Modern advertising is not the same as
it was 100 years before. The transformation of advertising
from merely a communication function of marketer to the
multi-advantageous function comprising information, persuasion,
and memorizing functions has placed advertising as the
most crucial and important part of marketing strategies.
Modern advertising represents a complete package of entertainment,
coupled with emotions, feelings, drama, thrill, fear, love
and many other elements to catch the attention of potential
customers. The main purpose behind doing all this is to
create loyalists for respective brands from the masses.
Marketers need customers who specifically ask for their
products whenever the same need arises—a positive
repetition in future.
However, when using any of these appeals
there is always some person, in some cases unknown and
in most cases well-known, who models for/endorses the product.
According to McCracken (1989), a well-known
person tends to have a greater effect on the customer buying
behavior. It becomes very special if people can associate
themselves with that persona. Use of celebrities in advertising
has been identified as a ubiquitous feature of a modern
marketing. A celebrity is a person who is widely recognized
in a society and fame is one prerequisite for celebrity
status. For example, popular Bollywood actor Shah Rukh
Khan endorses a wide variety of products from Pepsi to
Santro. |
