Celebrity Endorsement in FMCGs Advertising –A Case Study in a Culturally Vibrant Society

Patra Gouranga () and Brajesh Kumar
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Patra Gouranga: Department of Commerce, Assam University, Silchar 788011, Dist-Cachar (Assam), INDIA

Advances In Management, 2011, vol. 4, issue 8

Abstract: Advertising is nothing but brings the things into the cognitive range of the audience. A traditional view of advertisement communication holds that advertisement is something the advertiser does to the audience. Advertisement is viewed as a stimulus that triggers the desire response. Advertising elicits responses that audience is exposed to. People tend to select for attention those advertisements that are quickly recognizable and recallable as being accordance with interest or beliefs which they already hold. In this regards Advertisers use celebrities to enhance audience attractiveness, make the ad memorable, more recallable, credible and desirable and add glamour to the product. In this sense, we are trying here to study the components of ads copy in creating impact of an advertising campaign on customers and potential consumers and the strategic position of celebrity endorsement in FMCGs product advertising in the context of cultural set up of North East India. The finding of the study supports that for fast moving consumer goods advertising, celebrity plays a crucial role to make interest level of the respondents. Results also represent that celebrity creates more impact compared to message and background set up as a component of interest.

Date: 2011
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