The Impact of Using Celebrities in Television
CHAPTER ONE
Objectives of the study
The following are the aims and objectives of embarking on this study
- To examine the impact of celebrity advertisement on consumer behavior.
- To examine the impact of celebrity advertisement on sales volume of an organization volume of an organization
- To make recommendations on the use of celebrities in the advertisement of products and services.
CHAPTER TWO
REVIEW OF RELATED LITERATURE
INTRODUCTION
In today’s world the celebrities are being treated as a role model. People are changing their living style related with their favorite celebrity. This thing creates a great impact on the buying behavior of the persons. This attracts the customers and ultimately increases the company productivity. Celebrities are not always creating any kind of effect on persons mind in terms of buying. But mostly it gives a great impact on perception of choosing any product. We are always thinking that if our favorite celebrity is using them. Then we should use that to be like them (Khatri 2006). From last 150 years advertising is changing in different phases from the classical to modern. Now a day it’s the best strategy used by marketers to influence customers by showing celebrities with their products, it includes different appeals lie, exciting, absurdity, sexual etc. Belch, G. and Belch, M. (2008) acknowledged that the main aim of formulating such strategies is to get high brand revelation, longing, concentration and curiosity. To do so, marketers attach famous personalities’ with their products. McCracken (1989) stated that these famous personalities’ had great influence on the consumer’s buying behavior that’s why it becomes the most attractive tool of advertising now a day. The major aim to do advertising and adopt this strategy is to influence customers towards the products (Ohanian 1990).
This chapter gives an insight into various studies conducted by outstanding researchers, as well as explained terminologies with regards to the impact of celebrity advertisement on consumer behavior and sales volume of an organisation. The chapter also gives a resume of the history and present status of the problem delineated by a concise review of previous studies into closely related problems.
THEORETICAL FRAMEWORK
Advertisers regularly practice the strategies intended to attract customer’s interest to their message and to differentiate their offerings from rival products with the anticipation of influencing buying behavior of the customer. In today’s competitive world, a quality is positioned on an approach, which can accomplish these objectives. One challenge at such a plan includes the use of a celebrity representative. According to Akin and Block (1983), there are numerous bases as to why a famous endorser may be dominant. First, such a representative attracts consideration toward the commercials into the messy flow of communication. In addition, celebrities are conventionally observed as being greatly active individuals with eye-catching and likeable traits (Kamins et al. 1989). The use of famous persons in promotions is traced back to nineteenth century and these general promotional practices have revealed a large quantity of intellectual as well as realistic considerations. Mainly academic analysis of celebrity support encompasses the sphere of spokesperson credibility and charismatic representatives, and recommends that famous persons exercise their impact on customers through apparent traits (Ahmed 2012; Ohanian 1990, 1991). A number of research studies reveal that use of eye-catching celebrity serve as a foundation to enhance feelings towards the ads. This mind-set to the commercials is identified as psychological circumstances that be exercised by persons to systematize the manner, how to recognize the surroundings as well as organize the manner a person react towards it (Haghirian & Madlberger 2005).
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
This chapter describes the various methods and techniques used to collect and analyze the data gathered for the study to gain a deeper understanding of the topic under study.
The data collection stage is important since the result of the analysis is dependent on the quality of the data obtained. Therefore, the method selected for data collection must be the most appropriate to assist in achieving the objectives of the study:
RESEARCH DESIGN
The type of research design for this study is exploratory and it is conducted because a problem has not been clearly defined. It helps to determine the best research design, data collection method and selection of subjects.
This is the best approach if one aims at clarifying understanding of a problem by threePrimary ways which are Literature Research, talking to experts in the area of study andConducting focus group interviews as claimed by Saunders et al (2000).
POPULATION OF THE STUDY
The population of this study is the regular staff of Pampers diapers Abuja. The population figure for the study was 65.
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND INTERPRETATION
INTRODUCTION
This chapter is devoted to the presentation, analysis and interpretation of the data gathered in the course of this study. The data are based on the number of copies of the questionnaire completed and returned by the respondents. The data are presented in tables and the analysis is done using the chi-square test.
TESTING HYPOTHESIS
Hypothesis 1
H0: There is no significant relationship between celebrity advertisement and sales volume of an organization.
H1: There is a significant relationship between celebrity advertisement and sales volume of an organization.
