Vol: 2, Issue: 1 2012

Distribution of Respondents as Regards the Statement Endorsement Advertisements Enhance Memorability of Brand

Satish Chandra Gaur

Marketers recognize that people are more likely to be influenced by a message coming from someone with whom they feel a sense of similarity. If the communicator and receiver have similar needs, goals, interests, and lifestyles, the position advocated by the source is better understood and received. This statement explains why so many commercials choose as their protagonists someone who is from the target group. An example could be the stereotypical housewife in an advertising film whose aim is to persuade the segment described as housewife about the virtues of a washing powder. However, such similarity is not always desired or indeed attractive or appropriate. Hence the recognition of the value of celebrities when designing advertising campaign.