Effectiveness of Advertisements: A Study on Comparative Analysis of Celebrity-endorsed Advertisements versus Animated-character-endorsed Advertisements for Children

被引：0
作者：
Sandip, Solanki P. [1 ]
Bhagyashree, Sheth H. [2 ]
机构：
[1] Symbiosis Int Univ, Symbiosis Inst Int Business, Pune, Maharashtra, India
[2] Gujarat Technol Univ, Ahmadabad, Gujarat, India
来源：
RUPKATHA JOURNAL ON INTERDISCIPLINARY STUDIES IN HUMANITIES | 2016年 / 8卷 / 01期
关键词：
Celebrity endorsed; Animated character; Children; Purchase intention; Television; Print; Advertisements;
D O I：
暂无
中图分类号：
C [社会科学总论];
学科分类号：
03 ; 0303 ;
摘要：
Purpose: This study is mainly done in order to find out the relative effectiveness of celebrity-endorsed advertisements verses animated-character-endorsed advertisements on the purchase intention of children. Further, the study is done for the same product and for the low involvement food product. The study finds that for low-involvement food product category, the impact of animated spokes characters and cartoon characters is more than that of celebrity. Regarding the purchase intention of children, it was found that the impact of animated and cartoon characters in advertisements is more than that of celebrities in advertisements especially for low-involvement food product category.
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页码：308 / 321
页数：14
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