effect of endorsement advertisement on rural vs. urban youth buying behavior

Topics: Brand, Advertising, Marketing Pages: 29 (3341 words) Published: October 12, 2013
EFFECTIVENESS OF ENDORSEMENT
ADVERTISEMENT ON RURAL Vs URBAN YOUTH
BUYING BEHAVIOUR
Author
Prof. (Dr.) Puja Walia Mann
Professor (Head-Department of Management)
Panipat Institute of Engineering & Technology
70th km milestone Vill- Pattikalyana
Samalkha-Panipat
Haryana-132102
pujawaliamann@gmail.com

Co-Author
Mr.Manish Jha
Sr.Lecturer-Department of Management
Panipat Institute of Engineering & Technology
70th km milestone Vill- Pattikalyana
Samalkha-Panipat
Haryana-132102
emjay4@sify.com

1
Electronic copy available at: http://ssrn.com/abstract=2122954

EFFECTIVENESS OF ENDORSEMENT ADVERTISEMENT ON
RURAL Vs URBAN YOUTH BUYING BEHAVIOUR
ABSTRACT
Organisations are increasingly learning the positive influence ‘Celebrity endorsement’ can have on the Marketed Brands. Approximately 20 percent of Advertisements feature celebrities and the numbers are growing. Several Studies have also been conducted to investigate the effectiveness of Celebrity advertising on Buyer behaviour. However not much work has been undertaken to identify the impact of celebrity endorsement on Youth across various locations like Rural and Urban. The Paper presents the results of the survey of 930 respondents from various towns and villages of the state of Haryana. Result of the analytical study based on Location wise cross tabulation of data have been presented. Hypothesis are tested as to whether celebrity advertisement are effective for influencing Youth Buyer Behaviour and the comparative study of effectiveness of celebrity advertisement on Rural vs. Urban youth.

Keywords: CELEBRITY ADVERTISEMENT, ENDORSEMENT ADVERTISEMENT.

2
Electronic copy available at: http://ssrn.com/abstract=2122954

1.0 INTRODUCTION
In today's highly competitive markets, big brands are at logger-heads when it comes to products being offered, each having a similar product to that of a rival. Where does one brand gain that quintessential advantage - advertising, service, promise of trust, or even the all important price factors? Advertising seems to be the best platform where brands prefer to compete on - right from hiring the best advertising agencies to getting the biggest celebrities. Celebrity endorsement is a special type of advertisement which includes a famous person from film fraternity, athletes, and sports, modeling world etc. It helps in promoting the Brand and also increasing the sales of the product. Celebrity endorsement has not developed in recent years, it is being used since the days of Lux and Dabur Amla Hair Oil. This type of marketing strategy is used to promote the Brand and has proved in itself a boon in advertising world. However, it is very expensive to endorse a celebrity for a product but in the long run it has helped in enhancing the Brand Image. Celebrities are also interested in endorsing themselves as they get highly compensated and their visibility also increase. Infact several celebrities from bollywood use these advertisements for Promoting their new releases and also vice-versa. India is a country where people are star-struck by film stars, cricketers, politicians, and even criminals. Why? Population of 1 billion and ticking, everyday people need something or someone to look up to. A sense of security, admiration, comfort, familiarity, and above all, someone they aspire to be at some hidden level in their lives. And clever marketers leverage this very celebrity appeal and are successfully carrying out their jobs by giving the bottom lines of all the brands what they want - profit, market share and even recall. But how much star power is too much? "Does Amitabh really use Boro Plus” And “Does Salman Khan really uses Wheel” asked a 6 year old to her mother. Her mother laughs and says, "No way, just a gimmick." What does that do to the brand? Many companies have had considerable success using celebrities as spokesperson, both endorser image serve as mediators in the equity-creation process of celebrity product...

Bibliography: Journals and other Articles
1) Brian D.Till (1998) “Using celebrity endorsers effectively: lessons from
2) Brian D.Till, Michael Busler (1998) “Matching products for endorsers:
attractiveness versus expertise” Journal of Consumer Marketing, Vol: 15, No
3) Chung-kue Hsu, Daniella Mcdonald (2002) “An examination on multiple
celebrity endorser in advertising” Journal of Product and Brand Management,
4) Darin W.White, Lucretia Goddard, Nick Wilbur (2009) “the effect of negative
information transference in the celebrity endorsement relationship” International
5) David h.Silvera, Benedikte Austad (2004) “Factors predicting the effectiveness of
celebrity endorsement advertisements” European Journal of Marketing, Vol: 38,
6) Diana Seno, Bryan A.Lukas (2007) “The equity effect of product endorsement by
celebrities: A conceptual framework from a co-branding perspective” European
7) Kathleen A.Farrell, Gordon V.Karels, Kenneth W. Montfort (2000) “Celebrity
performance and endorsement value: the case of tiger woods” Managerial
16
8) Karen E.Lear,Rodney C.Runyan,William H.Whitaker (2009) “Sports celebrity
9) Gail Tom, Rebecca Clark, Laura Elmer, Edward Grech, Joseph Masetti, Jr.,
Harmona Sandhar (1992) “The use of created versus celebrity spokespersons in
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Essay on “Effect of Celebrity Endorsement on Consumer Behavior on the Youth of Pakistan”
  • Effects of Advertisement on the Buying Behaviour of Females Essay
  • Urban vs. Rural Education Essay
  • EFFECTS OF BRAND IMAGE ON CUSTOMER BUYING BEHAVIOR ON CLOTHING Essay
  • Essay about Rural vs. Urban
  • Essay on Urban vs Rural Education
  • Essay about Sexual Advertisement and Consumer Behavior
  • Essay about Impact of Advertisement on Consumer Buying Behavior

Become a StudyMode Member

Sign Up - It's Free