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With the gorgeous Aishwarya Rai entering the Bachchan family-fold, the Bachchan brand value has

now crossed the above Rs 700 crore mark.

According to financial analysts and trade experts, the Bachchan brand value is worth Rs 700 crore as

Bollywood mega superstar Amitabh Bachchan and his son Abhishek Bachchan are brand ambassadors

for various products.

Ash, becoming a part of the family now, could add to that value by several crores.

Among the actors who endorse products, Bachchan, Aamir Khan and Shah Rukh Khan are the highest

paid stars who charge between Rs 4-5 crore for a single brand.

Ash, who was chosen by Time magazines Asia edition as one of Asias 100 most influential people, is

the brand ambassador for products like LOreal, Nakshatra Diamonds and Lux, to name a few.

Bachchan endorses products such as Reid & Taylor, ICICI Bank, Nerolac, Dabur India, Pepsi, Parker

pens and Cadbury chocolates.

Abhishek endorses Ford Fiesta, Omega, Radio Big 92.7 FM, Motorola, LG Home Appliances, and

American Express, among others.

Bachchan charges upto Rs 5 crore per ad, followed by Ash with Rs 3 crore per ad while Abhishek is not

far behind. Abhisheks brand value has recently gone up after delivering hits like Guru and Bunty Aur

Babli .

The three stars have their own clientele and cashing in on the marriage, LOreal has introduced a

limited edition lipstick shade under its colour riche range, tender beige for their brand ambassador

Ash.

This is the first time we have done something like this. We have never done this before, says a

LOreal spokesperson. The lipstick will be launched later across the country.

The more the Bachchans keep the marriage details a secret, the more people are going crazy. Brands

are falling over each other to get the elusive Bachchans and their new bahu together.

Some of the other cricketers/ filmstars who have their own successful brands include Kajol and Ajay

Devgan , M S Dhoni, Sachin Tendulkar, Rahul Dravid and Akshay Kumar to name a few.

The Bachchans have a huge fan following and whatever they do, fans emulate them. The products

endorsed by them will be purchased by fans, adman Prahlad Kakkar said.

According to the trend today, filmstar marriages not only have entertainment value but are profitable

business ventures worth several crores.

The case in point being the recent Elizabeth Hurley - Arun Nayar wedding held in Jaipur, the rights of

which were sold to Hello! magazine for one million pounds.

But amidst all this the Bachchans are the main beneficiaries who will be laughing all the way to the

bank.

Impact of Celebrity Endorsement on Overall Brand

By

Sanyukta A. Kulkarni

Sahir U. Gaulkar

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PGDBM1 2005-07

Welingkar Institute of Management Development & ResearchL. Napoo Road, Matunga (CR), Mumbai±400 019

E-mail: [email protected] / [email protected]

Synopsis

Today 'Celebrity Endorsement' has attracted immense debate on whether it reallycontributes to the brand building process or whether it is just another lazy tool to

make the brand more visible in the minds of the consumers. Although it has been

observed that the presence of a well-known personality helps in solving theproblem of over-communication that is becoming more prominent these days,

there are few undesirable impacts of this practice on the brand. The theories like

'Source Credibility Theory, Source Attractiveness Theory and Meaning TransferTheory' provide a basis on which the methodology of cel ebrity endorsement

works and also explains how the process of the celebrity endorsement influencesthe minds of the consumers. Firms invest huge amounts as advertisingexpenditure for hiring the right celebrity. However there lies uncertainty withrespect to the returns that the company might be able to garner for the brand.The issue of matching the values of the celebrity with the brand values is alsovery important, i.e. getting the right celebrity to endorse the right brand.

Consumers perceive the brand as having superior quality because it has beenendorsed by a credible source. This makes endorsement as one of the indictors of

quality for any brand. Corporate credibility along with endorser credibility plays a

significant role in the attitude of the consumer towards the brand and theadvertisement respectively. On the other hand, the over popularity of the

celebrity sometimes overshadows the brand. If the celebrity is involved inmultiple endorsements, it tends to create confusion among consumers and hencenegatively affects the perception of the advertisement and the brand. Hence, tosay clearly whether the practice of celebrity endorsement impacts positively or

negatively to the brand still remains a debate.

Introduction

The society that we live in can not only be called secular or democratic, it should

be more appropriately termed as over-communicated these days. A typical super-

market in USA displays more than 12000 brands, an American family has at leastone television set and a consumer is exposed to around 1000 ads per day1.

Likewise, there are around 130 television channels in India broadcasting over 3

million television commercials each year in India. The media-explosion can thusbe easily demonstrated. More over, people forget 80% of the information in just

24 hours! Just imagine the plight of the marketer to make his brand shout over

the deafening clutter of all the brands! Some where in the 80's, Indian marketersfound the solution, 'Celebrity Endorsement' for the brand!

Firms endorse celebrity for a variety of reasons. It might be the life experience of

the celebrity that fits the advertising message or the endorser's high appeal withthe firm's consumer target group. Studies associated with the market effect of

celebrity endorsement suggest that consumers positively value the use of

celebrity endorsers in the advertisements. Firms invest significant money inputting together brands and organisations with endorser qualities such as

attractiveness, likeability, and trustworthiness. But today's dynamic market

conditions make these investments unviable. In this paper we are attempting to

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discuss the positive and negative effects of celebrity endorsement with few

examples.

History

Celebrities are involved in endorsing activities since late nineteenth century2. Theadvent of celebrity endorsements in advertising in India began when Hindi film

and TV stars as well as sportspersons began encroaching on a territory that was,until then, the exclusive domain of models 3. One of the first sports endorsements

in India was when Farokh Engineer became the first Indian cricketer to model for

Bryl cream. The Indian cricket team now earns roughly Rs. 100 crore throughendorsements. There was a spurt of advertising, featuring stars like Tabassum

(Prestige Pressure Cookers), Jalal Agha (Pan Parag), Kapil Dev (Palmolive

Shaving Cream) and Sunil Gavaskar (Dinesh Suitings).

Mechanism and Theories of Celebrity Endorsement

Celebrity endorsements give a brand a touch of glamour and the hope that afamous face will provide added appeal and name recognition in a crowdedmarket. In the battle for the mind, you get the customer excited by showing him

a known face, and an effective demand is created. In short it helps increase therecall value of the brand. A piece of research states that the target audience age

group of 15-30 gets influenced first by cricketers, then Bollywood stars and onlythen music, festivals and food4.

