Chapter 2

This chapter deals with the review of the literature that is relevant to the subject matter of

the thesis. In order to get a complete understanding of the advertising effectiveness, it’s

the secondary data is essential. Therefore the first step in the research involves the

collection of secondary data from all possible sources that directly or indirectly focuses

on the main theme of the research study. Accordingly a literature review is undertaken.

Efforts are made to prepare list of relevant material and procure them so that conceptual

clarity could be achieved. Secondary data is collected from various sources publications,

journals, magazines, books, newspapers, statistical reports, Internet etc.Leading on from

that, the literature review seeks to lay a foundation for the current research. The gaps in

previous studies are identified to uphold the need of this research.

There are the reviews of the studies that were conducted by previous researchers to know

about the effectiveness of advertisement for lifestyle brands. Attitude toward lifestyle

brands, attitudes toward lifestyle advertising, and behavioral intention to purchase

lifestyle products. In addition, consumer consumption characteristics, involvement and

media preference for information concerning lifestyle brands were investigated. Although

limited, previous studies of lifestyle brands and lifestyle advertising served as a

foundation for this research. The Studies that are directly and indirectly related to the

research are reviewed as under: -

2 Literature Review

Kelman (1961) in his study examines celebrity endorsements in advertising using a two-

sided framework, in terms of the internalization and identification processes of social

influence as discussed by The two-sided execution was designed to increase a viewer's

perception of advertiser credibility by including a discussion of a limitation of the

advertised service. When compared to a traditional one-sided celebrity endorsement, the

two-sided communication elicited significantly higher advertising credibility and

effectiveness ratings, higher evaluation of the sponsor in terms of perceived overall

quality of service, as well as a significantly greater intention to use the advertised service.

These findings suggest that the use of a celebrity appeal in a two-sided form is an

effective advertising strategy.

1

Lazer (1963) said consumer life-style analysis information has become a very popular

tool in marketing management decision making. Segmentation using attitudinal and

behavioral measures as bases was the most popular segmentation development in the

1990s. (Piirto,1990). Within this approach, consumers who hold similar beliefs, attitudes

or preferences within a particular category are grouped together (Honkanen et al, 2004).

The use of values and life-styles as segmentation criteria is continuously increasing in the

hope that it explains more observed consumer behavioral/action variation than pure

demographic and/or socio-economic variables. Because consumer values and life-style

characteristics do provide a richer view of the market and a more life-like portrait of the

consumer, they meet the demands of management practice for increasingly sophisticated

and actionable marketing information (Wagner and Weddle, 1995).

Proctor et al (1982) noted that the principal aim of consumer behavior analysis is to

explain why consumers act in particular ways under certain circumstances. It tries to

determine the factors that influence consumer behavior, especially the economic, social

and psychological aspects which can indicate the most favored marketing mix that

management should select. Consumer behavior analysis helps to determine the direction

that consumer behavior is likely to make and to give preferred trends in product

development, attributes of the alternative communication method etc. consumer behaviors

analysis views the consumer as another variable in the marketing sequence, a variable that

cannot be controlled and that will interpreted the product or service not only in terms of

the physical characteristics, but in the context of this image according to the social and

psychological makeup of that individual consumer (or group of consumers)

Kahle & Homer (1985) found that in the attractiveness related products the use of

physically attractive celebrities increased message recall; product attributes, and purchase

intention. Till and Busler (1998, 2000) have examined attractiveness versus expertise as a

match-up factor and found a general attractiveness effect on brand attitude and purchase

intention but no match-up effect was found based on attractiveness. They proposed that

expertise is more appropriate for matching products with celebrity endorsers than

attractiveness.

2

Homer (1985) said the involvement effect is sensitive to variation and that the physical

attractiveness of a celebrity affects the attitude change process. A psychically of

physically attractive model exudes sensuality, can increase arousal which can affect

information processing. For example, in the case of a stunningly attractive person who

claims to use a beauty product the product in question may be assumed to be an element

of the person’s beauty formula. Information concerning attractiveness is conveyed more

quickly than other information, even if it is not highly probative.

