RATIONALE OF THE STUDY

The modern world of marketing communication has become colorful and

inundated with advertisements, and it is hard to get noticed. It is an uphill
task for the designer of an advertising campaign to differentiate itself from
others and attract viewers attention.
Everyday consumers are exposed to thousands of voices and images in
magazines, newspapers, and on billboards, websites, radio and television.
Every brand attempts to steal at least a fraction of an unsuspecting persons
time to inform him or her of the amazing and different attributes of the
product at hand. The challenge of the marketer is to find a hook that will
hold the subects attention.In helping to achieve this, use of celebrity
endorsers is a widely used marcom strategy.
In this et age, people tend to ignore all commercials and advertisements
while flipping through the magazines and newspapers or viewing T!. "ut
even then, the glamour of a celebrity seldom goes unnoticed. Thus, celebrity
endorsement in advertisement and its impact on the overall brand is of great
significance. In this process, the companies hire celebrities from a particular
field to feature in its advertisement campaigns. The promotional features and
images of the product are matched with the celebrity image, which tends to
persuade a consumer to fix up his choice from a plethora of brands.
#lthough this sounds pretty simple, but the design of such campaigns and
the subse$uent success in achieving the desired result calls for an in%depth
understanding of the product, the brand obective, choice of a celebrity,
associating the celebrity with the brand, and a framework for measuring the
effectiveness.
&ompanies invest large sums of money to align their brands and themselves
with endorsers. 'uch endorsers are seen as dynamic with both attractive and
likeable $ualities and companies plan that these $ualities are transferred to
products via marcom activities. (urthermore, because of their fame,
celebrities serve not only to create and maintain attention but also to achieve
high recall rates for marcom messages in todays highly cluttered
environments.
Aristotle said, )"eauty is a greater recommendation than any letter of
introduction.* This could aptly summarize why innumerable products are
endorsed by celebrities, with or without a significant need or benefit from
the same.
'imilarly every product has an image. The consumer tries to consume a
brand which has the maximum fit with his+her own personality+image. The
celebrity endorser fits in between these two interactions, where he tries to
bring the image of the product closer to the expectation of the consumer, by
transferring some of the cultural meanings residing in his image to the
product.
)The model of &elebrity Endorsement*, is essentially based on the
theoretical framework of Classical Conditioning given by ,avlov.
-pfront, this seems like a very effective weapon in mature and saturated
markets, which differentiates products from those of the competitors by
clearing the clutter and reaching the consumer. "ut is the impact so
significant, or are the celebrities themselves adding to the clutter.
LITERATURE REVIEW
Successful branding programs are based on the concept of singularity.
The objective is to create in the mind of the prospect the perception that
there is no other product on the market quite like your product.
- Al Ries La!ra Ries "#$$%&
Indian advertising started with the hawkers who used to call out their wares
right from the days when cities and markets first began. /ith this evolved a
strategy that tried to benefit from the emotional attachment of the admirers
or the fans of the celebrities0 in the form of celebrity endorsement.
,aper tries to understand the process of consumer psychology and impact of
celebrity endorsement on the overall process of brand building. The in%depth
study of various models brings to light the complexities pertaining to
celebrity endorsement. # symbiotic model has been proposed to define1 how
to make celebrity endorsement a win%win situation for both the brand and
the brand%endorser. '(rand) is the most valuable asset of any firm. #ny
thoughtless adventure can be like the 'word of 2amocles. Its the strong
idea of promotion which is a more strategic means of brand%building0
which can be an economical alternative over celebrity endorsement.
It doesnt matter ho ne an idea is! hat matters is ho ne it
becomes.
- Elias Canetti "#$$*&
If youre trying to persuade people to do something" or buy something" it
seems to me you should use their language" the language in hich they
think.
- Da+id Ogil+, "*%#%&
This paper rifles through the concept of celebrity endorsement and provides
insights on what it is and how the increasing number of endorsements, throw
a valid $uestion to the consumers. Is there a science behind the choice of
these endorsers or is it ust by the popularity measurement. /hat are the
reasons which lead to impact of celebrity endorsement on brands.
Through research and analysis, this paper emerges with a 34%point model
which can be used as blue%print criteria and can be used by brand managers
for selecting celebrities, and capitalizes the celebrity resource through 567
degree brand communication since our research proposes it as the
foundation brick of the impact of celebrity endorsement. 8ur study reveals
that the impact of celebrity endorsement is proportional to the 34 factors
discussed in the model.
The success of a brand through celebrity endorsement is a cumulative of the
34 attributes. 9reater the score of the below greater are the chances of
getting close to the desired impact.
The general belief among advertisers is that brand communication messages
delivered by celebrities and famous personalities generate a higher appeal,
attention and recall than those executed by non%celebrities. The $uick
message%reach and impact are all too essential in todays highly competitive
environment.
/e put forward certain ideas like :positioning by association, :diminishing
celebrity utility and the ;ultiplier Effect which show the triangular
relationship between the brand, the consumer and the celebrity.
<ow, despite the potential benefits derived from celebrity endorsements,
they increase a marketers risk manifolds and should be treated with full
attention and aptitude. # brand should be cautious when employing
celebrities to ensure promise believability and delivery of the intended
effect. The growing importance of mythical characters as celebrities and
their sway over the target segments are ample proof of public demand for
icons to look up to.
O(-ECTIVES.
3.To know the benefits and opportunities of &elebrity Endorsement in =ewa
city.
>.To study the challenges and impact in &elebrity Endorsement growth .
5.To assess the latest trend in celebrity endorsement globally, Indian and
local ?=ewa@ level.
4.To study the impact of growth of celebrity endorsement in small city like
=ewa.
A.To analyse the latest global scenario of celebrity endorsement and its
impact on India and =ewa.
RESEARCH /ETHODOLO0Y
RESEARCH HY1OTHESIS1
# tentative insight into the natural world, a concept that is not yet verified
but that if true would explain certain facts or phenomena. The hypothesis to
be tested in this study is1
)There are sufficient opportunities for &elebrity Endorsement products in
=ewa.*
RESEARCH DESI0N1
2escriptive research design is used in this research. It includes survey and
fact finding in$uiries of different kinds. The maor purpose of descriptive
research is description of the state of the affairs, as it exists at present.
DATA COLLECTION1
There are two sources through which data is collected.