According to Source Credibility Theory 5, acceptance of the message depends on'Expertness' and Trustworthiness' of the source. Expertness is defined as the

perceived ability of the source to make valid assertions. Trustworthiness isdefined as the perceived willingness of the source to make valid assertions.

Audience acceptance increases with the expertness of the source and the ability

of the audience to evaluate the product.

According to Source Attractiveness Theory , which is based on social psychological

research, the acceptance of the message depends on familiarity, likeability andsimilarity. Familiarity is the audience's knowledge of the source through

exposure; likeability is the affection for the source's physical appearance andbehavior while similarity is the resemblance between source and receiver. This

theory explains the message acceptance in two ways: Identification andConditioning. Identification is when the receiver or the target audience of the

communication begins to identify with the source's attractiveness, and hence

tends to accept his opinions, beliefs, habits, attitudes etc. On identification, aquote from Bijou Kurien, COO, Titan, "We decided on Aamir because we wanted

someone who is a biticonic, who is style-conscious himself, and somebody whocuts across both sex and age group, between urban and rural India. A celebritywho is mouldable and who is not over-exposed". Conditioning is when theattractiveness of the source is supposed to pass on to the brand after regular

association of the source with the brand.

Grant McCracken6 has criticized the previous two theories and proposed theM eaning Transfer Theory . The theory explains that a celebrity encodes a unique

set of meanings which if well used can be transferred to the endorsed product.Such a transfer takes place in three stages ± encoding meanings, meaning

transfer, meaning capture (Figure 1).

I. Encoding Meanings: Each celebrity has a unique set of meanings, which can be

listed by age, gender, race, wealth, personality or lifestyle. In this way, the

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celebrities encode a set of meanings in their image. For example Preity Zinta can

be seen as a lively, charming, bubbly, witty and enthusiastic.

II. Meaning Transfer: This stage transfers those meanings to the product. When

skillfully portrayed, celebrities can communicate this image more powerfully thanlay endorsers.

III. Meaning Capture: This assumes that consumers purchase products notmerely for their functional value but also for their cultural and symbolic value.The theory says that consumers buy the endorsed product with the intention of capturing some of the desirable meanings with which celebrities have passed on

to the product. This is more eminent in lifestyle products like clothes, perfumes,cell phones etc.

Discussion

Does celebrity endorsement really work? Theoretically yes, because the qualitiesassociated with the endorser are associated with the brand and the brand

therefore remains at the top of the consumer's mind. However one needs torealize that the impact of an endorser cannot be sustainable in all productcategories and in all the stages of brand life cycles. It really depends upon thetype of product. If it is a 'functional brand', then the product itself is the hero.Here any celebrity association with the brand without corresponding performance

of the product will not be sustainable. While incase of 'image brands', like thecategories of soaps, soft drinks, cigarettes etc., where it is difficult to distinguishbetween the products, celebrity endorsements help to distinguish between thebrands at an emotional level. A research conducted by Synovate7, a global

market research firm, revealed that 47% people would be more likely to buy abrand that was endorsed by their favorite celebrity.

Pepsi Co. has used a variety of celebrities including Aishwarya Rai, HrithikRoshan, Amitabh Bachchan, Kareena Kapoor, Rahul Khanna, Fardeen Khan,

Sachin Tendulkar etc. Amongst advertisements featuring celebrities, Pepsi topsthe heap with the highest recall of 70%, while arch rival Coke is lower across all

markets with 52% recall. This proves that Pepsi has really exploited the use of celebrities in their advertisements and has worked8.

Hindustan Lever's 'Lux' soap in India has been using popular film actresses to

endorse the soap since its launch four decades ago implying that they owe their

stunning looks to the brand. This consistent message hence reinforces the brandvalues and has been successfully able to position the soap rightly as the 'beauty

soap'9 .

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It would be difficult to judge the direct effect of celebrity endorsement on the

sales or profits of the company. On Amitabh Bachchan endorsing RIN, an HLLspokesperson says that it was too early to gauge the success of 'Rin' in terms of

sales and that though Dabur healthcare products' sales had improved, the

increase could not be solely attributed to him10. Similarly, there are also caseswherein there was a dramatic change in the sales figure after the endorsements.

For example Rahul Malhotra, Associate Director Marketing, P&G India quotes

"Certainly, it has helped us promote our brand 'Head & Shoulders'. Last year, wewere ranked as No. 2 and this year we are market leaders in this segment with

over 45% market share".

D. Garg, Vice-President (Marketing), Dabur India Ltd quotes, "A celebrity doeshelp in increasing brand sales, but only if he/she is selected carefully and used

effectively. The personality of the brand and the celebrity have to complement

each other and the selection of the celebrity is, therefore, very important."

Positive Impacts of Celebrity Endorsement on the Brand

Approval of a brand by a star fosters a sense of trust for that brand among thetarget audience. This is especially true in case of new product11. Celebrities

ensure attention of the target group by breaking the clutter of advertisementsand making the advertisement and the brand more noticeable. A celebrity's

preference for a brand gives out a persuasive message and hence, because the

celebrity is benefiting from the brand, the consumer will also benefit. There is ademographic and psychographic connection between the stars and their fans.

Demographic connection establishes that different stars appeal differently to

various demographic segments i.e. age, gender, class, geography etc., whilepsychographic connection establishes that stars are loved and adored by their

fans. Some stars have a universal appeal and therefore prove to be a good bet to

generate interest among the masses. Another invaluable benefit from celebrityendorsements is the public relation opportunities.

Dwane Hal Dean12 studied the effects of three extrinsic advertisement cues viz.

third party endorsement, event sponsorship and brand popularity on brand /manufacturer evaluation. It was observed that endorsement significantly affected

only product variables (quality and uniqueness) and one image variable (esteem).

The third party endorsement hence may be perceived as a signal of productquality.

Goldsmith et al .13 assessed the impact of endorser and corporate credibility on

attitude-toward-the-ad, attitude-toward-the-brand, and purchase intentions. 152

adult consumers were surveyed who viewed a fictitious advertisement for MobilOil Company. They rated the credibility of the ad's endorser, the credibility of the

company, and attitude-toward-the-ad (Aad), attitude-toward-the-brand (AB), and

purchase intentions. It was observed that endorser credibility had its strongestimpact on Aad while corporate credibility had its strongest impact on AB. The

findings suggest that corporate credibility plays an important role in consumers'reactions to advertisements and brands, independent of the equally important

role of endorser credibility.

