20 points model for the selection of the celebrity in the ads.

20 Points Model For The Selection Of The Celebrity In The Ads

In every minute, every person sees and hears about the feature of different products which we called the advertisement. And these advertisements attract them. In modern world there are many advertisements and because of this it ,is hard for the companies to create something new for their advertisements. That’s why the companies use the celebrities in their ad to attract the people.

The people who are well recognized are known as celebrities. Because of unique lifestyle, some extraordinary achievements they are different from the other people. Celebrities include actors (Shan, Fawad Khan, Hamza Khan, Fahad Mustafa), actresses (Reema, Saima, Saba Qamar, Ayesha Omer),directors (Danish Nawaz, Nabeel, Sangeeta), sports persons (Assam-Ul-Haq, Shahid Afridi, Jahangir Khan), anchors (Javeed Iqbal, Aniq Naji, Talat Hussain), hosts (Mani and Hira, Tariq Aziz, AAmir Liaquat Hussain), political persons (Asif Ali Zardari, Imran Khan, Nawaz Sharif), writers (Umaira Ahmad, Zafar Mairaj, Mumtaz Mufti), poets (Ahmad Faraz, Raees Warsi, Zafar Iqbal) etc.

The company selects the celebrity because of their glamour and positive image to endorse its brand so that it is called celebrity endorsement. The uses of the celebrities in ads have a great impact on the consumers or viewers mind.

McCracken's (1989) definition of a celebrity endorser is, "any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement (marcoms), is useful, because when celebrities are depicted in marcoms, they bring their own culturally related meanings, thereto, irrespective of the required promotional role."

Because of the celebrity endorsement the brand becomes famous. There should be the accordance between the celebrity & brand. A celebrity can enhance or spoil the image of brand. the According to the Debiprasad Mukherjee there is a 20 points model for the selection of the celebrity in the ads.

The celebrity endorsement trend is increasing day by day that’s why the banking sector is also use the celebrities for endorsement of its products and services. The aim behind the endorsement is to establish a strong brand image, to attract the viewer, to show that the quality of the product is too good and famous persons also use it. In Pakistan it is common trend that people try to use or buy that thing which has endorsed by the celebrity.