THE IMPACT OF USING CELEBRITIES IN TELEVISION ADVERTISEMENT
(A STUDY OF PEPSI SOFT DRINK IN BENIN METROPOLIS)
By
AKPOJIVI OTAROGHENE SAMSON || REG NO MC/H2002/024
Presented To
Department of Mass Communication
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 II
Approval page III
Dedication IV
Acknowledgement V
Abstract VI
Table of content VIII
CHAPTER ONE
1.1 Background of the study 1
1.2 Statement of the research problem 4
1.3 Objectives of the study 5
1.4 Significance of the study 6
1.5 Research question 7
1.6 Research hypothesis 8
1.7 Scope of the study 9
1.8 Operation definition 10
1.9 Assumption 11
1.10 Limitation of the study 12
CHAPTER TWO
2.0 Source of literature 13
2.1 Background 13
2.2 Theoretical framework 15
2.3 Advertising and the television medium 18
2.4 Celebrities and advertising 20
2.5 Impact of using celebrities in advert 22
2.6 Danger with celebrity usage 24
2.7 Summary 25
CHAPTER THREE
3.1 Research methodology 27
3.2 Research design 28
3.3 Sample size
3.4 Instrument 29
3.5 Data collection 29
3.6 Data analysis (techniques) 30
3.7 Expected result 31
CHAPTER FOUR
4.0 Introduction 32
4.1 Presentation of findings 32
4.2 Analysis of findings 54
4.3 Discussion 58
CHAPTER FIVE
5.1 Summary 60
5.2 Recommendation 61
Bibliography 63
Appendix 66
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