McGuire (1985) find in his study the source attractiveness model is a component of the

'source valence' model. The attractiveness model contends that the effectiveness of a

message depends on source's 'familiarity', 'likeability', 'similarity' and 'attractiveness' to

the respondent. Attractiveness has become an important factor through the increasing use

of celebrities as endorsers for products, services and/or social causes (Patzer, 1983,

Ohanion, 1990). Most television and print ads use physically attractive people. Already in

the eighties, research has shown that psychically attractive communicators are more

successful in changing beliefs than unattractive communicators (Chaiken, 1979).

Coob & Hoyer (1986) they reported a strong association between shopping life style and

impulse buying behavior. shopping lifestyle is associated with the overall impulse

buying behavior which is evident from the fact that majority of the consumers are regular

buyers because of the hold masters degrees and can plan their purchases. These buyers

usually buy from routine store or shops and mostly avoid impulse buying. Shopping

lifestyle is defined as the behavior exhibited by purchaser with regard to the series of

personal responses and opinions about purchase of the products as reported by Cobb and

Hoyer (1986). They find that shopping life style and impulse buying behavior are closely

related but only in the case of impulse buyers. The study also states that impulse

purchasers fell in the middle as of the measurement tools used by the researchers,

indicated that purchasers will not pick the first brand they spotted in the shopping mall.

Rossiter & Percy (1987) describe brand awareness as being essential for the

communications Process to occur as it precedes all other steps in the process. Without

brand awareness occurring, no other communication effects can occur. For a consumer to

buy a brand they must first be made aware of it. Brand attitude cannot be formed, and

3

intention to buy cannot occur unless brand awareness has occurred (Rossiter & Percy

1987; Rossiter et al. 1991).

Edell & Moore (1987) they said in their study evaluating the effectiveness of advertising

should lead in one way or together, to the understanding of the feeling that are created in

the hearts and minds of consumers. These advertising related feelings can have enormous

effects on consumers’ responses to the advertising, and the fact that these feelings would

affect consumers’ attitude towards the advertisement, the brand recall. the evolution of

advertising is a necessity because it allows for, the determination if advertising is

achieving its goal, better coordination of advertising with the overall marketing strategy,

identifying the strengths and weaknesses of the advertisements and taking corrective

actions to improve the effectiveness of existing advertisements and to improve future

advertising effort.

Kamins(1989) found that there was an "enhancement in brand attitude through the use

of a two sided relative to one sided appeal" The success of the two-sided approach to

celebrity endorsement came from the linking of this advertising technique which

increased two recognized source characteristic of likability and trustworthiness. Apart

from source credibility there is another element which makes an endorser effective.

McCracken's (1989) define, a celebrity endorser is an individual who enjoy public

recognition and who uses this recognition on behalf of a consumer good by appearing

with it in an advertisement (marketing communication). Research has shown that in

general celebrity endorsement influences the feelings of the consumers and can also

influence the attitude consumers have towards the advertisement and attitude towards the

brands, which can increase the purchase intentions and, consequently, increase sales.

Marketing Insights (1989) effective lifestyle advertising must relate marketer generated

lifestyle categories to desirable (and meaningful) social types for their target markets, and

must do so in a manner that will be accepted as accurate by the audience. Ralph Lauren's

advertising is an outstanding successful example: His campaigns depict a moneyed,

"traditional Americana" fantasy world--an idealized lifestyle that is, in fact, led by very

few consumers. Yet, his images of affluence and sophistication transmitted via mass

4

media are accepted as "real" and, more importantly, become objects of desire for many

who aspire to this quasi-mythical lifestyle.

Caballero et al. (1989) found that attractiveness is effective in increasing positive

advertisement evaluations; it is not effective in producing stronger purchase intentions.

