Distribution of Respondents as Regards the Statement Endorsement Advertisements Enhance Memorability of Brand

Satish Chandra Gaur

42-45 Vol: 2, Issue: 1, 2012

Receiving Date: 2011-11-28
Acceptance Date: 2011-12-25
Publication Date: 2012-01-25

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Abstract

Marketers recognize that people are more likely to be influenced by a message coming from someone
with whom they feel a sense of similarity. If the communicator and receiver have similar needs, goals,
interests, and lifestyles, the position advocated by the source is better understood and received. This
statement explains why so many commercials choose as their protagonists someone who is from the
target group. An example could be the stereotypical housewife in an advertising film whose aim is to
persuade the segment described as housewife about the virtues of a washing powder. However, such
similarity is not always desired or indeed attractive or appropriate. Hence the recognition of the value of
celebrities when designing advertising campaign.

Keywords: Advertisements; Brand; Marketers

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International Journal of Transformations in Business Management

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