Impact of Celebrity Endorsement in Advertisement with special reference to HealthCare Products

Abstract

Today, India is one of the fastest growing economies in the world, growing at a steady pace newlineevery year. In a report, World Bank has projected that in 2010 the Indian economy will grow at newline8%, making it the world s fastest-growing economy by surpassing China (Basil, M. D. 2009). In newlinetoday s dynamic and competitive environment, increasing consumer s expectations and demands newlineforce marketers to adopt more creative advertising practices such as celebrity endorsements to newlineinfluence consumer buying behavior. Hence, there was the potential for Advertising industry newlineusing celebrity brand endorsement to become a multi-million dollar industry in India (Malhotra, newline2005). Celebrity endorsement is no more a new phenomenon in this world almost every brand is newlineusing celebrities to endorse their products. Today Consumers are well aware of these marketing newlinetechniques in order to influence their purchase decision used by marketers. Moreover, due to its newlineextremeness and aggressive approach consumers might change their attitudes and perceptions newlineabout celebrity endorsements. Instead of all these controversies celebrity endorsements is a newlinepervasive part of advertising industry. newlineThis study is about the daily use product which is used on daily basic without affecting the health newlineof the consumer as health care product for above mention purpose the researcher has taken the newlineinstance of Patanjali health care Product to show the relevancy between the both. The newlineresearcher further wanted to study the effects of celebrity endorsement or how does the newlineendorsement by celebrity s affects customers. Most of the celebrity s that are hired by a newlinecompany to pitch their products or services are popular people, movie stars, entertainers, newlineathletics, or pop stars, although occasionally a politician or some other well-known public figure newlinemay be used (Belch and Belch, 2001) newlineThe first opportunity is when launching the brand for the first time and the use of celebrity can newlinebe very powerful in this situation.