Looking at the effect of celebrity endorsement on the wealth of a company a

classic example of Michael Jordan can be used. At the time of rumors of MichaelJordan returning to NBA in 1995, he was endorsing products of General Mills

(Wheaties), Mc'Donalds (Quarter Pounders, Value Meals), Nike (Air Jordan),Quaker Oats (Gatorade) and Sara Lee (Hans Underwear). Study conducted byMathur et al .14 associated with Jordan's endorsements shows that the anticipation

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of Jordan's return to NBA, and the related increased visibility for him resulted in

increase in the market adjusted values of his client firms of almost 2 percent, ormore than $1 bn in stock market value. From this study one can observe that the

major celebrity endorser with rumors or otherwise has a tremendous potential to

influence the profitability of endorsed products.

Semi-partial endorsement indicates that when a company uses famous characters

from any TV soaps for brand endorsements, consumers tend to relate to thecharacter that he or she plays in the soap and hence can attract more credibility.For example, Smriti Irani who plays 'Tulsi' in a famous soap has garnered a lot of support from the middle-class housewife today. If she would endorse a brand,

there would be more relativity and credibility. Same can be said about PriyaTendulkar who used to play the character of Rajani.

Negative impacts of Celebrity Endorsement on the brand

More often talked about is the extreme usage of a celebrity called 'lazy

advertising', that is inadequate content masked by usage of a celebrity15 . A good

example is the use of Boris Becker by Siyaram and Steve Waugh by ANP Sanmar.Also as said earlier, associating with a star, in itself does not guarantee sales.

There is also the fear of Brand-celebrity disconnect which points out that if thecelebrity used represents values that conflict with the brand values, the

advertising would create conflict in the minds of the target audience.

Clutter in brand endorsements is very prominent these days and such kind of

over-exposure can be bad for the brand as the recall value drops by a hugemargin. A popular drawback of celebrity endorsement is the 'Vampire Effect' or

the celebrity overshadowing the brand16. Some viewers forget the brand that a

celebrity is approving. Others are so spellbound by the personality of the celebritythat they completely fail to notice the brand being advertised. Two new

drawbacks can be seen these days what marketers call Celebrity Trap and

Celebrity Credibility17. Celebrity trap is when the celebrity becomes an addictionfor the marketing team and the task to find substitutes becomes more and more

difficult, leading to surfeit of celebrities. Celebrity credibility refers to skepticismby the consumers regarding the celebrities, especially when there is anything

negative regarding the celebrity associated with the brand in the news, then

brand is bound to be affected. For example, Air Jordan's generated revenue salesof $130 million in the first year. The sales dropped miserably in the second year

when Jordan missed 62 games due to a broken foot18. Another main worry of the

advertisers is that their celebrity endorser would get caught in a scandal or anembarrassing situation.

Multiple product endorsement also has a negative impact on customers'

purchasing intentions. Tripp et al.19 investigated the effects of multiple product

endorsement by celebrities on customers' attitudes and intentions. They foundthat the number of products a celebrity endorses negatively influences consumer

perception of the endorser and the advertising itself. It was suggested that whenas many as four products are endorsed, celebrity credibility and likeability, as well

as attitude towards the ad, may attenuate.

Superstar Amitabh Bachchan endorses multiple brands like Pepsi, Mirinda, ICICI,

BPL, Parker pens, Nerolac, Dabur, Reid & Taylor, Maruti Versa, Hajmola, Tide,Cadbury and a few social messages. It has worked in some cases, while in some

cases it has not. D. K. Jain, Chairman and President, Luxor Writing InstrumentsPvt. Ltd, the marketer of the Parker brand said, "Using Amitabh Bachchan as ourbrand ambassador has helped in strengthening our brand image and recall within

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the target audience". Tarun Joshi, Communications Custodian, Reid & Taylor said,

"Amitabh Bachchan is an icon with universal appeal and has helped us to reachout to the real 'Bharat.' In fact, agents and retailers have told us that already

customers have started asking about the 'Amitabh wali suiting.'" Incase of

Nerolac Paints, which was endorsed by Amitabh Bachchan, around 80% of therespondents when asked to associate Bachchan with any paint, did so with Asian

Paints, which is the biggest competitor of Nerolac 20.

The budget or cost is an important factor for celebrity endorsement21. Dependingon the status of the celebrity, remuneration could run into millions of rupees forseveral years or may also include a profit sharing plan. For example when S.

Kumar's used Hrithik Roshan for their launch advertising for Tamarind, theyreckoned they spent 40 - 50 per cent less on media due to the sheer impact of

using Hrithik. Sachin's endorsements got him $18 million over five years. When

Aamir first endorsed Pepsi in 1995, he received Rs 17 lakh for it; his Cokecommercials in 1999 got him Rs 2 crore. Hrithik Roshan in his highflying days

reportedly made over Rs. 20 crore in endorsements and events by 200122.

However, a number of brands have been built without celebrity endorsement. For

some of their brands, Hindustan Lever and Procter & Gamble do not believe in

celebrity endorsement because they think that consumers, especially housewives,are more likely to identify with a lay person on screen than a celebrity. Procter & Gamble launched its 'Rejoice' brand in India with testimonials from ordinary

women in their TV advertising. Few more examples of this will be Lifebuoy,

Wheel, Dettol, Close Up, Fevicol etc.

Conclusion

Whether Celebrity endorsement has a positive or a negative impact on the brandis a debate that is open to interpretation. But till the time the corporate world

continues to foot fancy bills of celebrity endorsers and till consumers continue to

be in awe of the stars, the party is not likely to break up.

