The Effectiveness of Celebrity Endorsement in India
Abstract
The practice of celebrities being used for rendering services other than performing their actual job as either an actor or an athlete, such as endorsements has proliferated over time.
Despite the cost and the risks involved with this technique of advertising, it is been used quite extensively in the present era. The instrument of celebrity endorsement has nowadays become a pervasive element in advertising and communication management.
Chapter 1: Introduction
1.1 Background to the topic
Marketers spend enormous amounts of money annually on celebrity endorsement contracts based on the belief that celebrities are effective spokespeople for their
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Also the use of interviews has been reasoned in this chapter.
Apart from this the criterion for the selection of the sample size is disclosed.
Chapter 4 reveals the the analysis and interpretation of the responses which were collected during the interviews.A wide range of sub-topics under this theme has been touched upon, some of the results are consistent with the literature review and some opposing.
Chapter 5 related to the final conclusion where all the findings from the research has been summarised. 9
Chapter 6 finally expresses the limitations that were faced while conducting this research. It also states an extensive area appropriate for future research and finally divulge the managerial implication which would facilitate in a better execution of celebrity endorsed campaigns. 10
Chapter 2: Literature Review
This chapter discusses the concept of celebrity endorsement in general and the related theories associated with it. The literature review forms the main pedestal of the dissertation as the consequent analysis and future result is based on it. The review is done of the literature on celebrity endorsements and the Indian market.
2.1 Introduction
“Celebrity is an omnipresent feature of society, blazing lasting impressions in the memories of all who cross its path.”
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Kurzman et.al (2007)
Indian market is not by a large space, an easy audience to target
Report findings and conclusions from the research project (remember to include your action plan given to you at the beginning of the course) (P6)
Advertisement is conducted on TV, radio, website, poster site, and all kinds of media that
Analysis – An analysis was carried to understand if there is a relationship between the
5. Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
· The results of the study, the interpretation of the data by the authors and any conclusions they include at the end of the article.
If there is a celebrity advertising a product then the advertisement becomes more beneficial for the company. Sue Jozui, in her excerpt, claims that products advertised by celebrities should be boycotted. The author supports her argument by first telling how it misleads and insults the intelligence of the audience. She continues by explaining that there should be rules for advertisers. The authors purpose is to set laws for advertisement is to stop celebrities from falsely advertising products. The author establishes an objective tone for consumers who also believe celebrity advertisement is wrong. The author believes it is insulting to use celebrities to promote product; however it is the consumer's responsibility to not buy every product he/she sees just because there is a celebrity promoting it.
Results (what were the basic results of the study, how did the authors draw conclusions, how did they display their data, are their conclusions justified) (1pt)
Additionally, I found section 16.6 Writing Your Conclusion (p. 246-247) was helpful to me. The conclusion would let my audiences know what I found in my study and if I got what I expected. It would
Over the last few decades, American culture has been forever changed by the huge amount of advertisement the people are subjected to. Advertising has become such an integral part of society, many people will choose whether or not they want to buy a product based only on their familiarity with it rather than the product’s price or effectiveness. Do to that fact, companies must provide the very best and most convincing advertisements as possible. Those companies have, in fact, done
( A short summary of the experimental investigation and its conclusions. It includes a statement of the aim, short description of the method, main results and a conclusion and implications or recommendations.)
This chapter presents the conclusion and suggestion related to the findings and analysis. Those include the answer of the research problem presented in the first chapter.
The most significant problem with advertisements is that the intent of companies that invest in advertisements is often to deceive customers by using vague
The answer can be found in Section 1.2 Section Title “The Cumulative, Ongoing, and Critical Nature of Research.”
Celebrities such as the Kardashians don't believe they have reached their full hedonism until they've gotten all the plastic surgery possible.
There is an exact explication to the original study and backed by a uniform structure, while every component may not be applicable in all circumstances (in sequential order) – Title Page, Abstract, Introduction, Literature Review, Methodology, Results, Discussion, Conclusion, References, Appendices. Over the time, people have modified their use; the general