Similarly, observed that endorser attractiveness had no effect on advertising effectiveness.

Within the broader context of celebrity endorsement, endorser attractiveness is certainly a

relevant construct. However, the nature and scope of the attractiveness construct remains

uncertain, and therefore appears worthy of additional attention. Baker and Churchill

(1977).

Rossiter et al (1991) effectiveness of advertising depends on the type of purchase

motivation (informational versus transformational) and the level of involvement.

Informational motives define as "negatively originated purchase motivations that can be

satisfied by providing information about the product or brand”. Transformational motives

are defined as "purchase motives that promise to enhance the brand user by effectuating a

transformation in the brand user’s sensory, mental or social state”. Low-involvement

decisions are characterized by trial experience, whereas high-involvement decisions

require search and conviction prior to purchase. In the RP grid, the attitude toward the

brand is considered to be the main indicator of advertising effectiveness, given awareness

of the brand. When transformational motives prevail, the attitude toward the ad may

mediate the attitude toward the brand, especially for low-involvement brands. However,

in the case of informational motives, the processing of the advertising message is more

likely to determine the brand attitude, rather than the attitude toward the ads.

Morden (1991) said that advertising is used to establish a basic awareness of the product

or service in the mind of the potential customer and to build up knowledge about it.

Kotler (1988) sees advertising as one of the four major tools companies use to direct

persuasive communications to target buyers and public noting that “it consists of non-

personal forms of communication conducted through paid media under clear

sponsorship”. According to him, the purpose of advertising is to enhance potential

buyers’ responses to the organization and its offering, emphasizing that “it seeks to do

5

this providing information, by channeling desire, and by supplying reasons for preferring

a particular organization’s offer.

Ohanian et al (1991, 1997) they said Companies invest large sums of money to align

their brands and themselves with celebrity endorsers. Research has shown that because of

the fame of celebrities, they do not only create and maintain attention of the consumers

but they also achieve high message recall. However, companies have limited control over

the celebrity's persona which can also result in high risk and “no gain” situations (e.g. the

“scandals” surrounding celebrities like Michael Jackson, Kate Moss, Britney Spears, and

Paris Hilton). As a result, companies build characters (using people who are not

celebrities) which are congruent with their brands and target-audiences, and ensure that

these characters are endorsing only one particular product.

Ruth Ann Smith (1991) his research examines the effects of visual and verbal

advertising content on consumers' inferences about missing product attributes. While

there is substantial evidence that consumers use verbal advertising claims to form

inferences, little is known about the influence of pictures. The results of a laboratory

experiment indicate that consumers form both verbally- and visually-based inferences,

although inferential beliefs derived from pictures appear to be weaker than those derived

from copy. The results also show that both types of inferences are influenced by

assessments of co- variation between missing and known attributes. Finally, when

advertising copy and pictures focus on different product attributes, the pictures

disproportionately influence inferences.

Ohanian (1991) analyzed celebrity endorsers on three measures, to examine which

characteristics of the source would be most effective in influencing purchase intention.

The three areas that were used in the survey were physical attractiveness, trustworthiness,

and expertise. These characteristics of the source were related to each celebrity to

investigate their effectiveness in creating purchase intention. The results of the study

found that trustworthiness and physical attraction had little effect on the purchase

intention of the sample and it was the perceived expertise, which has the most significant

impact on consumers. (Ohanian 1991) The use of a physically attractive endorser does

have its place. Kamins suggest "the use of an attractive celebrity spokesperson appears to

be effective for a particular category of product, those which are attractiveness related"

6

(1990, p.11). This can also be linked to how related the endorser is to the product

endorsed.

Tom et al (1992) found that created endorsers were more effective in creating a link to

the product than celebrity endorsers. Mehta (1994) has found that there were no

significant differences for the concepts ‘attitudes towards the advertisement’, ‘attitude

towards the brand’ and ‘intentions to purchase endorsed brands’ between celebrity and

non-celebrity endorsement advertisements. When confronted with non for celebrity

endorsers, consumers were significantly more focused on the brand and its features,

whereas with celebrity endorsers the subjects were significantly more concentrated on the

celebrity in the advertisement.