References

1 Positioning: A battle for mind - Jack Trout and Al Ries2 Erdogan (1999), "Celebrity Endorsement: A Literature Review", J ournal of

M arketing Research, 15, 291-3143 www.thedayaftertomorrow.com

4 Hindu Business Line, 2003

5 Tellis, Effective Advertising: Understanding When, How, and Why Advertisingworks

6 McCracken, Grant (1989), "Who is the Celebrity Endorser?" J ournal of

Consumer Research, 16 (December), 310-321.7 www.synovate.com ± 20038 www.indiantelevision.com

9 www.magindia.com10 Business Standard, May 13, 2005

11 www.blonnet.com12 Dean (1999), "Brand Endorsement, popularity, and Event Sponsorship as

advertising cues affecting consumer Pre purchase attitude", J ournal of

Advertising, Volume XXVIII, Number 3, 1-1213 Goldsmith, Lafferty and Newell (2000), "The Impact of Corporate Credibility

and Celebrity Credibility on Consumer Reaction to Advertisements and Brands",J ournal of Advertising, Volume XXIX, number 3, 43-5414 L. K. Marhur, I. Mathur and N. Rangan (1997) June, "The Wealth Effects

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Associated with a Celebrity Endorser: The Michael Jordan Phenomena", Journal of

Advertising Research,15 www.blonnet.com

16 B. Zafer Erdogan, Michael J. Baker and Stephen Tag (2001) June, "Selecting

Celebrity Endorsers: The Practitioner's Perspective", J ournal of AdvertisingResearch, 39-48

17 www.rediff.com ± article by Country head, O& M India

18 indiainfoline.com ± article 'Celebrity Endorsements in brands19 Tripp, Jensen and Carlson (1994) March, "The Effect of Multiple Product

Endorsements by Celebrities on Consumers' Attitude and Intentions", J ournal of Advertisement Research, Vol 20, 535-547

20 www.magindia.com

21 Agrawal and Kamakura (1995) July, "The Economic worth of celebrityendorsers: An event study analysis", J ournal of M arketing, Vol 59, 56-6222 www.blonnet.com

Overview of Celebrity endorsements on TVduring 2009(Note: The entire analysis is based on Secondages)

(2 February, 2010)

Key Findings:

y 'Bollywood actress' leads in celebrity endorsements on TV during 2009. y 'M S Dhoni' had endorsed for maximum number of advertisers on TV

during 2009. y 'Cellular phone services' was the top category in celebrity endorsements

on TV during 2009. y 'Clinic All Clear Tech Soft' had the maximum ad volumes of overall

celebrity endorsement share on TV during 2009.

Base: Celebrities from Hindi - Movies & TV Industry and Sports personality considered.

S hare of celebrity endorsements on TV by profession

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y During 2009, 'film actress' with 43 per cent share led Celebrity

endorsements on TV followed by 'Film Actors' and 'Sports Person' with 37per cent and 15 per cent share respectively.

Celebrities with maximum advertisers endorsed on TV

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y 'M S Dhoni' occupied the top position in the list of celebrities with

maximum number of advertisers endorsed on TV followed by 'Shah RukhKhan' at second place and 'Kareena Kapoor' and 'Sachin Tendulkar'

sharing the third place during 2009.

Top categories in celebrity endorsement on TV during 2009 and its rank in 2008

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y 'Cellular phone service', 'shampoos' and 'toilet soaps' were top three

categories in celebrity endorsements on TV during 2009. y 'Social advertisements' and 'fairness cream' moved up in its positions to

be in the top 10 category list of celebrity endorsement on TV during 2009

compared to 2008.

Top brands in celebrity endorsements on TV during 2009

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y s'Clinic All Clear Tech Soft',' Airtel Cellular Phone Service' and 'Airtel Digital

TV' were the top three brands endorsed by Celebrities on TV during 2009. y Two brands each of 'Cellular Phone Service', 'DTH Service Providers' and

'Toilet Soaps' made it to the top 10 list of brands endorsed by the

celebrities on TV during 2009.

Overview of Celebrity endorsements on TVduring H1 2010(27 July, 2010)

Key Findings:

y 'Bollywood actress' had the maximum advertising share of 'celebrity'

endorsements on TV during H1 '2010. y 'M S Dhoni' topped the list of celebrities endorsing for maximum number

of advertisers on TV during H1' 2010. y 'Aerated soft drink' was the top category in celebrity endorsements on TV

during H1 '2010. y 'Lux toilet soap' was the most advertised brand under celebrity

endorsements on TV during H1 '2010.

Base: Celebrities from Hindi - Movies & TV Industry and Sports

personality considered.

S hare of celebrity endorsements on TV by profession

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y During H1'2010, 'film actress' leads with 45 per cent share of 'celebrity'

endorsements on TV followed by 'film actor' and 'sports person' with 42

per cent and 10 per cent share respectively.

Celebrities with maximum number of advertisers endorsed on TV

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y 'MS Dhoni' leads among the celebrities in terms of endorsing number of

advertisers on TV during H1 '2010. 'Shahrukh Khan' and 'Sachin

Tendulkar' were at the second and third place endorsing for #16 and #15advertisers respectively during H1 '2010.

Top categories in celebrity endorsement on TV during H1 '2010

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y 'Aerated Soft Drink' was the top category in 'celebrity' endorsements on

TV followed by 'cellular phone service' and 'toilet soaps' at the second and

third place respectively during H1 '2010.

Top brands in celebrity endorsements on TV

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Whether Celebrity is a Brand User

One of the str ongest platfor ms to discuss this is thr ough NGOs. Var ious celebr ities endor se NGOs and social causes since they believe in the social message that they need to convey to the audience. One of the most successf ul campaigns has been

executed by PETA in which celebr ities like Shilpa Shetty, Amisha Patel, Yana Gupta, Sheetal Malhar , Mahima Choudhar y claimed to believe in PETA's philosophy, and

ther eby endor se the br and.

On the other hand, while some would under stand that Amitabh Bachchan would have never used Navr atan Tel, the tar get audience that the br ands wants to r each out to will

be r eady to believe that he used the oil and his endor sement ther eby cr eates an impact.

Impact Regions of Celebrity Endorsement

While br and mar keter s with positive exper iences would tend to believe that celebr ity

endor sements wor k and some would disagr ee, but one would be sur e that the magnitude of its impact is difficult to measur e even if sales figur es ar e at our disposal.However , we can under stand why it wor ks and the impact r egions of celebr ity

endor sement.

The illustr ations below explain the same: -

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Inter nali ation as a pr ocess of social inf luence is said to occur when individuals adoptthe attitude or behaviour of another per son because that behaviour is viewed as honest

and sincer e and is congruent with their value system. The effectiveness of celebrity advertising tr aditionally has not been str ongly linked to this pr ocess, as a celebrity's

r eason for pr omoting a pr oduct can just as easily be attributed by the consumer to an e ter nal motive (i.e., payment of fee) as to an inter nal motive (i.e., the celebrity's true

belief in the value and benef it of the pr oduct). n important issue of concer n r elates to the development of a str ategy for use in Celebrity dvertising, which benef its f r om the dr amatic impact of dual support of both the identif ication and inter nali ation pr ocesses of social inf luence. Celebrities ar e well-liked, but the techniques that can be used to enhance their cr edibility as spokespeople, and ther efor e, tie-in mor e closely with the inter nali ation pr ocess needs to be looked into.

