Celebrity Endorsers and Mascots
CELEBRITY ENDORSER VERSUS MASCOT
SAMPADA RAHALKAR
103
PGDM-B
SIES COLLEGE OF MANAGEMENT STUDIES TABLE OF CONTENTS
Sr. No. Particulars Page No.
1.1 Introduction 2
1.2 Motivation 2
1.3 Research Objectives 3
1.4 Research Problem 3
1.5 Scope & Limitations 3
1.6 Variables under Study 3
2.1 (A) Theoretical Literature Review 4
2.2 (B) Research based Literature Review 6
3.1 Research Design 8
3.2 Sampling Design 8
3.3 Data Collection Methodology 8
3.4 Data Analysis Tools 8
4.0 Research & Findings 9
5.0 Recommendations & Conclusions
6.0 Annexure
7.0 Bibliography CHAPTER 1
INTRODUCTION
With increase in competition in every sector, advertising has become a vital survival need for companies. More and more companies have started including advertising in their budgeting and allocation planning of funds instead of simply managing with leftover funds, as used to be the case with most companies earlier. The goal of advertising is to cost-effectively reach a large audience and attract customers. If done correctly, advertising can enhance the success of a business. A lot of different methods, means, aids and media are used in order to advertise most effectively.
Effectiveness of advertising is often measured in terms of recognition, recall, association and sales difference to name a few. Celebrity endorsers and mascots happen to be two ways of reaching the customers. An analysis on both the methods and its appeal is done and presented in this research paper. A comparison of both the methods is done and suitability of both of them is found out. Further, both are compared based on the return on investment of each one of them. The opinion of the general public is also found out by means of a primary survey.
MOTIVATION / REASON FOR SELECTING THIS TOPIC
Advertising is an integral part of marketing and is one of the most visible elements in providing information about products, services, and ideas. Advertising, PR, Promotion are the
SAMPADA RAHALKAR
103
PGDM-B
SIES COLLEGE OF MANAGEMENT STUDIES TABLE OF CONTENTS
Sr. No. Particulars Page No.
1.1 Introduction 2
1.2 Motivation 2
1.3 Research Objectives 3
1.4 Research Problem 3
1.5 Scope & Limitations 3
1.6 Variables under Study 3
2.1 (A) Theoretical Literature Review 4
2.2 (B) Research based Literature Review 6
3.1 Research Design 8
3.2 Sampling Design 8
3.3 Data Collection Methodology 8
3.4 Data Analysis Tools 8
4.0 Research & Findings 9
5.0 Recommendations & Conclusions
6.0 Annexure
7.0 Bibliography CHAPTER 1
INTRODUCTION
With increase in competition in every sector, advertising has become a vital survival need for companies. More and more companies have started including advertising in their budgeting and allocation planning of funds instead of simply managing with leftover funds, as used to be the case with most companies earlier. The goal of advertising is to cost-effectively reach a large audience and attract customers. If done correctly, advertising can enhance the success of a business. A lot of different methods, means, aids and media are used in order to advertise most effectively.
Effectiveness of advertising is often measured in terms of recognition, recall, association and sales difference to name a few. Celebrity endorsers and mascots happen to be two ways of reaching the customers. An analysis on both the methods and its appeal is done and presented in this research paper. A comparison of both the methods is done and suitability of both of them is found out. Further, both are compared based on the return on investment of each one of them. The opinion of the general public is also found out by means of a primary survey.
MOTIVATION / REASON FOR SELECTING THIS TOPIC
Advertising is an integral part of marketing and is one of the most visible elements in providing information about products, services, and ideas. Advertising, PR, Promotion are the
Bibliography: 1. Articles at mbapursuit, (2008), Changing face of Indian Advertising, httpwww.mbapursuit.comchanging-face-of-indian-advertising-mascots 2. Bobette Kyle, Implementing Super Bowl Marketing and Advertising Techniques, http://www.websitemarketingplan.com/superbowl/ads.htm 3. Thomas J. Ramesh (October 6, 2005), http://www.dnaindia.com/opinion/report_who-is-the-coolest-of-them-all_4724 4. Editorial team, IIMIndore Management Canvas (22 January 2005) http://www.managementcanvas.iimindore.in/icanvas/index.php?option=com_content&view=article&id=49:branding-through-mascots&catid=34:marketing-and-branding&Itemid=56