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Impact of Celebrity Endorsement with Non-Celebrity Endorsement

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Impact of Celebrity Endorsement with Non-Celebrity Endorsement
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|SUMMER PROJECT |
|5th semester |
|ANALYZE THE IMPACT OF CELEBRITY ENDORSEMENT WITH NON-CELEBRITY ENDORSEMENT |
|ANALYSE THE IMPACT OF USING A CELEBRITY TO ENDORSE A PRODUCT VIZ A COMMON PERSON ENDORSING THE SAME PRODUCT. CHOOSE BRANDS FROM THE|
|SAME CATEGORY AND CONDUCT A COMPARATIVE ANALYSIS |
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NAME: ZAREEF SHAKEEL AHMED
ENROLMENT NO: A7504707041
COURSE: BJMC 5TH SEMESTER (20007-2010)

Introduction:

In today 's highly competitive markets, big brands are at fight when it comes to products, each having a similar product to that of a rival. Where does one brand gain that perfect 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. What would be the formula to success then? Well, a good creative agency, a large enough


Bibliography: (Daneshvary, Rennae and R. Keith Schwer (2000), "The Association Endorsemen and Consumers ' Intention to Purchase," Journal of Consumer Marketing, 17 (3), 203-213) McCracken, Grant (1989), "Who is the Celebrity Endorser?" Journal of Consumer Research, 16 (December), 310-321 (Aaker, David A. (1996), Building Strong Brands. New York, NY: The Free Press) Webliography WWW.MARKETINGPRACTICE.BLOGSPOT.COM www.chillibreeze.com/articles/Celebrity-endorsement.asp www.thehindubusinessline.com/2008/04/08/stories/2008040851250500.htm
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