Effecti eness of Celebrity Endorsers

study conducted by Charles tk in and Martin Block focussed on alcohol

advertising and young audience to e amine the impact of celebrity advertising in ter ms of social effects of advertising. The sponsoring Company is the underlying source of any advertising message, but the individual models depicted in the advertising ser ve as the mor e visible communicator in many cases. The mostthor oughly studied source quality is cr edibility. R esearch conducted by socialpsychologists over the past 30 year s demonstr ates that a source perceived as highly cr edible is mor e per suasive than a low cr edibility sender (Hovland and Weiss, 1951;McGuir e, 1969; Hass, 1981).

The sources that companies use to pr esent their advertising message typically attempts to pr oject a cr edible image in ter ms of competence, trustworthiness or dynamism. Celebrity endor ser s ar e consider ed to be highly dynamic, with attr active and engaging per sonal qualities. udience may also trust the advice given by some famous per son, and in certain cases, celebrities may even be perceived as competentto discuss the pr oduct. Friedman, Ter mini and Washington cite a 1975 study showing that celebrities ar e featur ed in 155 of prime-time TV commercials. later sur vey r eported that this pr oportion was up to 20% ( dvertising ge, 1978). The mostwidely used celebrities ar e sports f igur es, actor s or other types of entertainer s. Ther e ar e sever al r easons why a famous endor ser may be inf luential: -

y They attr act attention to the advertisement in the clutter ed str eam of messages y They ar e perceived as being mor e entertaining

y They ar e seen as trustworthy because of appar ent lack of self -inter est.y The f inal element is due to the wide-spr ead attribution that major star s do not

r eally wor k for the endor sement fee, but ar e motivated by genuine affection for the pr oduct (K amen et al, 1975).

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Despite the use of famous endor ser s, ther e is little published evidence r egar ding effectiveness. In one e periment, an advertisement for a f ictitious br and of Sangria

wine featur ed an endor sement attributed to either a celebrity (actor - l Pacino), a pr ofessional e pert, the Company Pr esident, a typical consumer and no source

(Friedman, Ter mini and Washington, 1977). College students r ead the ad and gave the ad 0-10 scales of believability, pr obable taste, and intent to purchase. cr oss these

thr ee measur es, the celebrity condition pr oduced the highest scor es.

C L BRITY ENDORSEMENT GREEMENT

THIS GREEMENT is made as of this [Date] by and between [Intellectual Pr operty

Law Co.] a [Intellectual Pr operty Law Co.¶s State of Incorpor ation] corpor ation with off ices at [Intellectual Pr operty Law Co.¶s ddr ess] (³Intellectual Pr operty Law Co.´)

and [Celebrity DC Patent Lawyer ], an individual whose addr ess is [Celebrity DC Patent Lawyer¶s ddr ess] (³Celebrity DC Patent Lawyer´) (collectively the

³Parties´).

W I T N E S S E T H:

WHERE S, Celebrity DC Patent Lawyer is r ecogni ed and widely known thr oughoutthe world as a [specify occupation or claim to fame of Celebrity DC Patent Lawyer ];and

WHERE S, Celebrity DC Patent Lawyer¶s name, by virtue of [his/her ] ability and e perience, has acquir ed a meaning in the mind of the purchasing public important to the advertising, pr omotion, and sale of ser vices and merchandise; and

WHERE S, Intellectual Pr operty Law Co. is engaged in the manufactur e, distribution, and sale over the Inter net of [specify pr oducts or ser vices] (³Pr oduct´);and

WHERE S, Intellectual Pr operty Law Co. is desir ous of acquiring the e clusive rightand license to utili e Celebrity DC Patent Lawyer¶s name in connection with the advertisement, pr omotion, and sale of the Pr oduct and Celebrity DC Patent Lawyer is willing to gr ant such right and license.

NOW, THEREFORE, in consider ation of the mutual covenants set forth her ein and for other good and valuable consider ation, it is agr eed as follows:

1. GR NT OF RIGHTSSubject to the ter ms and conditions set forth her ein, Celebrity DC Patent Lawyer gr ants to Intellectual Pr operty Law Co. the e clusive right and license during the Ter m of this gr eement and within the Territor y to use Celebrity DC Patent Lawyer¶s name, nickname, initials, autogr aph, facsimile signatur e, photogr aph, likeness, and/or endor sement (the ³Pr operty´) in connection with the advertisement, pr omotion, and sale of the Pr oduct in the Territor y as well as the right to use such Pr operty on the Pr oduct and r elated packaging.

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2. TERMThis gr eement shall be effective as of the date of e ecution by both parties and shall

e tend for the ter m set forth in Schedule attached her eto (the ³Ter m´).

3. COMPENS TION. In consider ation for the licenses gr anted her eunder , Intellectual Pr operty Law Co.

agr ees to pay to Celebrity DC Patent Lawyer the r oyalty r ecited in Schedule (the R oyalty) based on Intellectual Pr operty Law Co.¶s Net Sales of Pr oduct.

B. The R oyalty owed Celebrity DC Patent Lawyer shall be calculated on a quarterly calendar basis (³R oyalty Period´) and shall be payable no later than [number ] days af ter the ter mination of the pr eceding f ull calendar quarter , i.e., commencing on the f ir st (1st) day of Januar y, pril, July, and October , e cept that the f ir st and lastcalendar quarter s may be ³short´ depending on the effective date of this gr eement.

C. For each R oyalty Period, Intellectual Pr operty Law Co. shall pr ovide Celebrity DC Patent Lawyer with a written r oyalty statement in a for m acceptable to Celebrity

DC Patent Lawyer. Such r oyalty statement shall be certif ied as accur ate by a duly

authori ed off icer of Intellectual Pr operty Law Co. r eciting, on a countr y-by-countr y basis, the stock number , item, units sold, description, quantity shipped, gr oss invoice, amount billed customer s less discounts, allowances, r etur ns, and r eportable sales for each Pr oduct. Such statements shall be f ur nished to Celebrity DC Patent Lawyer r egar dless of whether any Pr oducts wer e sold during the R oyalty Period or whether any actual R oyalty was owed.

