Influence of Celebrity Advertisements

Influence of Celebrity Advertisements India is one of the youngest countries in the world with 60% of its population less than 24 years of age. Maximum youngsters are using TV as a source of information. The study reflects that Young generation is highly influenced and convinced by celebrity advertisements. They feel celebrity advertisements increase credibility of TV advertisements. Physical appearance and personality of celebrity are also important factors to make TV advertisements more effective and convincing. The buying behavior of young generation is influenced by celebrities knowledge and experience. They prefer female celebrities for TV advertisements. According to them celebrity should be young/adult with appealing figure and celebritys Status, class, and lifestyle should match with the product which they are going to endorse. This study reflects few interesting result that Indian youth and adult majority do not give any importance to the caste, regional and religious background of celebrity for TV advertisement s. * Professor and Head, Accurate Institute of Management and Technology,Greater Noida, Gautam Buddha Nagar, (Uttar Pradesh India) ** Scientist, Center for Science Communication, Devi Ahilya Vishwavidyalaya, Indore (Madhya Pradesh, India) *** Professor and Head, School of Social Science, Devi Ahilya Vishwavidyalaya,, Indore (Madhya Pradesh, India) Introduction In Indian family life cycle, young members of family play a vital role in buying behavior. The term young refers to persons who are no longer children and not yet adults. India is one of the youngest countries in the world with 60% of its population less then 24 years of age and is charted as the most prospective destination for retail investment in the A. T. Kearneys Global Retail Opportunity Report, 2007. The Indian young segment roughly estimates close to 250million (between the ages of fifteen and twenty-five) and can be broadly divided (socio-psychologically) into three categories: the Bharatiyas, the Indians the Inglodians (copyright Kaustav SG 2008). The Bharatiyas estimating 67% of the young population live in the rural areas with least influence of globalization and have high traditional values. They are least economically privileged, most family oriented Bollywood influenced generation. The Indians constitute 31.5% and have moderate global influence. They are well aware of the global trends but rooted to Indian family values, customs and ethos. The Inglodians are basically the creamy layers and marginal (1.5% or roughly three million) in number though they are strongly growing (70% growth rate). Inglodians are affluent and consume most of the trendy luxury items. They are internet savvy the believers of global-village (a place where there is no difference between east west, developing developed countries etc.), highly influenced by western music, food, fashion culture yet Indian at heart. According to The Financial Express Special, Tuesday, February 9, 2010 New Delhi young (age 13 to 35 years) population in India is 459 million in which literate young population is 333 million. More specifically age group (13 to 19) population is 36.7 million, age group (20 to 24) population is 22.1 million and age group (25 to 35) population is 44.3 million. Out of 333 million young populations, male young population is 186.5 and female young population is 146.2 million. However Television is most popular source of information with 78 % (91% urban, 70% rural) young viewer-ship. Newspaper comes second with 53 % (65.3 % urban, 45.9 % rural) readership, though it scores over television when it comes to being the primary source for news current affairs. Data also shows that maximum youngsers are using TV as a source of information. The importance of advertising has been widely accepted all over the world and has profound recognition in the global market. In India the role of advertising is getting more stress day by day and every businessman wants to invest willingly in advertising. The advertising business in India grew from Rs10 crores in 1955 to Rs 8000 crores in 2000* and in Nov 2005 it is estimated Rs.19900 crores and it is expected that it will reach Rs 55,800 crores by 2010 as estimated by Dainik Bhaskara. The fast growth of advertising industry in India is because of the phenomenonal development of such media as television, radio, and computer and in addition to the large number of new products introduced due to rapid industrialization new economic policy and economic development of the country. Billions of dollars are spent on celebrity endorsements, which show its importance for the advertising industry. A recent estimate notes that one quarter of all commercials screened in the USA include celebrities. In UK one in five (20%) marketing communication campaign features celebrities. (Journal of Advertising Research) In India, 20% of advertisements is endorsement by celebrities. Dainik Bhaskar estimates the total expenditure on advertising as Rs 19900 crores (Nov 2005) while on celebrity endorsement Rs 950 crores. Theory and practice prove that use of super star in advertising generates a lot of publicity and attention for public.