A studying of the level of awareness of the respondents towards celebrity endorsed advertisement with special reference to fmcg through unaided recall technique

In the present era of globalization, the corporate face a stiff competition from their rivals and to overcome this global competition an attractive advertisement is essential as it plays a crucial role. Advertisements impress the prospective buyers through its word jargons, music, theme, appeal and presentation style. Further, the posing celebrity model captivates the attention of the audience in order to create an interest and tempt them to purchase the product or a service. The repeated association of a brand with a celebrity may ultimately lead consumers to think that their brand possesses the attractive qualities that are similar to the celebrity's quality.

It also confers trustworthiness and the popular personality posing for a particular product helps the seller to captivate and sustain the attention of the consumers towards the advertisement. Thus celebrity in the advertisements helps various brands to compete with each other. Celebrity endorsements are double-edged sword which needs to be used properly by the advertisers in reaping the maximum benefit as they spend crores of rupees for a celebrity for their presence in an advertisement.