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A) Objective of Endorsing

Breaking the clutter: When the objective is to break the clutter among the deluge of advertisements, the impact on the brand will depend on the kind and quality of the message conveyed to the consumer. The celebrity is used to garner attention.

TOMA: Endorsement for this particular reason might give you the brand recall hence having significant positive impact on the brand. The celebrity should be used to catch the attention of the viewer and associate him/her with the brand.

Celebrity used to represent or pass on attributes: The use of celebrity in such a situation should be linked with the objective and the strategies of the organization promoting the product. If the objective is to portray leadership then the celebrity chosen should reflect the same or else there would be no impact or possibly a negative impact on the brand. Example: If it is expected to portray stability and dependability Rahul Dravid is a good choice. This is further substantiated by a study by Misra which talks about perceived fit between brand and celebrity image (refer to the appendix).

To achieve the objectives of the communication, attribute match-up should be done with great care. The steps are as below: -