( Ohanion 1991 ) At present the business companies prefer the use of celebrities as spokespersons in order to position and promote the sale and popularization of products or brands. The use of celebrities has become a favorable marketing strategy. Celebrities are people who enjoy public recognition by a large share of certain group of people, whereas attributes like attractiveness, extraordinary lifestyle or special status are just examples and specific common characteristics can not be observed. It can be said that within a corresponding special group, celebrities generally differ from their source name, and enjoy a high degree of public awareness. The main reason for using celebrities, as spokespersons is their high potential influence. The celebrities get higher degree of attention recall. They increase awareness of a company advertising, create positive feeling towards brands and areperceived by consumers as more entertaining (Soleman 2002). Using a celebrity in advertising is therefore likely to positively affect consumers brand attitude and purchase intention. It is estimated that approximately 20 percent of all advertisements use celebrity spokespersons payment to celebrities account for around 10 percent of all advertising dollars spent. Literature Review Researchers in the fields of marketing, communications and social psychology have tried to identify factors related to the endorser that are central to understanding and improving their effectiveness. The theoretical basis for assuming that an advertisements effectiveness increases relative to the trustworthiness, expertise, and attractiveness of the communicator stems from two research streams: source credibility (comprising of source trustworthiness and source expertise) and source attractiveness (also referred to collectively as the source models). From their study in 1953 Hovland et al. established the source credibility model and defined expertise as the extent to which a communicator is perceived to be a source of valid assertions and trustworthiness as the degree of confidence in the communicators intent to communicate the assertions he considers most valid. Source Attractiveness does not refer to physical attractiveness per se it is related to three more general concepts: similarity, familiarity, and liking. The model holds that the effectiveness of a message depends on the sources familiarity, likeability, similarity, and attractiveness to the respondent. Familiarity is considered knowledge of the source through exposure, whereas likeability is affection for the source as a result of the sources physical appearance and behavior; and similarity is the supposed resemblance between the source and the receiver of the message (McGuire, 1985). According to the source models, endorsers are effective when they are seen by consumers as trustworthy (Friedman Friedman, 1976; G. Miller Basehart, 1969), experts (Crano, 1970; Crisi Kassinove, 1973; Woodside Davenport, 1974), and attractive (Joseph, 1982; McGuire, 1985). Although there are a number of moderating influences (e.g. fit with product and audience; low vs. high purchase decision; prio r attitudes), in general, the more trustworthiness, expertise, and attractiveness the endorser has, the more effective they are at changing consumer attitude and opinion. (Brinol, Petty, Tormala, 2004; Gotlieb Sarel, 1991; Grewal, Gotlieb, Marmorstein, 1994; Harmon Coney, 1982; Hovland, Irving, Kelly, 1953; Hovland Weiss, 1951; Sternthal, Dholakia, Leavitt, 1978) Empirical evidence in support of source credibility is abundant. Source credibility is credited with improved consumer confidence (Brinol et al., 2004), reversing negative predispositions (Sternthal et al., 1978), increasing product purchase intentions (Harmon Coney, 1982), and altering consumers reactions to advertisements and brands (Goldsmith, Lafferty, Newell, 2000). Additionally, research has shown that highly credible sources induce more behavioral compliance than do less credible sources (Ohanian, 1990, p. 42); OBJECTIVES OF STUDY To analyze the influence of celebrity TV advertisements on young generation. To find out impact of buying behavior factors on young population HYPOTHESIS 1. H01: Young generation is not influenced by celebrity TV advertisements 2. H02: There is no impact of buying behavior factors on young generation 5. RESEARCH METHODOLOGY Survey was conducted in district Gautam Budh Nagar. The 300 sample size was selected in such a way that both the young and adult were represented proportionately. In most of the situations many respondents had refused and some respondents had not cooperated to fill the questionnaires. Hence 450 respondents were selected by non-probability convenience sampling method to fill thequestionnaire. Only 300 respondents have given appropriate and complete information on sent