Analytical Study of Association Between Celebrity Advertising and Brand Recall
The IUP Journal of Brand Management, Vol. 7, Nos. 1 & 2, pp. 25-50, March & June 2010
Posted: 22 May 2010
Date Written: May 21, 2010
Today, the use of celebrity endorsement has increased drastically. It has become an integral part of almost every brand’s promotional campaign and a big marketing trend. TV channels are flooded with advertisements most of them being celebrity advertisements. Celebrities are seen endorsing almost every product meant for selling. Due to high channel surfing, it is very difficult to keep the viewers’ attention for a long time and to focus in a productive way. Perhaps, the advertisement with a celebrity is more likely to keep a TV remote control from changing the channel vis-à-vis a commercial with an unknown artist. While studying the rationale behind the increasing trend of celebrity endorsements across the globe, researchers explore several dimensions of the ‘celebrity endorsement’ technique. They summarize that celebrity endorsements are worthwhile investments in advertising considering their several benefits. Instant and better recall is one of the most important benefits. Celebrities can bring quick memorability, recall and recognition, and direct client connection with the audience. Leading film and sports personalities are the preferred choice of the Indian marketers for a better recall. This paper tries to explore various dimensions of celebrity endorsements.
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