AN INQUIRY INTO THE EFFICIENCY OF CELEBRITY ENDORSEMENT AS A MARKETING Dissertation

AN INQUIRY INTO THE EFFICIENCY OF CELEBRITY ENDORSEMENT AS A MARKETING COMMUNICATIONS STRATEGY IN MORDERN SOCIETY - Dissertation Example Furthermore, factors such as the gender and age of the focus group were also taken into consideration as it greatly affects the findings of the study. On the basis of this study, it was observed that findings regarding the effect of celebrity endorsements as a marketing communications strategy could be divided into three key areas, namely – the perception of consumers with regard to a particular celebrity and his /her association with a brand / product or service; key factors which must be taken into consideration while choosing a celebrity for endorsing a particular brand or product; and finally develop a strategic model for Data Analysis: In order to measure the attitudes and perception of consumers towards a product celebrity endorsements various variables will be studied such as - their views on the advertisement; perception of the brand based on that advertisement; and the influence on their purchase decision. The differences in their perceptions with regard to the celebr ity endorsements will be measured on the basis of their attitudes towards single celebrity ads (i.e. a product endorsed by one celebrity) and multiple celebrity ads (i.e. same product endorsed by multiple celebrities). The data will be then analyzed on the basis of percentage of respondents in accordance with these variables such as gender, age, educational background etc. On the basis of the literature review, and the observations likely to be made on the basis of the personal interviews, it could be stated that the success or failure of any celebrity endorsement is a result of several attributes, which will be presented in the questionnaire. This includes - match between the product and the celebrity endorsing it; the choice of celebrity and the target audience; the popularity of the celebrity; the credibility or image of that celebrity in the industry; the values they endorse; their physical appearances; their appeal i.e. locally as well as globally; the likelihood of the risk of them (celebrities) getting involved in a conflict or a controversy; and the number of brands endorsed by the said celebrity. These attributes play a key role in influencing the consumer’s purchase decision and hence must be taken into consideration by the marketers / organizations prior to associating themselves with a celebrity. This information will be presented in the form of graphs, for better clarification the same is depicted in the figure below: Figure 1: Factors taken into consideration while selecting a celebrity for endorsing a given brand / product: The rating will be shown on the x axis while the attributes will be shown on the Y axis. The numbers 1 to 9 indicate the attributes mentioned above, which are taken into consideration by marketers while endorsing a product. The findings in this chart will be based on the observations made as well as on the findings observed in literature review section. In recent times, the global business has become highly complicated and hence the choice of a right celebrity for the product is extremely crucial for the organizations. Their decision strategy may