Trustworthiness: For example - Legendary actor Amitabh Bachchan who is an icon of trust; promoting ICICI Bank.

Expertise: For example - Golfer Tiger Woods for a sports brand.

Attractiveness: For example - Tennis player Anna Kournikova who earns 10 Million dollars per year in just endorsement.

Respect: For example - Former Miss World Aishawarya Rai and the Eye donation campaign.

Similarity: For example - a child artist promoting a chocolate brand.

A celebrity scoring high on all the above attributes can turn out to be a good endorser for the brand under question.

6.3. The No TEARS Model

The "No TEARS" approach is a tool for managers and their advertisers how to go about selecting celebrities so as to avoid the pitfalls from making an unwise decision. It gauges the following information: -

celebrity & audience match up,

celebrity & brand match up,

celebrity credibility,

celebrity attractiveness,

cost consideration,

a working ease and difficulty factor,

an endorsement saturation factor,

a likelihood-of-getting-into-trouble factor

Next

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