Assael, (1992) Measuring lifestyle patterns and how to relate findings to consumer

behaviour have been developed and refined. The research of [40] Wells and Tigert (1971)

formed the foundation of research in lifestyles. They outlined what psychographics and

lifestyles needed to be included. The prominent attitudes, interests, and opinions (AIO)

statements became standard and most widely used approach in measuring lifestyles in

research.

Kim (1992) conducted three classic studies to show the effectiveness of print advertising.

Each study took place in a controlled setting whereby specially prepared magazines were

left with consumers. These subjects were asked to review a magazine for editorial content

and were unknowingly exposed to varying numbers of test ads in these magazines. Later,

consumers were asked to rate the advertised brands on a number of dimensions in all

three studies Politz found:

Brand familiarity increased with number of exposures

Claim familiarity and belief increased with the number of exposures.

Purchase intent increased with the number of exposures.

Agarwal & Kamakura (1995) cite industry sources who estimate that approximately

20% of all television commercials feature famous people. Certain sets of products feature

celebrity endorsements more often. (Agarwal & Kamakura, Study) .They studied all

endorsement contracts over the period 1980-1992. In their sample 60% of the

7

endorsement deals involve soft drink companies and athletic shoes manufacturers. They

also provide an event study that examines abnormal stock returns on the day that a

company announces the signing of a celebrity for product and endorsement purpose.

Englis et al (1995) investigated lifestyle merchandising and advertising by examining

how the media, merchandisers, and advertisers shape consumers’ perceived realities

regarding how others live. Television shows and advertisements in mass media were

found to influence consumers’ perceived reality of certain lifestyle categories. Consumers

incorporate media depictions of these realities into their assumptions about how others

live and what they consume, thus creating an aspired-to-lifestyle (Englis & Solomon,

1995). However, lifestyle merchandising is only successful if these depictions are

meaningful and have symbolic value to the consumer.

Rosenthal (1995), find that focused on celebrity endorser source effects and effect size.

Hence, five experts were consulted to aid in evaluating studies. The majority of studies

measured celebrity endorsement effectiveness via the foremost categories of constructs:

(1) purchase intention, (2) brand attitude, (3) attitude towards advertisement, (4)

believability, (5) recall, and (6) recognition. Other studies included, measured

effectiveness as actual purchase behavior, expected excess returns, or other measures of

behavioral intention and attitude. Some studies used only one measure celebrity

endorsement effectiveness (e.g. Goldsmith et al. 2000; Erdogan et al. 2001; Forehand &

Perkins 2002). But others examined celebrity endorsement source effects across several

measures, using two or more constructs categories to assess perceived celebrity

endorsement effectiveness (Till & Shimp 1998; Silvera & Austad 2004).

Kotler & Armstrong (1996) they examine in their study the effectiveness of online

advertising is sometimes measured in terms of the number of page views collected

through various forms of counters and search engine page rankings. One cost effective

way of evaluating the effectiveness of the advertisement in terms of sales and movement

towards purchasing is Integrated Direct Marketing. It is marketing that has a response

section which can lead to more appropriate communication between the company and the

prospect. This can also give the company the opportunity to trigger further movement

towards purchasing, so it has the potential to have a greater impact on sales than a similar

advertisement without the response section. It is not only online advertisers who are using

8

this method of requiring an email contact address and giving the customer a choice of

receiving more information or newsletters about their product/s. Vouchers and coupons

have been used in a similar way.

