Celebrities' Influence on Brands' Performanace
Example of ad campaigns featuring celebrities, which resulted in brand building and growth in volumes.
Cadbury's and Amitabh Bachchan : The commerical, a testimonial by Bachchan on a factory visit, was launched to rebuild the trust in the brand. Twelve weeks after the campaign was launched, the sales reached `99` per cent of volumes prior to the worm crisis. Big B's presence helped the company to get media coverage that added to the campaign's impact.
Santro and shah Rukh Khan : Shah Rukh was roped in Santro ad to strike an immediate bond with the consumers. Shah Rukh Khan is an unconventional superhero with a quirky acting style that matched the image of Santro.
Titan and Aamir Khan : Both are considered to be Indian icons and have made a mark internationally, the obession with detail is common to both, as also a sense of style. the Mangal Pandey look, which was unconventional, made the advertisement stand out, along with the fact that Aamir is less exposed than the other celebrities.
Munch and Rani Mukherjee : The campaign for Munch was aired on TV roped Rani Mukherjee to give ''a big brand feel ". The company got incredibly good result in recall and the ad was a big hit with kids. Rani was used as a consumer and not as a filmstar.
Sachin Tendulkar and Boost : Reasearch indicated that the brand 's association with Sachin has consistently been successful in strengthening the brand's core values and building brand stature. Kids look up to Sachin as a true hero, want to emulate everything that he does and can't seem to get enough of him.
While advertising is benefical to marketers, it has certain limitations also. Discuss.

Explanation

Limitations of Advertising
`(i)` Less forceful It is an impersonal form of communication. It is less forceful, as there is no compulsion on the prospects to pay attention to the message.
`(ii)` Lack of feedback It is difficult to evaluate the impact of advertising message as there is no immediate and accurare feedback mechanism available.
`(iii)` Inflexibility It is not flexible, as the message once fixed, can't be altered again and again as per the needs of customers.
`(iv)` Low effectiveness Large number of advertisiments have created a difficulty in making the people pay attention to the message.