THE IMPACT OF USING CELEBRITIES IN TELEVISION ADVERTISEMENT (A STUDY OF PEPSI SOFT DRINK IN BENIN METROPOLIS)

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ABSTRACT

The focus of this work is on the impact of using celebrities in television advertisement. Thus to ascertain whether celebrities in adverts enhance sales is the prime motive/factor in the execution of this research. Chapter one looks at the introduction rationale of the study and the scope.

Chapter two focuses on the sources of literature,, and the review of related literature, especially, the postulations of Thomas C.O. Guinn et al 91998:286) Naresh K. Mathotra (1996:744), William Wells et al (1995:7) and other scholars were reviewed. The summary of the review was also hiched.

The research methodology, sample size and research instrument were the focus of chapter three. The survey method was employed, sample size was 120 respondents while the questionnaire was used as the instrument.

Chapter four deals with the presentation and analysis of data simple percentage bar chart and table were used to present the data. Further, the data was thoroughly analysed and used to test the hypothesis. It was thus upheld that; consumers are more likely to purchase a product when a celebrity endorses it.

• An advert campaign tends to be more successful when a celebrities is used.
• Adverts featuring celebrities would succeed more when the celebrities excel in its’ professions.

Consequently, chapter five concludes that an advertisement featuring a celebrity is not a waste of money some areas for further research are also suggested.

TABLE OF CONTENT

Title page

Approval page

Dedication

Acknowledgement

Abstract

Table of content

CHAPTER ONE

• Background of the study
• Statement of the research problem
• Objectives of the study
• Significance of the study
• Research question
• Research hypothesis
• Scope of the study
• Operation definition
• Assumption
• Limitation of the study

CHAPTER TWO

2.0    Source of literature

• Background
• Theoretical framework
• Advertising and the television medium
• Celebrities and advertising
• Impact of using celebrities in advert
• Danger with celebrity usage
• Summary

CHAPTER THREE

• Research methodology
• Research design
• Sample size
• Instrument
• Data collection
• Data analysis (techniques)
• Expected result

CHAPTER FOUR

• Introduction
  • Presentation of findings
  • Analysis of findings
  • Discussion

CHAPTER FIVE

• Summary
• Recommendation

Bibliography

Appendix

 

CHAPTER ONE

• BACKGROUND OF THE STUDY

Advertising according to Sovee and Arens (1986:9) is a

marketing; communication; education; economic and social function. This view expatiates that advertising as a marketing function plays a promotional role of products and as an economic function, reduces distribution cost while sales and profit increase. Most advertising proponents have concurred with the above view.

Notably, advertising uses the mass media as a link to reach its vast audience. However, this research its vast audience. However, this research zeroes in on the television medium. Dr. Joseph R. Dominick (1993:390) stated that in 1990 about $130 billion was spent on advertising in the United State alone with the television medium accounting for 22 percent behind newspapers with the largest share of 25 percent. The implication deducible from the figures is that television is an influential and widely used medium of advertising with almost a universal reach. This is because it was audio and visual materials to its advantage. However, television is beyond the reach of most small scale companies because of its expensive our time.

Interestingly in the advertising world, a phenomenon has over two decades gain ascendancy – the use of celebrities. Celebrated musicians, sportmen and film stars appear rampantly on advertisements to endorse either a product, idea, or service, or to testify about it.

It is supposedly believed by large manufacturers that with celebrated personalities endorsing their products the public perception of such product may improve, thereby leading to sales increase. These assumption is made by this researcher sequel to the torrential amount of Naira/dollar lavished on many a celebrity.

Guardian (January 2^nd, 2000: 49) stated that Nigeria’s

international footballers, Nwankwo Kanu and mid-field maestro Austin Okocha each got a multi-million naira endorsement deal with seven-up bottling company producers of pepsi soft drink. With this deal Kanu would promote the company by wearing the blue outfit on Pepsi during sessions of interview, social and official outings. Also reported was that other Nigeria stars including Emmanuel Amunike Falcos’ Ann Chiefine, Patience Avre, Florence Omagbemi and Mercy Akidi have endorsement by seven up Plc. Non plussed by the staggering income celebrities earn through endorsement deals, one may subjectively conclude that appearances by celebrated personalities in an advertisement go miles in enhancing increase in sale.