Arens (1996) in their study said advertiser’s primary mission is to reach prospective

customers and influence their awareness, attitudes and buying behavior. They spend a lot

of money to keep individuals (markets) interested in their products. To succeed, they need

to understand what makes potential customers behave the way they do. The advertisers

goals is to get enough relevant market data to develop accurate profiles of buyers-to-find

the common group (and symbols) for communications this involves the study of

consumers behavior: the mental and emotional processes and the physical activities of

people who purchase and use goods and services to satisfy particular needs and wants.

Grunert et al (1997).they said life-style to express general attitudes or feelings

associated with individuals' general interests, opinions, and activities, within their socio-

cultural environments. This includes aspects of respondents' shopping habits, attitudes

towards families, health care, household chores and social activities. This approach is in

accordance with the traditional way of considering life-style as a more general construct

than specific product-related perceptions, preferences, or attitudes.

Etzel et al (1997) they find succinctly capture all advertising as having four features:

(i) A verbal and or visual message

(ii) A sponsor who is identified

(iii) Delivery through one or more media

(iv) Payment by the sponsor to the media carrying the message.

Summarizing the above, they conclude that “advertising then consist of all the activities

involved in presenting to an audience a non personal, sponsor-identified, paid-for

message about a product or organization.”

Till & Busler et al (1998) they said the first advertisement is, according to the research

the advertisement with the best match between the product and the celebrity. The

advertisement to the right has the worst match between the celebrity and the product. The

written text used in the advertisement is the same for all the advertisements. It is clear that

the position of the anonymous model on the picture is different from the position of the

9

celebrities. The literature has shown that for technical products the expertise factor of the

celebrity is a significantly more important factor than the attractiveness factor.

Till & Shimp (1998) observed that a strong associative link between celebrity and

product must be present before negative celebrity information lowers brand evaluations.

Regardless of the strength of association consumers perceive between the celebrity

endorser and the product, negative information about celebrity endorsers can put a firm’s

products and image at risk. Pop star Michael Jackson’s child molestation indictment

produced negative connotations. The resultant celebrity image transformation would have

bottomed out Jackson’s endorsement effectiveness for Pepsi – had the company not long

since opted out of Jackson as an endorser due to his prior alleged indiscretions. Since

repeated pairings of a brand and celebrity strengthen the associative link consumers

establish between brand and celebrity, negative information about the celebrity may

negatively impact the endorsed brand (Erdogan & Baker 2000).

Vakratsas & Ambler, (1999) they said that the conceptual model they implicitly apply

to advertising is a simple causal “hierarchy of effects” little changed in its essentials from

the “AIDA” model (Attention, Interest, Desire &Action), which has been around since

1898 (Strong, 1925.) Consumers “change their minds” about a product, then they change

their attitude, and then they act. In other words, the process begins with cognition, which

translates to affect, which then translates to behavior. The purpose of advertising in that

model is primarily to drive trial by inserting the brand into the consumer’s head, and keep

it there.

Braun (1999) said in his study advertising actually does affect how and what consumers

remember, to the point that“…they believe that their past product experience had been as

suggested by the advertising,” the implications for the role of cognitive, “rational”

behavior in the advertising process are dramatic. Advertising is validated as an instrument

for shaping not only perceptions and attitudes, but “objective” sensory experience as

well.

Erdogan(1999) said attractiveness is the final dimension of the composite source

credibility model. Attractiveness was also the fourth most influential source effect. As

10

such, celebrity attractiveness was not as influential as many researchers have previously

suggested. As a construct, attractiveness encompasses physical attractiveness as well as

other virtuous characteristics that consumers might perceive as attributes of a given

celebrity endorser.

Kellner (2000) said the costs of negative information about celebrity endorsers are high –

and undoubtedly, they are the fact remains that returns can be high too, when the

celebrity’s success transfers to the product/brand. The source credibility model composed

of celebrity trustworthiness, celebrity expertise, and celebrity attractiveness captures each

of the three celebrity source effects identified as most influential in this research.