D. Intellectual Pr operty Law Co. agr ees to pay to Celebrity DC Patent Lawyer an dvance against R oyalties in the amount r ecited in Schedule , which may be

cr edited against Intellectual Pr operty Law Co.¶s actual r oyalty obligation to Celebrity DC Patent Lawyer.

E. ³Net Sales´ shall mean Intellectual Pr operty Law Co.¶s gr oss sales (the gr oss invoice amount billed customer s) of Pr oduct, less customar y discounts and allowances and, f urther , less any bona f ide r etur ns.

F. R oyalty obligation shall accrue upon the sale of the Pr oduct r egar dless of the time of collection by Intellectual Pr operty Law Co.. Pr oduct shall be consider ed ³sold´ when such Pr oduct is billed, invoiced, shipped, or paid for , whichever occur s f ir st.

G. The r eceipt or acceptance by Celebrity DC Patent Lawyer of any r oyalty statement or payment shall not pr event Celebrity DC Patent Lawyer f r om

subsequently challenging the validity or accur acy of such statement or payment.

H. Intellectual Pr operty Law Co.¶s obligations for the payment of R oyalties shallsur vive e pir ation or ter mination of this gr eement and will continue for as long as Intellectual Pr operty Law Co. continues to sell the Pr oduct.

I. ll payments due Celebrity DC Patent Lawyer shall be made in U.S. curr ency by check dr awn on a U.S. bank, unless otherwise specif ied by Celebrity DC PatentLawyer.

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J. Late payments shall incur inter est at the r ate of [number ] Percent ([#]%) per month f r om the date such payments wer e originally due.

4. PR OMOTION L PPE R NCES

. If r equested to do so by Intellectual Pr operty Law Co., Celebrity DC PatentLawyer agr ees to make [himself/her self] available [number ] times in each year of the

Ter m for photogr aphs for use in Intellectual Pr operty Law Co.¶s advertising.

B. If r equested to do so by Intellectual Pr operty Law Co., Celebrity DC PatentLawyer shall make [number ] public appear ance in each year of the Ter m for the purpose of pr omoting the Pr oduct. If no photo sessions ar e r equir ed by Celebrity DC Patent Lawyer in a given year , then Celebrity DC Patent Lawyer shall make [number ] public appear ances in that year.

C. Intellectual Pr operty Law Co. r ecogni es that Celebrity DC Patent Lawyer has a

busy schedule as well as a desir e to take land tr ansportation in lieu of air tr ansportation. s such, Intellectual Pr operty Law Co. agr ees to pr ovide Celebrity DC

Patent Lawyer with at least [number ] days¶ written notice of any photogr aphic

sessions or public appear ances to per mit Celebrity DC Patent Lawyer to pr operly schedule the session or appear ance.

D. With r espect to each photo session or public appear ance as def ined above, Intellectual Pr operty Law Co. agr ees to pay all r easonable out of pocket e penses incurr ed by Celebrity DC Patent Lawyer in connection with such session or appear ance. No other compensation shall be r equir ed.

E. Intellectual Pr operty Law Co. shall not schedule any such session or appear ance at a time that would conf lict with Celebrity DC Patent Lawyer¶s per for mance of his or her obligations as a per for mer.

5. NOTICES ND P YMENTSny notice r equir ed to be given pur suant to this gr eement shall be in writing and

mailed to Celebrity DC Patent Lawyer at such addr ess as is designated in writing to Intellectual Pr operty Law Co. by certif ied or r egister ed mail, r etur n r eceipt r equested, or deliver ed by a national over night e pr ess ser vice.

6. RECOR D INSPECTION ND UDIT. Celebrity DC Patent Lawyer or his or her r epr esentatives shall have the right,

upon r easonable notice, to inspect Intellectual Pr operty Law Co.¶s books and r ecor ds and all other documents and material in Intellectual Pr operty Law Co.¶s possession or contr ol with r espect to the subject matter of this gr eement. Celebrity DC Patent

Lawyer shall have f r ee and f ull access ther eto for such purposes and may make copies ther eof .

B. In the event that such inspection r eveals an underpayment by Intellectual Pr operty Law Co. of the actual R oyalty owed Celebrity DC Patent Lawyer , IntellectualPr operty Law Co. shall pay the differ ence, plus inter est calculated at the r ate of [number ] Percent ([#]%) per month. If such underpayment be in e cess of [number ] UNITED ST TES DOLLARS ($[#]) for any R oyalty Period, Intellectual Pr operty

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Law Co. shall also r eimbur se Celebrity DC Patent Lawyer for the cost of such inspection.

C. All books and r ecor ds r elative to Intellectual Pr operty Law Co.¶s obligations her eunder shall be maintained and made accessible to Celebrity DC Patent Lawyer for inspection at a location in the United States for at least [number ] year s af ter

ter mination of this Agr eement.

7. ENDORSED PR ODUCTS FOR CELEBRITY DC PATENT LAWYER¶S USEDuring the Ter m of this Agr eement, Intellectual Pr operty Law Co. shall supply Celebrity DC Patent Lawyer , at no char ge, such amounts of Pr oduct as Celebrity DC Patent Lawyer may r easonably r equest for his or her own per sonal use or for distribution in connection with charitable events.

8. LABELING OF ENDORSED PR ODUCTS

Each Pr oduct that is distributed or sold in the Territor y shall have some part or all of Celebrity DC Patent Lawyer¶s endor sement aff ixed ther eto or imprinted ther eon.

9. RESERVATION OF RIGHTSA. Subject to the ter ms of this Agr eement, Celebrity DC Patent Lawyer shall r etain

all rights in and to his or her name, his or her right of publicity, and the endor sementand, whether during the Ter m or any extension ther eof, Celebrity DC Patent Lawyer shall not be pr evented f r om using, per mitting, or licensing other s to use his or her name or endor sement in connection with the advertisement, pr omotion, and sale of any pr oduct or ser vice other than the Pr oduct or those that ar e substantially similar to the Pr oduct, including but not limited to all computer /video games, CD-R OMs, and/or inter active video of any for m. Intellectual Pr operty Law Co. and Celebrity DC PatentLawyer agr ee that they shall take all necessar y steps during the Ter m to pr otect the endor sement in connection with the advertisement, pr omotion, and sale of the Pr oduct.

B. It is under stood and agr eed that Celebrity DC Patent Lawyer shall r etain all right, title, and inter est in his or her likeness, name, and/or tr ademar ks, wher e applicable, except as licensed her eunder.

