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INTERNATIONAL JOURNAL OF CREATIVE RESEARCH THOUGHTS - IJCRT (IJCRT.ORG)
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ISSN Approved Journal No: 2320-2882 | Impact factor: 7.97 | ESTD Year: 2013
Call For Paper - Volume 12 | Issue 7 | Month- July 2024
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Published Paper Details:
Paper Title
EFFECTIVENESS OF CELEBRITY ADVERTISEMENTS A COMPARATIVE STUDY BETWEEN PARKER AND REYNOLDS
Authors
Dr. K. TAMIZHJYOTHI
Keywords
Celebrity, Endorsers, Advertisements, Personalities, Perception
Abstract
More than seventy five thousand brands are competing in the Indian market to get acceptance from the consumers. Differentiation and niche marketing being the order of the day, product executives are finding it difficult to ensure success for their brands. Celebrities are widely used to endorse brands with an aim to increase the recall level and to differentiate from other competitive brands. Success of celebrity advertisement largely depends on factors like celebrity characters, fit between product association and celebrity association and congruence between celebrity and target customers. Gender of the celebrities also plays a vital role in arresting the attention of viewers. Perception towards celebrity endorsed advertisement can be augmented if celebrity with few endorsements is used.
IJCRT's Publication Details
Unique Identification Number - IJCRTD020011
Paper ID - 209528
Page Number(s) - 66-73
Pubished in - Volume 5 | Issue 4 | December 2017
DOI (Digital Object Identifier) - http://doi.one/10.1729/Journal.27577
Publisher Name - IJCRT | www.ijcrt.org | ISSN : 2320-2882
E-ISSN Number - 2320-2882
Cite this article
Dr. K. TAMIZHJYOTHI, "EFFECTIVENESS OF CELEBRITY ADVERTISEMENTS A COMPARATIVE STUDY BETWEEN PARKER AND REYNOLDS", International Journal of Creative Research Thoughts (IJCRT), ISSN:2320-2882, Volume.5, Issue 4, pp.66-73, December 2017, Available at :http://www.ijcrt.org/papers/IJCRTD020011.pdf
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Volume 12 | Issue 7
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Submit Manuscript Online Impact Factor: 7.97 Review Results : Within 02-03 Days Paper Publication : Within 02-03 Days
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ISSN: 2320-2882 Impact Factor: 7.97 and ISSN APPROVED Journal Starting Year (ESTD) : 2013
ISSN and 7.97 Impact Factor Details
ISSN: 2320-2882 Impact Factor: 7.97 and ISSN APPROVED Journal Starting Year (ESTD) : 2013
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