TY  - GEN
AU  - PRAKASH, SHAKTI
AU  - KUMAR, MEENU
TI  - Analysis of TV advertising and usage of celebrity endorsers: A content analysis approach
PY  - 2012///
N2  - In order to arrest quick attention of the audience and consumers, the advertisers use individual spokepersons or endorrsees as a source component. Companies marketing consumer duable and non durable products often use popular sport persons and film stars in their advertising to endorse their products. The basic assumtion underlying celebrity endorsement is that the value associated with the celebrity is transferred to the brand, and therfore, it creates an image that can be easily referenced by consumers
ER  -