OPPapers.com

Celebrity Endorsement Is A Key To Marketing Success

Preface
As a student of BBA '' VIII with respect to the course offered by in Dadabhoy Institute of Higher Education. We are required to prepare the research report on any general topic and give presentation on such report for the subject of Research and Report Writing.

For the required course the topic of my Research is as follows: -“Celebrity Endorsement in Advertisement is a key to Marketing Success”. This topic has been selected under the guidance of our Research Director Azmat Ansari.

A celebrity is a person who is widely recognized famous in a society and commands a degree of public and media attention. An advertisement is tool for promoting Products and Services. By advertising the goods and services are introduced to general public, customers, and consumers. Through it a message is given about the brand, price, quality, variety, and features of a product.

With respect to the topic this research report the purpose of study is to investigate the impact of Celebrity endorsement in Advertisement on customer behavior (buying patterns). In this report it is judge that how is customer behavior effect by celebrity endorsement; both the positive and negative impacts are observed.
All the literature related to the selected topic has been reviewed through internet different websites, Marketing Management book of Philip Kotler, reference material. Moreover Pakistan Advertising Institute is also visited for reviewing the literature.

The research has been conducted at different educational institutions, Apartments of different areas to survey different age groups and it is observed that celebrity attraction in customers differs between different age group customers. Moreover celebrity attraction is also differs between educated and uneducated people.

All the data is collected through Questionnaire filled by people under different age groups to analyze and test hypothesis and to give recommendation. The multiple choice question...