Analysis of TV advertising and usage of celebrity endorsers A content analysis approach

By:

PRAKASH, SHAKTI

Contributor(s):

KUMAR, MEENU

Material type:

Mixed materialsPublication details: 2012Description: 36-44NLM classification:

659.1

In: INDIAN JOURNAL OF MARKETINGMSummary: 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.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		42/7	Available		P14421

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.

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