Vol: 2, Issue: 4 2012

Page: 33-35

Effectiveness of Endorsement on Advertisement: A Customer Perspective

Gaurav Vashishtha

Consumers who are particularly knowledgeable about a product or service or have strongly established attitudes may be less influenced by a celebrity than those with little knowledge or neutral attitudes. For example one study found that college-age students were more likely to have positive feelings toward a product endorsed by a celebrity than were older consumers. Tell is (1998) discussed financial risks as a risk associated with celebrity endorsements. Celebrity endorsements have become a part of many advertisers’ promotional strategy and companies pay millions of dollars each year for the endorsements of their products by athletes.21 it is important for advertisers to consider if the celebrity endorser is worth the investment. For example, the costs associated with using celebrities as endorsers are rising. Some celebrities endorse several products, sometimes even switching their endorsements to rival brands; the negative publicity generated by some celebrities has added the potential risk of negative impact which can result in decreased sales.