Abstract:
This project report studied Use of Celebrities in Advertising as an ads strategy. It is an exploratory research work that has unraveled many issues on celebrity Advertising from scholars/academics and practitioners’ perspective.
Chapter one of this work gave rationale on the emergency of celebrity advertising.
Chapter two extracted the views of scholars/academics and practitioners on do’s and don’ts of celebrity advertising and the extent to which the use of clebrites in advertising is recommendable for marketing and public relations communications strategy. Principles of persuasion in advertising were also finally presented.
Chapter three dealt with research design and method. Purposive, volunteers, convenience and judgmental method of sampling were used to determine the sample size for study. Sample size of 400 including managers and students was used for the study. Data were collected using questionnaire, oral interview and personal observations method. Data collected were analyzed using perscentages, degrees and discussion, method for convenience and easy comprehension. Chapter four death with data presentation, analysis and interpretation. The data presented and analysed were as follows. Issues groups as: managers’ reasons, opinions and trend; selection criteria and their commonality; exceptional issues and students’ perception of credibility and believably of the endorser. Chapter five generalized the issues at stake by way of summary of findings and conclusion. Recommendations were given based on the study and further research for improvement on this topic “Use of Celebrities in Advertising” was recommended as a prove of rejecting, accepting, improving and generalizing this study.