Level of significance: 0.05
Decision rule: reject the null hypothesis if the p-value is less than the level of significance.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
SUMMARY OF FINDINGS
The objectives of this study were;
- To examine the impact of celebrity advertisement on consumer behavior.
- To examine the impact of celebrity advertisement on sales volume of an organization volume of an organization.
- To make recommendations on the use of celebrities in the advertisement of products and services.
Findings from the study revealed that majority of the respondents are of the opinion that there is a significant relationship between celebrity advertisement and sales volume of an organization and that celebrity advertisement influences consumer behavior.
CONCLUSION
This research concluded that the Celebrity endorsed advertisements are more attractive than the non-celebrity endorsed advertisements. Respondents also voted that the best medium for watching the advertisements is TV and then Internet. It is further concluded that the highest relationship existed between the perception and the buying behavior. The lowest relationship is, between celebrity attractiveness and the perception. There is a significant relationship among all attributes of the celebrity. It is finally concluded that there is a significant relationship between celebrity advertisement and buying behavior. Respondents clearly conveyed that they do purchase those products and services, which are endorsed by the celebrities. Results show that the celebrity advertisement has reasonable impact on customers as per their attitude and buying intention. Physical attractiveness, credibility and congruence of the celebrity with the reference to endorsed advertisement all have impact on customer perception about the advertised product. It has also been highlighted that celebrity advertisement advertisements boosting up the sales and purchase of product, people like to buy the products more if endorsed by the celebrity and it shows that today’s customer is aware and influenced by media.
RECOMMENDATIONS
Celebrity advertisements has changed the way advertising used to be few decades ago. It is been accepted to be a ubiquitous feature of modern day marketing (McCracken 1989). The use of celebrity endorsers in the promotion and the sales of products have much influence on customers of organizations concerned. However, some respondents are not influenced by celebrities in adverts. Celebrity advertisement is an expensive engagement and must be planned carefully in order for firms adopting it to gain profitability. As a result a greater understanding of consumers ‘reactions towards celebrity advertisements can help marketers to use it more effectively. It is important that firms that have tarnished images turn to this sort of promotion because celebrities aid advertisement to effectively stand out from the other surrounding clutter. From managerial perspective, the outcomes of this study bring practically important results for marketers to consider when choosing a celebrity for an advertisement.
The following recommendations are suggested:
- Organizations are encouraged to intensify the use of celebrities to promote their products;
- Organizations should also critically assess the right personality of celebrities for the promotion of their products;
- Organizations involved should conduct cost benefit analysis to be sure if the use of a celebrity is worth the amount to be paid for the services of the celebrity;
- Companies should critically assess to see if the use of celebrities is really necessary so as to avoid misallocation of resources.
- In order to avoid image change and the corresponding loss of public recognition that is associated with celebrity advertisement, a firm should examine a celebrity’s life cycle stage at the time of the advertisement;
- To justify paying heavily for a celebrity endorser firms should select celebrities who enjoy wide audience.
REFERENCES
- Agrawal, J. and Wagner A.K. (1995), The Economic Worth of Celebrity Endorsers: An Event Study Analysis, Journal of Marketing, 59, 56-62
- Ahmed, R.R. and Ahmad, S. (2014), Pharmaceutical drug promotion in Pakistan: Issues in ethical & non-ethical practices, Middle-East Journal of Scientific Research, 20 (11), 1630-1640
- Ahmed, R.R., Parmar, V. and Ahmed, J. (2012), Factors that affect attitude towards Generic Drugs Perception: Comparison of Physicians & General Practitioners of Karachi City, International Journal of Management, IT and Engineering, 2 (11), 151-178
- Ahmed, R.R., Vishnu, P. and Amin, M.A. (2014), Impact of Product Packaging on Consumer’s Buying Behavior”, European Journal of Scientific Research, 122 (2), 125-134
- Ahmed, R.R., Vveinhardt, J., Ahmad, N. and Mujeeb, M. (2014), The Business Outsourcing in Telecommunication Industry: Case of Pakistan, Transformations in Business & Economics, 13, 2B (32B), 760-779
- Atkin, C. and Block M. (1983), Effectiveness of Celebrity Endorsers, Journal of Advertising Research, 23, 57-61 Belch, G.E., and Belch, M.A. (2008), Advertising and Promotion: An Integrated Marketing Communication Perspective. (6th ed.) New York