C. The parties agr ee to execute any documents r easonably r equested by the other party to effect any of the above pr ovisions.

10. QUALITY CONTR OL A. Intellectual Pr operty Law Co. shall f ully comply with the mar k ing pr ovisions of

the intellectual pr operty laws of the applicable countries in the Territor y with r espect

to the Pr oduct bearing Celebrity DC Patent Lawyer¶s name and likeness.

B. The Pr oducts shall be of a high quality at least equal to compar able pr oducts manufactur ed and mar keted by Intellectual Pr operty Law Co. and in confor mity with a standar d sample appr oved by Celebrity DC Patent Lawyer.

C. If the quality of a class of the Pr oduct falls below such a pr oduction-run quality, as pr eviously appr oved by Celebrity DC Patent Lawyer , Intellectual Pr operty Law Co.shall use its best efforts to r estor e such quality. In the event that Intellectual Pr operty

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Law Co. has not taken r easonable steps to r estor e such quality within [number ] days af ter notif ication by Celebrity DC Patent Lawyer , Celebrity DC Patent Lawyer shall

have the right to ter minate this Agr eement.

D. At least once during each calendar year , Intellectual Pr operty Law Co. shallsubmit to Celebrity DC Patent Lawyer [number ] samples of the Pr oduct for appr oval.

11. REPRESENTATIONS, WARR ANTIES AND INDEMNITYA. Celebrity DC Patent Lawyer r epr esents and warr ants that he or she has not

gr anted nor will he or she gr ant to any other party any right, per mission, or license to use the Pr operty in connection with the advertisement, sale, or pr omotion of the Pr oduct or in connection with pr oducts that ar e identical or substantially similar to the Pr oduct.

B. Celebrity DC Patent Lawyer f urther r epr esents and warr ants to IntellectualPr operty Law Co. that he or she has the f ull right, power , and authority to gr ant the

Pr operty her ein.

C. Celebrity DC Patent Lawyer f urther r epr esents and warr ants that he or she has notmisr epr esented or concealed anything with r espect to his or her backgr ound that may have a pr ejudicial effect on the value of the endor sement, that he or she is in good health and does not plan to r etir e during the Ter m of this Agr eement, and that he or she has not engaged nor will he or she engage during the Ter m of this Agr eement in any activity (criminal or otherwise) that could potentially have a negative impact on the Pr oduct.

D. Intellectual Pr operty Law Co. agr ees to defend, indemnify, and hold Celebrity DC Patent Lawyer har mless against all costs, expenses, and losses (including r easonable attor ney fees and costs) incurr ed thr ough claims of thir d parties against Celebrity DC Patent Lawyer based on the manufactur e or sale of the Pr oduct including, but notlimited to, actions founded on pr oduct liability.

E. Celebrity DC Patent Lawyer agr ees to defend, indemnify, and hold IntellectualPr operty Law Co., and its off icer s, dir ector s, agents, and employees, har mless againstall costs, expenses, and losses (including r easonable attor ney fees and costs) incurr ed thr ough claims of thir d parties against Intellectual Pr operty Law Co. based on a br each by Celebrity DC Patent Lawyer of any r epr esentation and/or warr anty made in this Agr eement or with r espect to any thir d-party claims for inf ringement involving the use of the Pr operty by Intellectual Pr operty Law Co..

12. INSUR ANCEIntellectual Pr operty Law Co. shall, thr oughout the Ter m of the Agr eement, obtain and maintain at its own cost and expense f r om a qualif ied insur ance IntellectualPr operty Law Co. licensed to do business in [state] and having a Moody¶s R ating of B+ or better , standar d Pr oduct Liability Insur ance naming Celebrity DC PatentLawyer as an additional insur ed. Such policy shall pr ovide pr otection against allclaims, demands, and causes of action arising out of any defects or failur e to per for m, alleged or otherwise, of the Pr oduct or any material used in connection ther ewith or any use ther eof . The amount of cover age shall be as specif ied in Schedule A attached

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her eto. The policy shall pr ovide for [number ] days¶ notice to Celebrity DC PatentLawyer f r om the insur er by r egister ed or certif ied mail, r etur n r eceipt r equested, in the

event of any modif ication, cancellation, or ter mination ther eof . Intellectual Pr operty Law Co. agr ees to f ur nish Celebrity DC Patent Lawyer a certif icate of insur ance

evidencing such insur ance prior to the manufactur e, distribution, or sale of the Pr oduct.

13. TERMINATIONA. Celebrity DC Patent Lawyer shall have the right to ter minate this Agr eement upon

[number ] days prior written notice to Intellectual Pr operty Law Co. in the event of the appear ance of any of the following contingencies:

1. If Intellectual Pr operty Law Co. is adjudicated insolvent, declar es bank ruptcy, or fails to continue its business of selling the Pr oduct; pr ovided, however , that nothing contained in this Agr eement shall obligate Intellectual Pr operty Law Co. to sell any specif ic quantities of Pr oduct during the Ter m;

2. In the event Intellectual Pr operty Law Co. fails to make payment to Celebrity DC

Patent Lawyer of any sums due pur suant to this Agr eement within [number ] days thatsuch payment is due; or

3. In the event that Intellectual Pr operty Law Co. fails to maintain pr oduct liability insur ance as her ein pr ovided.

B. Intellectual Pr operty Law Co. shall have the right to ter minate this Agr eementupon [number ] days prior written notice to Celebrity DC Patent Lawyer or his or her legal r epr esentative in the event that Celebrity DC Patent Lawyer does any of the following:

1. Engages in illegal, immor al, or criminal conduct r esulting in a felony conviction;

2. Misr epr esents or conceals anything in his or her backgr ound that could be detrimental to the value of the endor sement being made;

3. Appear s in less than [number ] [specify type of entertainment pr operty, e.g., motion pictur e] and as a [specify r ole, e.g., sportscaster ] in less than [number ] [specify type of event, e.g., games] during any calendar year;

4. Engages in conduct contr ar y to the best inter ests of Intellectual Pr operty Law Co.;

5. Engages in conduct that offends the sensitivities of a signif icant portion of the

population;

6. Engages in conduct that could bring Celebrity DC Patent Lawyer into publicdisr epute; or

7. R etir es f r om the entertainment or sports industr y.

C. Either party may ter minate this Agr eement upon [number ] days¶ written notice to the other party in the event of a br each of any pr ovision of this Agr eement by the

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other party, pr ovided that, during the [number ]-day period, the br eaching party fails to cur e such br each.

