CELEBRITY ENDORSER VERSUS MASCOT
SIES COLLEGE OF MANAGEMENT STUDIES
TABLE OF CONTENTS
Scope & Limitations
Variables under Study
(A) Theoretical Literature Review
(B) Research based Literature Review
Data Collection Methodology
Data Analysis Tools
Research & Findings
Recommendations & Conclusions
With increase in competition in every sector, advertising has become a vital survival need for companies. More and more companies have started including advertising in their budgeting and allocation planning of funds instead of simply managing with leftover funds, as used to be the case with most companies earlier. The goal of advertising is to cost-effectively reach a large audience and attract customers. If done correctly, advertising can enhance the success of a business. A lot of different methods, means, aids and media are used in order to advertise most effectively. Effectiveness of advertising is often measured in terms of recognition, recall, association and sales difference to name a few. Celebrity endorsers and mascots happen to be two ways of reaching the customers. An analysis on both the methods and its appeal is done and presented in this research paper. A comparison of both the methods is done and suitability of both of them is found out. Further, both are compared based on the return on investment of each one of them. The opinion of the general public is also found out by means of a primary survey.
MOTIVATION / REASON FOR SELECTING THIS TOPIC
Advertising is an integral part of marketing and is one of the most visible elements in providing information about products, services, and ideas. Advertising, PR, Promotion are the key elements in the proportional mix of marketing. Celebrity endorsement has been in fashion for long. However, in the recent past, a lot of advertising campaigns using celebrity endorsers met with a bump in the way. Furthermore, there has been a rise and fall in the popularity of brand mascots. This makes the topic very intriguing.
In the present scenario, where cost-cutting has become the need of the day it has become very imperative to check the effectiveness of the advertising campaign and the return on investment of the same. Hence this study also deals with comparing the benefits and the drawbacks of using either a celebrity endorser or a brand mascot to promote the brand. RESEARCH OBJECTIVES
The objective of the research is to study the trends and gauge the effectiveness and impact of celebrity endorsers and mascots on consumer’s mind through advertising. •
Comparative study between the two.
Marketeers world over appoint famous celebrities and influential personalities as their brand ambassadors as they have the ability to influence the psyche of the consumers. But what if the plan blows in their face and the celebrity endorser earns a bad reputation among the masses and affects the brand in turn? On the other hand, a mascot is not as expensive and also the risk of any negative publicity or miscommunication happening because of a mascot. However, a mascot might not always have the same kind of impact as a famous A-list celebrity.
SCOPE AND LIMITATIONS OF THE STUDY
The study focuses on ambassadors and mascots for brands of both products and services, Indian and International. It is limited to the information available on various articles, research papers, books, and the opinion of the sample size in the primary research. Another limitation is the sample size viz. 37.
VARIABLES UNDER STUDY
Independent Variable: Impact/effectiveness of mascots and that of celebrity endorsers. •
Dependent Variables: Advertising costs...
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