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Market advertisement and celebrities personality

Author: 
Dr. Suresh Hiremath
Subject Area: 
Social Sciences and Humanities
Abstract: 

In a market Where advertising plays a vital role in coordinating consumer purchasing behavior it becomes pertinent for companies to induct all possible measures in the customer through an effective advertising campaign theory and practice proves that the use of superstars in advertising generates lot of publicity and attention the billions of dollars spent per year on celebrity endorsement contracts show that celebrities like Liz Hurley Britney spears and tiger woods’ play an important role for the advertising industry Sachin Tendulkar and Ricky panting for example have signed contracts worth millions with sportswear manufacturer Reebok international Inc. the underlying question in how the lively interest of the public in the rich and the famous’ can be effectively used by companies to promote their brands and consequently increase revenues? As a first step to answer tips question this paper will examine the relationship between celebrity endorsement and brands, by applying a selection of widely accepted principles of how consumers’ brand attitudes and preferences can be positively influenced.

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