questionnaire. Rests of the questionnaires were dropped because of incomplete information. A five-point interval Likert scale from strongly agree (5) to strongly not agree (1) was used to measure the response to each statement (items). Z Test used to test mean difference between two samples Z Test: SE= Standard Error = Standard Deviation (Adult) Standard Deviation (YOUNG) = Mean of Adult = Mean of YOUNG = Number of Observations (Adult) = Number of Observations (YOUNG) Z= Z Test DATA ANALYSIS Data analysis shows that out of 300 respondents, there were 166 (55.33 %) young respondents and 134 (44.67 %) were adult respondents in this study age group of 12 year to 21 years considered as Young respondents and Age group of 22 year to 45 years considered as Adult respondents. (Table-1) More specifically data analysis shows that in male respondents, young were118 (39.33%) and adult were 80 (26.67%). Similarly in female respondents, young were 48 (16 %) and adult 54 (18 %) (Table-1.1) INFLUENCE OF CELEBRITIES ON RESPONDENTS (CONSUMERS) THROUGH T.V. ADVERTISEMENTS 6.1. INFLUENCE To measure the influence of celebrity through T.V. advertisements on respondents, eight questions were asked from respondents. (Figure-1) According to Table No.2 results shows that both young and adult respondents have similar opinion. They were in favor of the fact that Celebrity advertisements are more effective; create more attention and trust than non celebrity advertisements. However young generation feels that celebrities have more expertise than non-celebrities for T.V. advertising. They feel more convinced by celebrity advertisements. According to them, use of celebrities increases advertisements credibility. Physical appearance and personality of celebrity are also important factors to makes T.V. advertising more effective and convincing. 6.2. ANALYSIS OF FACTORS, WHICH INFLUENCE THE BUYING BEHAVIOUR OF YOUNG GENERATION Twenty-four specific attributes of celebrities (factors) have been analyzed under the major four factors expertise, trustworthiness, physical appearance and personality (Figure-2) 6.2.1. EXPERTISE Seven statements were asked to respondents to analyze specific expertise attributes of celebrities, which may influence the buying behavior of respondents Table No. 3 shows that buying behavior of young generation influenced, if celebrities are experienced and users of product. However, adult respondents feel that celebrities should have knowledge of the products which they are going to endorse by TV advertisements. According to both type of respondents (adult and young) celebrities should be educated and skilled, qualified and Justified for that product which they are going to promote. Result also reflects that technical knowledge about product/brand to celebrity is not required to convince purchase. 6.2.2. TRUSTWORTHINESS Specific attributes of trustworthiness of celebrities have been analyzed on the basis of five statements According to table no.3.1 Young and adult both respondents purchase their products on the trust, honesty, truthfulness and dependability of celebrities. However adult respondents feel celebrities should be sincere and Reliable also to influence their buying behavior. 6.2.3. PHYSICAL ATTRACTIVENESS To analyze specific attributes of physical attractiveness of celebrites five questions were asked from respondents to measure the infuluence on buying behaviour of respondents Table 3.2 results shows that young generation feels that celebrities should be young/adult and they should have appealing figure (sexy and beautiful) they prefer female celebrities for TV advertisement. However, both (young and adult) respondents feel that celebrities should be smart (body constitution) to convince to purchaser. They also believe that Voice and gesture of celebrity is also important factors that affect on their purchase decisions. 6.2.4. PERSONALITY To measure the impact of specific personality attributes of celebrities, seven questions were asked from respondents that may influence their buying behavior. According to findings of Table 3.3 young generation feels that Status, class, and lifestyle of celebrity should match with product/brand and advertisement for effective and convincing advertisement. However adults believe that social cultural background of celebrities influences their buying behavior. Both young and adult respondents have similar thinking towards Image, Reputation and popularity (public figure) of celebrity which plays important role to influence buying behavior of respondents. Analysis also reflects few interesting results that Indian young and adult respondents do not believe in the caste, regional and religious background of celebrity CONCLUSION Young generation is highly influenced and convinced by celebrity advertisements According to them, celebrity advertisements increase credibility of TV advertisements. Physical appearance and personality of celebrity are also important factors to make TV advertisements more effective and convincing. The buying