D. Celebrity DC Patent Lawyer shall have the right to ter minate this Agr eement atany time upon [number ] days¶ written notice to Intellectual Pr operty Law Co., such ter mination to become effective at the conclusion of such [number ]-day period.

14. POST-TERMINATION RIGHTSA. Not less than [number ] days prior to the expir ation of this Agr eement or

immediately upon ter mination ther eof, Intellectual Pr operty Law Co. shall pr ovide Celebrity DC Patent Lawyer with a complete schedule of all inventor y of Pr oductthen on hand bearing the Pr operty (the Inventor y).

B. Celebrity DC Patent Lawyer agr ees that Intellectual Pr operty Law Co. shall, for a period of [number ] months (Sell Off Period) following the effective date of

ter mination, have the right to continue to sell the Pr oduct bearing the Pr operty thatwas manufactur ed or or der ed prior to the effective date of ter mination. Such sales

shall be made subject to all the pr ovisions of this Agr eement including the payment of

a R oyalty that shall be due within [number ] days af ter the close of the Sell Off Period.

C. Upon the expir ation or ter mination of this Agr eement, all rights gr anted to Intellectual Pr operty Law Co. under this Agr eement shall forthwith ter minate and immediately r evert to Celebrity DC Patent Lawyer , and Intellectual Pr operty Law Co.shall discontinue all use of and r efer ence to the Pr operty.

D. In the event of ter mination of this Agr eement other than because of a br each by Celebrity DC Patent Lawyer of its r epr esentations and warr anties, all monies paid to Celebrity DC Patent Lawyer shall be deemed nonr ef undable. In the event of ter mination of this Agr eement by Intellectual Pr operty Law Co. because of a br each of any pr ovision by Celebrity DC Patent Lawyer or pur suant to Par agr aph 13(B), Intellectual Pr operty Law Co. is her eby r elieved of any f urther payment obligations to Celebrity DC Patent Lawyer.

15. RELATIONSHIP OF THE PARTIESCelebrity DC Patent Lawyer¶s per for mance of ser vices for Intellectual Pr operty LawCo. her eunder is in his or her capacity as an independent contr actor. Accor dingly, nothing contained in this Agr eement shall be construed as establishing an employer /employee, a partner ship, or a joint ventur e r elationship between Celebrity DC Patent Lawyer and Intellectual Pr operty Law Co..

16. FOR CE MAJEURE

Neither party will be liable for , or will be consider ed to be in br each of or defaultunder this Agr eement on account of, any delay or failur e to per for m as r equir ed by this Agr eement as a r esult of any causes or conditions that ar e beyond such Party¶s r easonable contr ol and that such Party is unable to overcome thr ough the exercise of commercially r easonable diligence. If any force majeur e event occur s, the affected Party will give pr ompt written notice to the other Party and will use commercially r easonable efforts to minimi e the impact of the event.

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17. JURISDICTION/DISPUTESThis Agr eement shall be gover ned in accor dance with the laws of the State of [State].

All disputes under this Agr eement shall be r esolved by litigation in the courts of the State of [State] including the feder al courts ther ein and the Parties all consent to the

jurisdiction of such courts, agr ee to accept ser vice of pr ocess by mail, and her eby waive any jurisdictional or venue defenses otherwise available to it.

18. AGREEMENT BINDING ON SUCCESSORSThe pr ovisions of the Agr eement shall be binding upon and shall inur e to the benef itof the Parties her eto, their heir s, administr ator s, successor s and assigns.

19. ASSIGNABILITYNeither party may assign this Agr eement or the rights and obligations ther eunder to any thir d party without the prior expr ess written appr oval of the other party which shall not be unr easonably withheld.

20. WAIVER

No waiver by either party of any default shall be deemed as a waiver of prior or

subsequent default of the same of other pr ovisions of this Agr eement.

21. SEVER ABILITYIf any ter m, clause or pr ovision her eof is held invalid or unenforceable by a court of competent jurisdiction, such invalidity shall not affect the validity or oper ation of any other ter m, clause or pr ovision and such invalid ter m, clause or pr ovision shall be deemed to be sever ed f r om the Agr eement.

22. INTEGR ATIONThis Agr eement constitutes the entir e under standing of the Parties, and r evokes and super sedes all prior agr eements between the Parties and is intended as a f inalexpr ession of their Agr eement. It shall not be modif ied or amended except in writing signed by the Parties her eto and specif ically r eferring to this Agr eement. This Agr eement shall take pr ecedence over any other documents which may conf lict with this Agr eement.

IN WITNESS WHEREOF, the Parties her eto, intending to be legally bound her eby, have each caused to be aff ixed her eto its or his/her hand and seal the day indicated.

[Intellectual Pr operty Law Co.] [Celebrity DC Patent Lawyer ]

By: By:Title: SSN: Date: Date:

SCHEDULE A TO AGREEMENT BETWEEN[Intellectual Pr operty Law Co.] AND [Celebrity DC Patent Lawyer ] DATED [date]

1. The Pr oductThe Pr oduct is as follows: [specify name and type of pr oduct].

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2. The Ter m The Initial Ter m shall be [number ] year s. The Intellectual Pr operty Law Co. shall

have the right to r enew this Agr eement for an unlimited number of Extended Ter ms of [number ] Year s each, pr ovided that it pr ovides Celebrity DC Patent Lawyer with at

least [number ] days¶ written notice at the conclusion of the then in-effect Ter m and ithas paid Celebrity DC Patent Lawyer a minimum of at least [number ] UNITED

STATES DOLLARS ($[#]) during the then in-effect Ter m. Intellectual Pr operty LawCo. shall have the right to supplement the actual ear ned r oyalties to Celebrity DC Patent Lawyer to achieve such [number ] UNITED STATES DOLLARS ($[#]) minimum.

3. The Territor y The following countries shall constitute the Territor y: [specify countries or territor y].

4. R oyalty R ate The R oyalty R ate is as follows: [number ] Percent ([#]%).

5. Advances

The following Advance shall be paid upon execution of this Agr eement: [number ] UNITED STATES DOLLARS ($[#]).

6. Pr oduct Liability Insur ance [number ] UNITED STATES DOLLARS ($[#]) combined single limit, with a deductible amount not to exceed [number ] UNITED STATES DOLLARS ($[#]), for each single occurr ence for bodily injur y and/or for pr operty damage.

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