1ri2ar, Data1,rimary data to be collected mainly through structured
$uestionnaire.
The $uestions will design in an easily understandable manner that the
respondents may not have any difficulty in answering them.
Secondar, Data1'econdary data to be obtained through websites, books,
and online magazines and ournals.

SA/1LIN0 DESI0N
a. ,roected 'ampling techni$ue 1 'imple =andom 'ampling
b. ,roected 'ample size 1 377
c. ,roected 'ampling area 1 =ewa
E31ECTED OUTCO/E OF THE STUDY
The increasing number of endorsements throws a valid $uestion to the
consumers. Is there a science behind the choice of these endorsers or is it
ust by the popularity measurement. /hat are the reasons which lead to
impact of celebrity endorsement on brands.
Through research and analysis, this paper develops a 34 point model, which
can be used as a blueprint criterion which can be used by brand managers for
selecting celebrities, and capitalizes the celebrity resource through 567
degree brand communication, since our research proposes it as the
foundation brick of the impact of celebrity endorsement. 8ur study reveals
that the impact of celebrity endorsement is proportional to the 34 factors
discussed in the model.
The success of a brand through celebrity endorsement is a cumulative of the
following 34 attributes.
Fit 4it5 t5e Ad+ertising Idea
Cele6rit,-Target A!dience /atc5
Cele6rit, Val!es
Costs o7 Ac8!iring t5e Cele6rit,
Cele6rit, Regional A99eal Factors
Cele6rit,-1rod!ct /atc5
Cele6rit, Contro+ers, Ris:
Cele6rit, 1o9!larit,
Cele6rit, A+aila6ilit,
Cele6rit, 15,sical Attracti+eness
Cele6rit, Credi6ilit,
/!lti9le Endorse2ents
W5et5er Cele6rit, is a (rand User
CHA1TER 1LAN
C5a9ter -# Introd!ction
C5a9ter -* Literat!re re+ie4
C5a9ter ; O6<ecti+es
C5a9ter = H,9ot5esis
C5a9ter > Researc5 2et5odolog,
C5a9ter ? data anal,sis and Inter9retation
C5a9ter -@ Findings
C5a9ter-A s!ggestions and reco22endations
C5a9ter -$ Li2itations
C5a9ter #%-Concl!sion
AnneB!re
REFERENCES
(i6liogra95, .
,ositioning1 # battle for mind % Back Trout and #l =ies
Erdogan ?3CCC@, D&elebrity Endorsement1 # Eiterature
=eviewD, #ournal of $arketing %esearch, 3A, >C3%534
Findu "usiness Eine, >775,Tellis, Effective #dvertising1
-nderstanding /hen, Fow, and /hy #dvertising works
;c&racken, 9rant ?3CGC@, D/ho is the &elebrity Endorser.D #ournal of
&onsumer %esearch, 36 ?2ecember@, 537%5>3.
We6sites.
www.thedayaftertomorrow.com
www.synovate.com H >775
www.indiantelevision.com
www.magindia.com
www.blonnet.com