radio advertisement
IRJC
Asia Pacific Journal of Marketing & Management Review
Vol.1 No. 2, October 2012, ISSN 2319-2836
IMPACT OF CELEBRITY ENDORSED ADVERTISEMENTS ON
CONSUMERS
DR. BIMAL ANJUM*; SUKHWINDER KAUR DHANDA**; SUMEET NAGRA***
*HOD and Professor,
Management Studies Department,
RIMT-IET, Mandi Gobindgarh, Punjab, India.
**Assistant Professor,
Department of Management Studies,
Baba Banda Singh Bahadur Engineering College,
Fatehgarh Sahib, Punjab, India.
***Assistant Professor,
Department of Management Studies,
Baba Banda Singh Bahadur Engineering College,
Fatehgarh Sahib, Punjab, India.
KEYWORDS: Advertisements, Brand, Brand equity, Celebrity, Credibility, Endorsed.
_________________________________________________________________________
INTRODUCTION
In today‟s competitive world consumers are exposed to thousands of voices and images in magazines, newspapers, and on billboards, websites, radio and television. Advertisers attempts to steal at least a fraction of a person 's time to inform him or her of the amazing and different
22
“Celebrity” refers to an „individual who is known to the public, such as actors, sport figures, entertainers‟ and others of the like for his or her achievement in areas other than that of the product class endorsed (Friedman and Friedman1979). The general belief among advertisers is that advertising messages delivered by celebrities provide a higher degree of appeal, attention and possibly message recall than those delivered by non-celebrities. Marketers also claim that celebrities affect the credibility of the claims made, increase the memorability of the message, and may provide a positive effect that could be generalized to the brand Copper (1984).So considering these points this paper is an attempt to know the impact of celebrity endorsed advertisements on consumers and on sales. This study is also an attempt to know the reasons of using the celebrities in advertisements. This study is based on primary as
Asia Pacific Journal of Marketing & Management Review
Vol.1 No. 2, October 2012, ISSN 2319-2836
IMPACT OF CELEBRITY ENDORSED ADVERTISEMENTS ON
CONSUMERS
DR. BIMAL ANJUM*; SUKHWINDER KAUR DHANDA**; SUMEET NAGRA***
*HOD and Professor,
Management Studies Department,
RIMT-IET, Mandi Gobindgarh, Punjab, India.
**Assistant Professor,
Department of Management Studies,
Baba Banda Singh Bahadur Engineering College,
Fatehgarh Sahib, Punjab, India.
***Assistant Professor,
Department of Management Studies,
Baba Banda Singh Bahadur Engineering College,
Fatehgarh Sahib, Punjab, India.
KEYWORDS: Advertisements, Brand, Brand equity, Celebrity, Credibility, Endorsed.
_________________________________________________________________________
INTRODUCTION
In today‟s competitive world consumers are exposed to thousands of voices and images in magazines, newspapers, and on billboards, websites, radio and television. Advertisers attempts to steal at least a fraction of a person 's time to inform him or her of the amazing and different
22
“Celebrity” refers to an „individual who is known to the public, such as actors, sport figures, entertainers‟ and others of the like for his or her achievement in areas other than that of the product class endorsed (Friedman and Friedman1979). The general belief among advertisers is that advertising messages delivered by celebrities provide a higher degree of appeal, attention and possibly message recall than those delivered by non-celebrities. Marketers also claim that celebrities affect the credibility of the claims made, increase the memorability of the message, and may provide a positive effect that could be generalized to the brand Copper (1984).So considering these points this paper is an attempt to know the impact of celebrity endorsed advertisements on consumers and on sales. This study is also an attempt to know the reasons of using the celebrities in advertisements. This study is based on primary as
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