slugA Study on Effectiveness of Celebrity endorsements towards television viewers perceptive in Salem city, Tamilnadu, India
Journal Title: International Journal of Management, IT and Engineering - Year 2012, Vol 2, Issue 4
Abstract
The instrument of celebrity endorsement has nowadays become a pervasive element in advertising and communication management. India as a country is known for loving its stars. The Indians idolize their favorite actors and cricketers. The advertisers see this as an opportunity to grab and work on so as to expand their operations and promote their product. The study focuses on examining the celebrity endorsements towards television viewers in the city of Salem Tamilnadu, India. Celebrities often have the Charisma to attract and influence others by their reputation, credibility, followers and fans. Companies across the globe Shells out on celebrities endorsements to lure and pull their target audience towards their product as well as service. This study mainly focuses on (1) to find out the awareness level of celebrity endorsement. (2) To analyze the opinion of television viewers pertaining to celebrity endorsement. (3) To examine the impact of celebrity endorsements on customers product choices. (4) To analyze the whether the celebrity fits to the particular products that he/she endorses. This study is based on the primary data collected from Salem region with the help of structure questionnaire. The result of the study states that celebrity endorsed television commercials are having much fame and charisma than other form of advertisements.
Authors and Affiliations
D. Ganesan, Dr. M. G. Saravanaraj and A. Pughazhendi
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