Celebrity endorsed advertisements-a perception study

Advertising is the most important way to attract the consumers. Very often, different advertising styles are used by advertisers to influence consumers and one of the most popular choices is use of Celebrity Endorsements. Therefore it is important to study the perception of the consumers towards celebrity endorsed advertisements so that the company can strategize its advertisements and standout itself in the cluttered market of advertisements. For this study sample size of 104 was taken from Pune region. Data was collected through close-ended questionnaire and convenience sampling was used. The study revealed that maximum respondents perceived that the celebrity endorsed advertisements were more effective, had more influential intensity, had prompt recognition and recall value than non-celebrity advertisements and were of the belief that celebrities themselves use the products endorsed by them. Also it was perceived that, television is most likely medium to convey celebrity endorsed advertisements, consumers often come across celebrity endorsed advertisements, most of the consumers were attracted towards celebrity endorsed advertisements and movie actor/actresses are the major influencers in the celebrity category.