Advertisement and Airtel
IMPACT OF ADVERTISEMENT ON BRAND & REVENUE
A
CASE STUDY ON
[pic]
SUBMITTED TO
CONTENTS
1. Introduction
2. About Airtel
3. Positioning Of Airtel Through Celebrity Endorsement
4. Effect of Advertising Expenditure On Sales
5. Questionnaire
6. Questionnaire Survey Findings
7. Conclusion
INTRODUCTION
Brands all over the world use celebrities to advertise their products. As early as 1890, actress Sarah Bernhardt appeared on posters for La Diaphane, a famous brand of rice powder at the time (Lehu, 1993). The use of celebrities in advertising is not, therefore, a new phenomenon, but it has become increasingly widespread. Brands like Pepsi have featured stars such as Michael Jackson, Madonna, or even the Spice Girls, with varying impact (Erdogan,1999). Pizza Hut launched its restaurants on the international market with icons that are almost universally recognized, such as Cindy Crawford, Linda Evangelista, and Pamela Anderson. Some stars have several contracts with different brands: it is estimated that Michael Jordan, who appears in advertisements for Nike, Coke, Wheaties, Mc Donald's, Hanes, Oakley, and Gatorade, has an impact worth about 14 billion dollars on the American economy (Erdogan & al., 2001). Similarly, in a single week, French footballer Zinedine Zidane appeared on posters for Dior perfume and Leader Price hard-discount supermarkets, as well as TV ads for Dannon yoghurt. Stars have become a vital component of advertising for certain categories of products, like perfume and cosmetics.
While celebrity endorsement in advertising is not a new phenomenon, it has certainly become much more widespread over the past twenty years. It has even become common practice for some companies. In fact, consumers have become increasingly keen on celebrities (Masse-Stamberger, 2005): they are interested in people who are well-known simply due to the fact they have appeared on television, — like the
A
CASE STUDY ON
[pic]
SUBMITTED TO
CONTENTS
1. Introduction
2. About Airtel
3. Positioning Of Airtel Through Celebrity Endorsement
4. Effect of Advertising Expenditure On Sales
5. Questionnaire
6. Questionnaire Survey Findings
7. Conclusion
INTRODUCTION
Brands all over the world use celebrities to advertise their products. As early as 1890, actress Sarah Bernhardt appeared on posters for La Diaphane, a famous brand of rice powder at the time (Lehu, 1993). The use of celebrities in advertising is not, therefore, a new phenomenon, but it has become increasingly widespread. Brands like Pepsi have featured stars such as Michael Jackson, Madonna, or even the Spice Girls, with varying impact (Erdogan,1999). Pizza Hut launched its restaurants on the international market with icons that are almost universally recognized, such as Cindy Crawford, Linda Evangelista, and Pamela Anderson. Some stars have several contracts with different brands: it is estimated that Michael Jordan, who appears in advertisements for Nike, Coke, Wheaties, Mc Donald's, Hanes, Oakley, and Gatorade, has an impact worth about 14 billion dollars on the American economy (Erdogan & al., 2001). Similarly, in a single week, French footballer Zinedine Zidane appeared on posters for Dior perfume and Leader Price hard-discount supermarkets, as well as TV ads for Dannon yoghurt. Stars have become a vital component of advertising for certain categories of products, like perfume and cosmetics.
While celebrity endorsement in advertising is not a new phenomenon, it has certainly become much more widespread over the past twenty years. It has even become common practice for some companies. In fact, consumers have become increasingly keen on celebrities (Masse-Stamberger, 2005): they are interested in people who are well-known simply due to the fact they have appeared on television, — like the