Celebrity Endorsement

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Project Background ……………………………………………………………………………………………. Synopsis ……………………………………………………………………………………………………………… The Impact …………………………………………………………………………………………………………. Definitions of Celebrities ……………………………………………………………………………………. Important Celebrity Attributes …………………………………………………………………………… Need for Celebrity Endorsement ……………………………………………………………………….. The Process of Celebrity Endorsement ………………………………………………………………. Celebrity Selection ……………………………………………………………………………………………. Brand, Celebrities, & Consumers ………………………………………………………………………. Facts …………………………………………………………………………………………………………………. The Arguments for Celebrity Endorsement ………………………………………………………. Brand Image & Celebrity ………………………………………………………………………………….. Arguments Against Celebrity Endorsements ……………………………………………………. Risks Involved ………………………………………………………………………………………………….. Survey Findings ……………………………………………………………………………………………….. Limitations ………………………………………………………………………………………………………. Conclusion ………………………………………………………………………………………………………. Questionaire …………………………………………………………………………………………………… 03 04 07 08 09 10 11 12 15 17 18 19 21 23 25 30 31 33

[Impact Of Celebrity Endorsement On Consumer Behavior & Overall Brand Value]

Published in Jan. 2009 | 2 ublished

ACKNOWLEDGEMENT
I would like to express my gratitude to all those who gave me the possibility to complete this report. I am deeply indebted to my teacher Prof. Zafrullah Siddiqui whose help, stimulation suggestions and encouragement helped me in all the time of research and writing of this report.

I dedicate my work to my parents and friends.

Zaheer Ahmed Khan
MBA (Marketing) BIMCS Islamabad zaheerajk@gmail.com

This research report is presented subject to the condition that it shall not, by way of trade sold, and circulated without the author (s) prior consent in any form, binding or cover other then that in which it is printed until unless it is done for educational purpose s purpose. The author (s) asserts the moral right.

Printed in January 2009

ZAHEER AHMED KHAN - MBA (MARKETING) BAHRIA INSTITUTE OF MANAGEMENT & COMPUTER SCIENCES, ISLAMABAD

[Impact Of Celebrity Endorsement On Consumer Behavior & Overall Brand Value]

Published in Jan. 2009 | 3

Project Background

I

f the world were full of all wise men and all wise women; we would have never heard of a term called "advertisement". And then good products would have found the right customers and grown to prosperity. Firms would have worked out a mathematical formula

to sell and succeed. But the buying process isn't rational; and so is this world. Today, the business firms are trying out different ways in advertisement to increase their sales. Pakistanis are die-hard movie and sport buffs; and this aspect of the consumers has invited the concept of "Celebrity Endorsement" to the world of advertisement. The purpose of this report is to analyze the role of Celebrity Endorsement in the process of brand-building and consumer buying behavior by taking appropriate examples from the advertising landscape. The modern world of marketing communication has become colorful and inundated with advertisements, and it is hard to get noticed. It is an uphill task for the designer of an advertising campaign to differentiate itself from others and attract viewers' attention. In this jet age, people tend to ignore all commercials and advertisements while flipping through the magazines and newspapers or viewing TV. But even then, the glamour of a celebrity seldom goes unnoticed. Thus, celebrity endorsement in advertisement and its impact on buying behavior the overall brand is of great significance. In this process, the companies hire celebrities from a particular field to feature in its advertisement campaigns. The promotional features and images of the product are matched with the celebrity image, which tends to persuade a consumer to fix up his choice from a plethora of brands. Although this sounds pretty simple, but the design of such campaigns and the...
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