharma desperately
needs to break through the
traditional marketing
practices which are not
helping it gain any attention
in the market
 There is an acute need to
increase brand recall, so
coming up with something
out of the ordinary is
essential to break the clutter.
Solution Viability
Product communications with a
However, whether she is the
compelling message embedded
perfect celebrity should be
in the story are less likely to be
cross-checked on criteria like
ignored.
Celebrity-Product match;
Hiring Jeanne Alyson can be a
Celebrity-Target audience
viable option. It can be a very
match; Celebrity popularity and
effective method of dealing with
Fit with advertising idea
zapping.