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Definition of 'Endorsements'


Definition: Endorsements are a form of advertising that uses famous personalities or celebrities who command a high degree of recognition, trust, respect or awareness amongst the people. Such people advertise for a product lending their names or images to promote a product or service. Advertisers and clients hope such approval, or endorsement by a celebrity, will influence buyers favourably. For example, Sachin Tendulkar endorsing motorcycles and biscuits can influence young men or children who look to him as role model.

Description: Such advertising connects with a lot more people than ordinary advertising can, because people will notice celebrities, famous personalities and role models even from a vast clutter of noise, people or products. Such ads work well for aspiration products or lifestyles.

Endorsements can confer on a brand a larger-than-life image, and if the advertising follows the current celebrities and personalities, the endorsement can last quite long. Lux is an example, which is endorsed by all the leading actresses of the generation, helping greatly to keep Lux a relevant and attractive brand even as consumers change.
The more famous or celebrated the endorser, the more expensive can it be to use that personality for a product.

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