Literature review

B. Zafer Erdogan 01 Feb 2010

Use of celebrities as part of marketing communications strategy is a fairly common practice for major
firms in supporting corporate or brand imagery. Firms invest significant monies in juxtaposing brands
and organisations with endorser qualities such as attractiveness, likeability, and trustworthiness. They
trust that these qualities operate in a transferable way, and, will generate desirable campaign
outcomes. But, at times, celebrity qualities may be inappropriate, irrelevant, and undesirable. Thus, a
major question is: how can companies select and retain the 'right' celebrity among many competing
alternatives, and, simultaneously manage this resource, while avoiding potential pitfalls? This paper
seeks to explore variables, which may be considered in any celebrity selection process by drawing
together strands from various literature.

Hirschman and Craig (1997) in their study on the media proposed that consumers relationships to
non-advertising forms of mass media are an essential aspect of the perceived meanings they derive
from advertisements and on the basis of similar studies they state that consumers often process
advertisements for meaning rather than information and that advertisements can be experienced as
aesthetic events just like other media products. They also observe that media and advertising have
a symbiotic relation in which media enhance the effectiveness of some advertising by
portraying certain product/brand endorsement as more desirable than others.
Schiffman and Kanuck (2000) on summarizing a review of the i mpact of humur on
advertising state that humur attracts attention ,enhance liking,product relavant
humur is superior, audience de mographic factors( eg.age,gender) affects the
response to humorous advertising appeals. According to the m Hu mour is effe ct i ve
wi t h e xi st i ng pr oduct s tha n wit h ne w pr oduc ts and that humour is mor e
a ppr opr iate for low-involve me nt products
and feeling oriented products than for high-involvement products.
The starch model put forward in 1920s mooted the idea that an affective advertising:
must bee seen must be read must be acted upon
(wilimshurst and Mc kay, 1999) hierarchy of effects theory can be refered as
stimulous-response learning theor y.
Mathur (2005) views advertising communications as a chain reactions consist of
various steps in a sequential manner that of creating awareness, comprehension,
acceptance of the product, belief , purchase action ,use and repeat purchase.
Chuna wa l l a ( 1995) obs er ve s tha t poet i c e l e me nt s , e s pe ci a ll y l yr i c a l qual it y of
a dve rt i se me nt s hel ps i n me mo r iz a ti ons of me s s a ge i n a ds a nd tha t a ji ngl e wit h it s
r e pea t phr a s e s ha s f ar hi ghe r re c al l va l ue t ha n t he vis ua l s a nd t he a s s er t s t hat the
s i gnat ur e t unes of a c o mme r c i a l immediatel y conjure up there products
Hayakawa, (1974) has made a comparison between poetry and A d t e x t s . Ac c o r d i n g
t o h i m b o t h m a k e u s e o f r h ym e , r h yt h m a n d words with connotative value; both

seek overtones of meaning that h a u n t s o u r m i n d a n d o t h e r s i mi l a r i t i e s a r e t h e u s e

o f A mb i g u i t y, i ma g i n a t i o n a n d r o l e - P l a yi n g a n d t h a t h e f e e l s t h a t l i f e i s a n
imitation of Art and that advertising is a creative art.
Bishnoi and Sharma (2009) conducted a study that aims to set up whether the residential background
of consumers has a varying influence on their buying decisions due to the influence of TV
advertising. This research was conducted with an outlook to learn the impact of TV advertising on
the buying manners of teenagers in India.the stusy recommended that television advertising has
improved their participation in product assortment and purchase. It can also conclude that there is a
considerable variation in the perception of both rural and urban teenagers on the issue that demand for
product purchase is influenced by TV advertisements. Further, the study also revealed that the buying
behavior of male teenagers is more influenced by television advertisements than their female
counterparts.
Zoubi and Bataineh (2010) the purpose of their study was to find the relationship between the
celebrities on advertising and the buying decision of consumers. The study used a convenience sample
of 91 students from the mentioned university, questionnaire was designed to measure the effect of
using celebrities on buying decision; it contains three main sections concerning the main variables of
the study. The result of the study aimed to explore the use of celebrities in advertising and their effect
on the buying decision. The results showed that Television advertising, which uses celebrities, is
attractive. There was no effect found of using the celebrities on the buying decision, this indicate to
the using the celebrities havent a significant effect on the buying decision.
Narbutas and Susnien (2008) conducted the research to analyze and to find out the psychological
impact of the advertising on the customer behavior. On the base of theoretical investigation three
aspects cognitive, emotional and behavioral were recognized and evaluated during the survey. The
researcher also attempted to find out the theoretical study and review of psychological impact of the
advertising on the customer behaviour It was accomplished that the absolute endeavor of advertising
was achieved that ads do create a psychological vigor on the consumers.
Ayanwale and Ayanbimipe (2005) conducted a study to determine and look at the control of
advertising on customer buying behaviors, conclude the influence of age on advertising and construct
suggestion for added enhancement in advertising as well as brand management so as to help out
Cadbury Nigeria PLC particularly and other firms in their marketing efforts to boost their market
shares. It was determined from the article that brand liking does continue living in the food drink
industry and various customers do not buy whatever is offered or inexpensive, if a merchandise is
good value for its price it will command brand loyalty. Nonetheless, the study also anticipated that
advertising helps in foretelling product quality and price before the consumers. The paper concluded
that advertising has the foremost influence on consumers liking for Bourn vita and it has in no minute
measure, contributed to its accomplishment.
So, advertising and consumer behavior are both closely related to each other hence having a direct
relationship with each other. Further in the paper different types of advertisements for example
humorous, serious etc would be discussed and also the mediums used by the companies for
advertising and their effects on consumer behavior would be discussed to prove this relationship.

Background of the study

Advertising is not a new concept and has been going on from a long time back. the
phenomenon of the effects of advertisement on consumer behavior was known to people
from about more than 100 years back and the first print ad was printed in 1631 further
supporting the statement.
Many scientists have focused on motivation for centuries and come up with many motivation
theories like Freud, Maslow etc and here we can account advertising also as a tool for
motivating the consumers to buy different products. Some motivate through psychological
advertising and some by looking at the celebrities who endorse different brands so all the big
companies now leaders in their markets give great importance to marketing through ads and
have been doing it from many years in order to target their customers or in other word
influence the consumer behavior. However in the recent years consumer behavior and effects
of advertising concept has got a boost and all the large companies have realized its
importance hence it has become a vital part of social sciences today.

PROBLEM STATEMENT OF THE STUDY

Here, through this study on effectiveness of an advertising in FMCG industry is we are looking at
perception of people towards advertising.
In this study we have to identify which are the major factors that affect to advertising in FMCG
industry.
Trying to identify how customer behave and how advertise impact on customer mind.

OBJECTIVE OF THE STUDY

1.

To study the impact of the advertisements on consumers behavior

2.
To find out the preference regarding the most effective media for
advertisement
3.
To explore the impact of personality used in advertisements on consumer
behavior.

4.
To determine the impact of ke yword/caption of advertisement on purchasing
behavior of consumers.
5 To check out the perception of people towards advertising