Practitioners should use the source credibility model as a basis for evaluating consumer

perceptions of a celebrity endorser. In addition, celebrity familiarity and likeability, each

taken from the source attractiveness model, were also revealed as highly influential

source effects. Familiarity and likeability might each make a substantial additive

contribution to the predictive ability of the source credibility model when it is used in a

celebrity endorsement context.

Perrault & McCarthy (2000), they said promotion, is any communication used to

inform, persuade and/or remind people about organizations or individual's goods and

services. Promotion includes advertising, publicity/public relations, personal selling and

sales promotion. Advertising, generally the largest component of promotion, is defined by

Perrault and McCarthy as the structured and composed non-personal communication of

information, usually paid for and commonly persuasive in nature, about the products

through various media by identifying sponsors. Various media in which advertisements

are placed include television, newspapers, direct mail, radio, yellow pages, magazines,

the Internet, business publications, outdoor advertisements and other miscellaneous

sources.

Fernandez et al (2000, 2001) they said that advertising can be classified into two

categories: brand building and directional Brand building advertising is synonymous with

product advertising and is commonly seen in traditional mass media, including TV, radio,

magazine, and newspaper. Brand building advertisements tend to be product/service- (or

retailer-) oriented with the purpose to establish a positive image and creating demand for

11

a product or service that leads to eventual purchase (Barrow, 1990; Rosenberg, 1995).

The communication route is typically one-to-many and is designed to reach a mass

audience by using a tactic of .intrusion. Aimed at capturing the attention of users.

Directional advertising is designed to help potential buyers locate interesting information

(Fernandez, 1995). The communication route is typically one-to-one and it is assumed

that a potential buyer brings him or herself to ads. Advertising in this case is catering to

customers’ needs.

Till & Busler (2000) found that celebrity/product fit was effective for only certain

measures of effectiveness such as brand attitude, but not for other measures such as

purchase intention. Regardless of the impact celebrity/product fit has on effectiveness; the

absolute weight of the existing literature suggests that the phenomenon should play an

important role in celebrity endorser effectiveness (Till & Busler 2000).

Wu (2001) investigated consumers’ degree of involvement and advertising effectiveness.

The results of the study found that there was a positive correlation between a high degree

of consumer involvement and high advertising effectiveness. Involvement as a catalyst

for motivating consumers’ attention and comprehension process was investigated by

(Celsi and Olson) Findings of this study indicated that involvement was a motivator in

consumers’ attention and comprehension processes, and thus affected the specific

meanings that are produced regarding products.

Liu (2001) identifies a four-dimensional structure of the interactivity active control, two-

way communication, freedom of choice, and felt synchronicity. Unlike most traditional

media where consumers rely on what sources say with minimal control, users may

constantly and voluntarily take action, for example, by clicking hyperlinks in a Web ad

due to its nonlinear structure, which directly influences their experience. The Internet can

also facilitate consumers to communicate by providing two-way communication between

sources and consumers while most traditional media provide only one-way

communication from a source to consumers. Users can enjoy better interactive experience

by having freedom in choosing what they want and when they need it on the Internet.

Finally, the Internet makes it possible for users to feel synchronicity in communicating

with sources by eliminating barriers of physical, spatial, and temporal distance as in the

traditional interpersonal communication.

12

Iddiols (2002) said for more than fifty years the advertising industry has been using

celebrity endorsement, Marilyn Monroe and Marlène Dietrich are famous examples

Research has shown that the use of celebrities in advertisements can have a positive

influence on the credibility, message recall, memory and likeability of the advertisements

and finally on purchase intentions (Menon, 2001, Pornpitakpan, 2003, Pringle and Binet,

2005, Roy, 2006). Today no doubt inspired by the declining effectiveness of the different

marketing communications (Blondé and Roozen1, 2006) the advertising industry is

willing to pay the increasing rewards the celebrities are asking.

