Volume : II, Issue : IV, April - 2013

Usage of Celebrity Endorsers in Television Advertising –An Empirical Analysis

V. Pradeepa

Abstract :

With Liberalisation, Privatisation and Globalisation, the industrial scenario underwent a total revolution where many players entered into a particular product which eased the pressure on availability. This resulted in intense competition between many players for one product. Due to increasing competition, it became essential for the Manufacturers to advertise their products using celeities for their survival. The aim of this study is to analyse the extent of celeity usage in television advertising. The advertisements which appeared on various TV channels were observed and recorded. In this way, a total of 400 advertisements were formed as a sample. And these advertisements were classified into five oad categories. Based on these categories, questions were framed and data were analysed using content analysis technique, percentage analysis and chi- square test. The findings indicate that the use of celeities is product specific, gender was not product specific, the use of different types of celeities across product category had significant difference and companies are using non-humorous appeal for product advertisements. Hence if Celeity endorsement is used effectively, it makes the and stand out, gavages and recall and facilitates instant awareness

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Article: Download PDF   DOI : 10.36106/ijsr  

Cite This Article:

V.Pradeepa Usage of Celebrity Endorsers in Television Advertising-An Empirical Analysis International Journal of Scientific Research, Vol.II, Issue.IV April 2013

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