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The Associative Network Model suggests that information inconsistent with an individual's schema may be quite salient and information will, therefore, be attended to more closely and be processed more deeply. Therefore, this information would be
conceptually linked to a larger number of items in the memory, compared to a piece of information that is consistent with the schema.

While the Schema-Pointer + Tag Model proposes that consistent or typical items are encoded in terms of a "pointer" to a generic schema that contains the typical components and relationships for that particular knowledge domain. The atypical or incongruent items are, on the other hand, encoded with a rather distinctive "tag" and stored as a unique, separate unit. This leads to higher recalling for incongruent items than for typical items. And empirical researches confirm significantly higher recalling when the image of the celebrity is congruent with the brand image. Therefore, celebrity management is very important for the success of any brand.

"If commerce is the engine of our economy, then advertising is the spark. Responsible advertisers are the drivers who keep us on the right track, leading to a richer, more benevolent society."

- Brian Philcox

6. Celebrity Selection

There are various scientific ways in which the right celebrity is selected for the product endorsement, which are discussed here after

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* Contributed by -
Sohag Sarkar,
IBM Global Services (India) Pvt. Ltd.,
Bhopal (MP).