behavior of young generation is influenced by celebrities knowledge and experience about such products which they are going to promote by TV advertisements. They prefer female celebrities for TV advertisements, according to them celebrity should be young/adult with appealing figure (sexy and beautiful) and celebritys Status, class, and lifestyle should match the product which they are going to endorse. Young and adult population commonly feels that celebrity advertisement is more effective; creates more attention and trust than non celebrity advertisements. According to them celebrities must be educated, qualified justified with that product to which they are endorsing through TV advertisements. They dont feel that technical knowledge is required to celebrities to endorse the products. They feel motivated to purchase their products by the trust, honesty, truthfulness and dependability of celebrity. They believe that celebrities should be smart (body constitution) to convince purchaser, they also feel that Voice and gesture of celebrity are also important factors to have effect on their purchase decisions. They have similar thinking that Image, Reputation and popularity (public figure) of celebrity plays important role in influencing the buying behavior. However adult generation believes that social and cultural background of celebrity should match product and TV advertisement. They also feel that celebrities should be sincere and Reliable to influence their buying behavior. This study reflects few interesting results that Indian young and adult majority do not give any importance to the caste, regional and religious background of celebrity for TV advertisements.

Value Chain of Tesco

â€Å"To further the analysis of competitive advantage, Michael Porter introduced the value chain as a tool to examine the activities of a business. † As seen in figure 2, â€Å"Porter distinguished a firm’s support activities from its operational or primary activities. †(Book) [pic][pic] Support Activities Firm Infrastructure Human Resource Management Peta Hay, Director of the Tesco Academy, commented: â€Å"We believe it is more important than ever to invest in our people as Tesco continues to expand both geographically and into new business sectors.Tesco has a proven track record of both nurturing internal talent and successfully attracting external senior executives†. (7) Technology Development Procurement Primary Activities Inbound Logistics The overall cost leadership strategic management of Tesco is exhibited in its lean and agile inbound logistics function. Drawing upon Abeysinghe (2010), the company uses its leading market position and economies o f scope as key bargaining powers to achieve low costs from its suppliers.The analysts have also highlighted the constant upgrading of their ordering system, approved vendor lists, and in-store processes to induce effectiveness and efficiency into the company’s inbound logistics operations. Operations Management Tesco has been praised by a number of supply chain management critics for its effective use of IT systems that facilitate the company’s low cost leadership strategy. According to Tesco (2010), the company has invested over ? 76 million in streamlining its operations through their Tesco Digital program, which is a third generation ERP solution for the company. The company has achieved ? 50 million in increased profitability during 2009 alone due to the introduction of this system. This company -wide ERP system has also facilitated the minimisation of stock holdings within the company. Outbound Logistics Tesco holds leadership position in online and offline food r etail segments, which is due to its efficient and effective outbound logistics. Drawing upon Mintel (2010), the company has developed a range of store formats and types, which are strategically placed to achieve maximum customer exposure. These formats include Express, Metro, Superstores, Extra and Homeplus, which are segmented according to the target population.Marketing and Sales Loyalty programs like Tesco Clubcard are being introduced through information technology advances which dissuade the customers from switching over to their competitors. Tesco has introduced its Greener Living Scheme to give consumers advice on environmental issues, including how to reduce food waste and their carbon footprint when preparing meals . Services Tesco has been pursuing a dual strategy of cost leadership and differentiation, which has led to an increased importance placed on customer service.Drawing upon Keynote (2010), this dual strategy is exhibited through the development of self-service kio sks, financial services, focused direct marketing and promotions. In order to put Tesco’s value chain analysis into perspective, it should be noted that despite cost leadership strategy the company has been able to create a high degree of value in comparison with its key competitors. The relative analysis of the value created by the big four supermarket chains, i. e. , Tesco, Asda, Sainsbury’s and Morrisons has been provided as follows:

Comparing Cherokee And Lakota Creation Stories - 1721 Words

A Comparison of the Cherokee and Lakota Creation Stories Joshua J. Vanderstigchel HIST223 History of the American Indian Tamrala Swafford American Military University 08 July 2017 A Comparison of the Cherokee and Sioux Creation Stories There are many cultures throughout the world, and each has its’ own creation story, and many of them are very similar; however the creation stories of the First Nations’ People are some of the most magical. These stories not only tell how the world was created, but give a glimpse into who the Cherokee and Lakota were, and their views of the relationship between human beings and creation, and human beings and animals. The Cherokee and Lakota creation stories are similar in many ways, but each has†¦show more content†¦The Lakota being the biggest of the three, are from the Great Plains, and are what most people imagine when they hear the term â€Å"Indian†, with feathers in their hair, riding on horseback chasing buffalo, and living in tepees. However, they didn’t always live on the plains, the Ojibwa had pushed them out of Minnesota and Wisconsin, and onto the plains area. Their society was patriarchal with each tiyospaye, their family unit, having a man as the head. The Lakota were also polygamists, taking several wives. Duties and responsibilities of each family member were generally based on sex and age. The men were the hunters, the women were responsible for camp duties, and the children were helpers, doing small tasks like gathering fuel for fire. The Lakota were very prosperous until the near annihilation of the buffalo by the Americans. This and land encroachment by pioneers due to U.S. government policies started the â€Å"Indian Wars†. A famous Lakota during these wars was the Chief Sitting Bull who defeated General Custer at The Battle of Little Bighorn. Eventually, the Lakota had all their land, including their sacred Black Hills, was taken from them and were placed on reservations. On the reservations they had to deal with ever changing federal policies that forbid sacred practices

I Have A Dream Speech Summary - 1149 Words

â€Å"I have a dream† speech was written by American civil rights activist Martin Luther King Jr. on August 28, 1963. It took place at the Washington D.C Civil Rights March, on the steps of the Lincoln Memorial. It is one of the widely known speeches that was given to point out the ongoing racism problem in the United States of America. This speech brought greater attention to the Civil Rights Movement which had been going for years and it is known as one of the famous orations in the history of US. The use of evocative language, repetition of words, vivid imagery, logos, ethos and pathos in the speech has impacted millions of Americans i.e. rich, poor, black, white, old, young, male and female to live together in a Unity peacefully. The speech†¦show more content†¦He constantly repeats the phrase â€Å"I have a dream that†¦Ã¢â‚¬  which creates a mentality among the viewers that Dr. King has faith and he believes that one day it will come true. The word â€Å"Freedom† is repeated more than twenty times to make people clearer and to inspire and encourage people to fight for their freedom. Dr. King also uses parallel structure to organize, connect and emphasize the essential elements of his speech. For example, he states, â€Å"We will be able to work together, to pray together, to struggle together, to go to jail together, to stand up for freedom together† which simply states that we should stand to fight together but it has created a deeper and emotional impact. Another example includes the phrase â€Å"We will not be satisfied† and â€Å"We will never be satisfied† to emphasize that the fights for the freedom will be continued until it’s given. Another major highlight of the speech was that it contains excellent use of Aristotle’s rhetorical appeals i.e. pathos, logos and ethos. King uses pathos to emotionally connect with his black and white audience. One of his good example of pathos includes the line I have a dream that one day right here in Alabama little black boys and black girls will be able to join hands with little white boys and white girls as sisters and brothers. Here King makes correct uses of pathos because in that time, Alabama was one of the state where there wasShow MoreRelatedThe Rhetorical Analysis Of Martin Luther Kings Speech895 Words   |  4 PagesAfrican Americans. His dream for African Americans to be equal, appealed to the emotions of his audience. The desire to live a civil life and not be oppressed was felt by many. Martin Luther King delivered a speech that would immensely make an impact on the country. Summary and background Martin Luther King introduces his speech by acknowledging the efforts of a monumental president (Abraham Lincoln) to end slavery and pass the emancipation proclamation. Throughout the speech King uses metaphorsRead MoreEssay Mlk Speech995 Words   |  