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Celebrity Endorser “ BLESS” ?????? Made by: 315051088 M. Setiawan Kusmulyono 315051028 Megawati 315051041 Milka Gracia 315051026 Raditya Dwi Putra PRASETIYA MULYA BUSINESS SCHOOL For Consumer Behavior Debate or “ CURSE”
Celebrity is a famous person, especially in entertainment or sports , such as movie stars, TV personalities, popular entertainers, and sport icons. Endorser is a person who expresses support for someone or something, especially in public . dEfiNiTiOn
Guess the Ad!!!!!
Reference Group & Family Influences Celebrity is one of reference group appeals Indirect reference group ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Celebrity endorser could attract their symbolic group Example: Deloners, Sahabat Peter Pan, Bala Dewa
Consumer Motivation GOALS Generic Goals Product Specific Goals I want to be like Dian Sastro I want to have a beautiful skin POSITIVE MOTIVATION NEGATIVE MOTIVATION Ex: Yamaha : “Yang Lain makin ketinggalan” Force away some object or direction Force toward some object or direction Rational VS Emotional Motives Endorser is used for emotional Ex : Indomik : “Belajar dan minum susu”
Consumer Perception Sensation Sensory Receptor Subliminal Perception Ex: Tag Heuer in James Bond
Communication proccess The Message Initiator (Source) Credibility – Celebrity Endorser ,[object Object],[object Object],[object Object],Physically attractive celebrity ,[object Object],[object Object],[object Object],[object Object]
CELEBRITY ENDORSER WOULD BE BLESS FOR THE MARKETER

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Celebrity Endorser

  • 1. Celebrity Endorser “ BLESS” ?????? Made by: 315051088 M. Setiawan Kusmulyono 315051028 Megawati 315051041 Milka Gracia 315051026 Raditya Dwi Putra PRASETIYA MULYA BUSINESS SCHOOL For Consumer Behavior Debate or “ CURSE”
  • 2. Celebrity is a famous person, especially in entertainment or sports , such as movie stars, TV personalities, popular entertainers, and sport icons. Endorser is a person who expresses support for someone or something, especially in public . dEfiNiTiOn
  • 3. Guess the Ad!!!!!
  • 4.
  • 5.
  • 6. Consumer Motivation GOALS Generic Goals Product Specific Goals I want to be like Dian Sastro I want to have a beautiful skin POSITIVE MOTIVATION NEGATIVE MOTIVATION Ex: Yamaha : “Yang Lain makin ketinggalan” Force away some object or direction Force toward some object or direction Rational VS Emotional Motives Endorser is used for emotional Ex : Indomik : “Belajar dan minum susu”
  • 7. Consumer Perception Sensation Sensory Receptor Subliminal Perception Ex: Tag Heuer in James Bond
  • 8.
  • 9. CELEBRITY ENDORSER WOULD BE BLESS FOR THE MARKETER