The impact of television is very important because of its vast potential as an audio-visual communicator. Television (T.V.) enables the creative man to communicate by combining motion, sounds, words, color, personality and stage setting to communicate and display ideas to large and widely scattered audience. T.V advertisements usually play a role in, either introducing a product, reinforcing the familiarity with the product and also realistic to purchase the product. Advertisements are among the most noticeable of the marketing strategy and have been the subject of a great deal of attention in the last fifteen to twenty years. Advertisement can not only alter emotions, but give subliminal message.
Advertising today seems to be all over the …show more content…
To do so advertisers employ several of marketing techniques. Celebrity Endorsement is one of these power tools by which advertisers try to leverage the image and identification of the celebrity to promote a product or company (Atkin & Block, 1983). This not only makes the advertisement lively, attractive, interesting, but attention getting as well (Ohanian, 1991, Kamins,1990). So happens because audience takes the celebrity as a role model and in turn these celebrities ' impact their lives. Celebrity endorsement has been in application for a long time (Kaikati, 1987), in fact not too late when advertisement techniques were taking on new forms because advertisers realized soon that by using publicly renowned personalities in advertisements they will be able to align brand personalities with that of the celebrity’s. It’s noteworthy that not all the celebrities prove to be successful endorsers, thus making the selection process more difficult (Giffin, 1967). That is why advertisers go for a careful selection of celebrities because if any micro aspect may go wrong in the celebrity endorsement selection process, whole of the celebrity endorsed advertisement campaign may collapse. This will ultimately show brand the way back to the pavilion (Kaikati 1987, Till and Shimp, …show more content…
Due to the explosion of media vastly, a person on an average sees 1000 ads per day in an over populated country. Each family in the country has at least one television set and thus is exposed to such number of advertisement. The most interesting fact about these figures is that the viewer forgets 80 % of the information gathered in just 24 hours. Due to this, the marketers initiated the solution of positioning through ‘celebrity endorsement’.
Significance
So far a lot of research work has been done in case of celebrity endorsement and its impact. This research aims to not only record the effect of celebrity endorsement on the buying behavior of customers, but also to highlight that what underlying factors of celebrity endorsement make it the effective one. This research implies that future research should investigate the respective research domain thoroughly to gain an in-depth insight that proves contributory to managerial implications and to other researchers as well.
Objectives
• To identify the factors that motivates and affects the purchase attitude of consumers.
• To analyze factors which influence the purchase attitude of
Advertising today seems to be all over the …show more content…
To do so advertisers employ several of marketing techniques. Celebrity Endorsement is one of these power tools by which advertisers try to leverage the image and identification of the celebrity to promote a product or company (Atkin & Block, 1983). This not only makes the advertisement lively, attractive, interesting, but attention getting as well (Ohanian, 1991, Kamins,1990). So happens because audience takes the celebrity as a role model and in turn these celebrities ' impact their lives. Celebrity endorsement has been in application for a long time (Kaikati, 1987), in fact not too late when advertisement techniques were taking on new forms because advertisers realized soon that by using publicly renowned personalities in advertisements they will be able to align brand personalities with that of the celebrity’s. It’s noteworthy that not all the celebrities prove to be successful endorsers, thus making the selection process more difficult (Giffin, 1967). That is why advertisers go for a careful selection of celebrities because if any micro aspect may go wrong in the celebrity endorsement selection process, whole of the celebrity endorsed advertisement campaign may collapse. This will ultimately show brand the way back to the pavilion (Kaikati 1987, Till and Shimp, …show more content…
Due to the explosion of media vastly, a person on an average sees 1000 ads per day in an over populated country. Each family in the country has at least one television set and thus is exposed to such number of advertisement. The most interesting fact about these figures is that the viewer forgets 80 % of the information gathered in just 24 hours. Due to this, the marketers initiated the solution of positioning through ‘celebrity endorsement’.
Significance
So far a lot of research work has been done in case of celebrity endorsement and its impact. This research aims to not only record the effect of celebrity endorsement on the buying behavior of customers, but also to highlight that what underlying factors of celebrity endorsement make it the effective one. This research implies that future research should investigate the respective research domain thoroughly to gain an in-depth insight that proves contributory to managerial implications and to other researchers as well.
Objectives
• To identify the factors that motivates and affects the purchase attitude of consumers.
• To analyze factors which influence the purchase attitude of