An Analysis of TV Advertising and Usage of Celebrity Endorsers: A Content Analysis Approach

Authors

  •   Shakti Prakash Director, Skyline Institute of Management and Technology, Greater Noida, Gautam Buddha Nagar, Uttar Pradesh
  •   Meenu Kumar Scientist, Center for Science Communication, Devi Ahilya Vishwavidyalaya, Indore, Madhya Pradesh
  •   Gyan Prakash Professor and Head, School of Social Science, Devi Ahilya Vishwavidyalaya, Indore, Madhya Pradesh

Keywords:

Celebrity, Endorser, Television, Advertisement, Products.

Abstract

The use of celebrities as spokespersons is one of the ways in order to position and promote the sale and popularization of products or brands. It has become a favourable marketing strategy. One of the biggest advantages of endorsing advertisements is that they ensure a high recall for the products in India. The consumers associate the symbolic attributes of the celebrities with the products and by purchasing, owning and consuming those products, consumers think of possessing those desired attributes. However, the match between endorsers and products should be perfect. In India also, celebrities are being used as product endorsers. The present study explores the extent of use of celebrities in TV commercials, their use in different product categories, the appeals of such TV commercials and the extent of use of celebrities from different fields.

Downloads

Download data is not yet available.

Downloads

Published

2012-07-01

How to Cite

Prakash, S., Kumar, M., & Prakash, G. (2012). An Analysis of TV Advertising and Usage of Celebrity Endorsers: A Content Analysis Approach. Indian Journal of Marketing, 42(7), 36–44. Retrieved from https://indianjournalofmarketing.com/index.php/ijom/article/view/37557

Issue

Volume 42, Issue 7, July 2012

Section

Articles

References

Munish, Mukul and Chaudhary Sonya (1991). “Reflected Gloryâ€. Advertising and Marketing, February Issue, pp. 20-25.

Ohanian, R. (1991). 'The Impact of Celebrity Spokesperson's Perceived Image on Consumers' Intention to Purchase.' Journal of Advertising Research, Vol. 31, Issue 1, pp. 46-52.

Agrawal, J. & Kamakura, W.A (1995). 'The Economic Worth of Celebrity Endorsers: An Event Study Analysis.' Journal of Marketing, Vol. 59, No. 3, pp. 56-62.

Atkins, C. & Block, M. (1983). 'Effectiveness of Celebrity Endorsers.' Journal of Advertising Research, Vol. 23, Issue 2, pp. 57-61.

Aaker, D. A. (2000). 'Brand Leadership.' Simon & Schuster, Inc: New York.

Aaker, D. A. (1991). 'Managing Brand Equity.' The Free Press, New York.

Baker, M.J. & Churchill, Jr. G.A. (1977) . 'The Impact of Physical Attractive Models on Advertising Evaluations.' Journal of Marketing Research, Vol. 14, Issue 4, pp. 538-555.

Deant John Austin and William Watts (1971) . “Forewarning Effects On Persuasion: Field and Classroom Experiments.†Journal of Personality and Social Psychology.

Freeman, M. (1999). 'Callaway Ends Deal with Golfer John Daily.' San Diego Union, Tribune. September 16, 1999, p. 3.

Friedman, H.H., Termin, S. & Washington, R. (1976). 'The Effectiveness of Advertisements Utilizing Four Types of Endorsers.' Journal of Advertising, Vol. 6 Issue 2, pp. 22-24.

Heath, T.B., McCarthy, M.S. & Mothersbaugh, D.L. (1994) . 'Spokeperson Fame and Vividness Effects in the Context of Issue-Relevant Thinking: The Moderating Role of Competitive Setting.' Journal of Consumer Research, Vol. 3 No. 1, pp. 23-30.

Kaikati, J.G. (1987) . 'Celebrity Advertising: A Review and Synthesis.' International Journal of Advertising, Vol. 6, No. 2, pp. 93-105.

Kamins, M.A. (1990) . 'An Investigation Into The Match-Up-Hypothesis In Celebrity Advertising: When Beauty Be Only Skin Deep.' Journal of Advertising, Vol.19, Issue 1.

Kahle, L.R. & Homer, P.M. (1985) . 'Physical Attractiveness of Celebrity Endorsers: A Social Adaptation Perspective.' Journal of Consumer Research, Vol. 11, Issue 4, pp. 954-961.

McCracken, G. (1989). 'Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process.' Journal of Consumer Research, Vol. 16, Issue 12, pp. 310-321.

MacKenzie, S.B. & Belch, G.E. (1986). 'The Role of Attitude Towards The Ad As A Mediator of Advertising Effectiveness: A Test of Competing Explanations.' Journal of Marketing Research, Vol. 23, Issue 1, pp. 130-143.

Mathur, L.K., Mathur, I. & Rangan, N. (1997). 'The Wealth Effects Associated with A Celebrity Endorser: The Michael Jordan Phenomenon.' Journal of Advertising Research, Vol. 37, Issue 3, pp. 67-73.

Strenthal, Brian, R. R. Dholakia and Clark Levitt (1978). “The Persuasive Effect of Source Credibility: Test of Cognitive Response.†Journal of Consumer, Volume 4 , pp. 252-260.