Question

understand person marketing and how it is used?

Answer 1

Marketing can be defined as analysing the needs and wants of the customers and satisfying those demands better than the competitors.

Person marketing is a type of marketing activity. The aim of personal markekting is to attract the attention, interest and preference of a target market towards a particular person. It is also known as "people centric marketing". In other words, we can say that person marketing is using the celebrities to endorse a product.

CELEBRITY ENDORSEMENT - It is the practice of using celebrirty and their marketing value for marketing a product or more specifically creating a brand association of the product with the customer.

The use of celebrities to generate greater attention for a given product or service is multifaceted in both the manner in which these endorsements are obtained and the returns for the business they promise.

For example - Brands such as Nike, Addidas, Puma etc prefer sports personalities to promote their product because the products are sports accessories such as different shoes for each sport.

Similarly cosmetic brands would like to choose top actress and models who are global icon and represent their cosmetics to the customers and create an impression that if we can look so beautiful by using these products so why not you.

L'oreal was endorsed by Aishwarya Rai Bachchan, the former Miss World and and later by Freida Pinto and Sonam Kapoor, the global youth icons is a perfect association of a brand with the customer using a person.

Advantages of Person Marketing

• Brand association
• Easy way of gaining attention towards a new product.
• Trust and relationship on the celebrity by the customer works in favour of the brand.
• Less time taken to position the product.

Disadvantages include high cost which every company cannlot afford.