| 000 | 00962npc a2200157Ia 4500 | ||
|---|---|---|---|
| 008 | 140613s2012 xx 000 0 und d | ||
| 060 | _a659.1 | ||
| 100 | _aPRAKASH, SHAKTI | ||
| 245 |
_aAnalysis of TV advertising and usage of celebrity endorsers _bA content analysis approach |
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| 260 | _c2012 | ||
| 300 | _a36-44 | ||
| 520 | _aIn 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. | ||
| 700 | _aKUMAR, MEENU | ||
| 773 |
_oP14421 _nM _932628 _011203 _tINDIAN JOURNAL OF MARKETING |
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| 942 |
_2ddc _cARTCL |
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| 999 |
_c11340 _d11340 |
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