4 PagesCritical Thinking 1 Martin Luther King Jr. Ââ€" I Have a Dream Speech The 1960s were a changing time for America. Soon to be gone were the conservative fifties as many post-war baby boomers became young adults. The youth of American was no longer content to continue with traditional thinking, it was a time for a revolutionary change. The changes would affect values, laws, education, lifestyles and entertainment. All of this would take place during a turbulent time for our country. The CivilRead MoreRhetorical Analysis of the I Have a Dream Speech by Dr. Martin Luther King Jr.1219 Words   |  5 Pagesand economic equality for African Americans. In order to share his feelings and dreams with the rest of the nation, Martin Luther King Jr. gave his speech encouraging all to overcome racial segregation. Martin Luther King Jr.’s I Have a Dream speech was very effective due to the use of metaphors, repetition, historical and literary references, and poetic devices. Metaphors Metaphors found throughout the speech created images in the minds of those in the audience and helped make his points strongerRead MoreRhetorical Analysis of Martin Luther Kings I Have A Dream Speech1089 Words   |  5 PagesThe famous â€Å"I Have a Dream† speech delivered by Martin Luther King, Jr. at the historic March in Washington in August 1963 effectively urged the US government to take actions and to finally set up equality between the black and white people in America. Although there were many factors that contributed to the success of the speech, it was primarily King’s masterly use of different rhetorical instruments that encouraged Kennedy and his team to take further steps towards racial equality. King effectivelyRead MoreMy Opinon on the American Dream1393 Words   |  6 PagesHello, There is no way I can do a works cited for this assignment since you did not give me a book that these articles appear in. You requested four pages of writing for this assignment, which is what I gave you. The vocabulary in this paper is appropriate for a senior in college. I have fulfilled all of the instructions for this assignment with the resources you gave me. Thanks. The so-called American Dream is one of the most time-honored and clichà © phrases used to describe the conceptionRead MoreThe American Dream996 Words   |  4 Pagesdefinition of American Dream If we ask most Americans what is the American Dream? the common answers are to become successful, rich, owning houses, cars and etc. In other countries, many people see America as a land of opportunities for a better life and that is the reason why they come here. Every individual who come to America have their goals or dreams that they want to fulfill in life that they can not fulfill in their own country. In another word, their American dream are to have better life for themselvesRead MoreDream Interpretation Informative Speech Essay1675 Words   |  7 PagesSPCH 2010-103 Informative Speech Date: TITLE: Dream Interpretation Type of Informative Speech: Speech Design: Categorical I. Introduction A. Attention Material: â€Å"Dreams feel weird while we are in them. It’s only when we wake up that we realize something was actually strange (Inception, the movie).† Have you ever been curious about what your dreams actually mean? B. Credibility material: There have been many times in my life where I have either woke up in the middleRead MoreBill Of Rights, The Center Of The American Constitution984 Words   |  4 Pagespersonal freedom and limited the central government. There have ten amendments in Bill of Rights, in my point of view, the first and the tenth amendments is the most important. The first amendment is talk about the freedom and the tenth amendments is about decentralization. Then i will give some reasons. â€Å"Congress shall make no law respecting an establishment of religion or prohibiting the free exercise thereof or abridging the freedom of speech, or of the press; or the right of the people peaceablyRead MorePersuasive Speech On Immigration1033 Words   |  5 Pages Persuasive Speech Title: Should states be required to educate the children of illegal immigrants? Speaker: Kevon Jones, Florida Agricultural and Mechanical University student Specific Purpose: To persuade and influence the beliefs of the audience concerning the educating of undocumented children. I. Introduction/Attention A. Attention getter: Since the beginning of time, The United States has been a nation of immigrants seeking freedomRead MoreText Analysis of Mice and Men1400 Words   |  6 PagesIn the excerpts George and Lennie are two friends, one smart the other intellectually disabled, both on a ‘mission’ to achieve the American dream. Their journey reveals a lot about the two. Lennie is a follower, in that he follows and imitates George’s every move. Lennie also suffers from a mental disability. It is also understood that they are from a working class upbringing. In the case of Lennie, it becomes very clear throughout the novel that he is a ‘follower’. He follows George everywhere