Clark & Horstman, (2003) they find that celebrity endorsements affect consumer

purchase decision is studied extensively by marketing and social psychology

researches .hypothesis have been put forward including celebrity endorsement have recall

of the product, (ii) celebrities have credibility on expertise that makes the product more

desirable or enhances perceptions of quality (iii) the celebrity endorsers image is

transferred to the product so that those who use the product are associated with the image.

Experiments suggest that in certain situations, celebrity endorsement can enhance recall

and consume assessment of the products.

Horstmen & Clark (2003) they find that provide a model that explains the success of

fictional Celebrity endorsement. They find that if there are two celebrities that achieve the

same audience variable cost, the firm prefers the celebrity with lower fixed cost .In this

sense, cultural icon like Ronald McDonalds, Amul Girl, Pillsbury dough boy, food did are

the ideal celebrities as they are memorable and so have a low cost of audience reach and

are fictional so do not have large endorsement fees.

De, Pelsmacker (2004) said that the potential advantages of utilizing celebrity endorsers

are that it can increase attention, polish the image of the brand, especially when a brand

will be introduced in the market or a repositioning of a brand will take place. However,

pre-testing and careful planning is very important and the life-cycle stage of the celebrity

has also been taken into account. Celebrity endorsing has a potential advantage when a

global campaign will be organized and celebrities who are appropriate for a global target

audience can be used; however this can be also be very expensive. In general, potential

hazards of celebrity endorsement are the costs and that the possibility that the celebrity

13

overshadows the brand, or that it can change the image, that overexposure of the celebrity

takes place (especially when a celebrity become an endorser for many different products)

(Zafer Erdogan, 1999).

Prachi Raturi (2005) finds that when it comes to selling, there is nothing quite likes a

celebrity sales person. Signing a celebrity helps the brand leap out of clutter and if the

chemistry between the celebrity and the brand is right, the buzz could well turn into a

roar. Cyber media research study published in business world unearthed different truths

about celebrity endorsement. The study spread over 3 phases in different cities of India

(Delhi, Mumbai, Chennai, Kolkata, Nasik, Coimbatore, and Meerut) 12 focus group

interviews, 6 expert instruments and 8 expert interviews with ad agencies were

conducted. Besides this survey of 480 respondent in 4 cities and 3375 respondent in 8

cities helped tom develop different insights on celebrity endorsements that are given as

under:

(I) Over 80% of the people remembered the celebrity but forget about the brand.

(ii) Different stars appealed to different geographic groups of customers (e.g., Aishwarya

had highest recall in down south as against ShahRukh Khan who had little appeal there.

(iii) Research emphasized that ads without celebrity had a good a chance of working as

one with them. For instance, Hutch ad did better jobs of building a brand then coke which

had many big celebrity names associated with it.

Mehulkumar (2005) said that the CATLEF model examines the interaction between

celebrity characteristics and product characteristics at a brand level for different countries.

The perceived celebrity endorser image has to be summarized in a multicultural setting

with an international celebrity measuring with the following variables: Credibility (C),

Attractiveness (A), Trustworthiness (T), Likeability (L), Expertise (E) and Familiarity

(F). The product characteristics which have to be measured in this model are:

attractiveness related/unrelated product, expertise related/unrelated and high low

involvement product.

Chao et al. (2005) they find that Celebrity endorsement literature has indicated that

attractiveness is an important indicator of effectiveness however; the attractiveness

construct is multi-dimensional in nature. Far from just encompassing aspects of physical

14

attractiveness, which themselves are rather arbitrary, attractiveness also entails other

characteristics such as personality and athletic ability (Erdogan 1999).

Chien et al (2006) in this study, investigate what conditions cause subjects to make

comparisons and the comparison patterns that influence effective advertising. People

make social or temporal-past or temporal-future comparisons, or may not make any

comparisons when facing a choice of purchase situation. Unlike past research, they

investigate four comparison patterns, and propose a general comparison model that leads

to greater advertising effectiveness.

Alex Wang (2006) said that engagement plays a contingent role in the effectiveness of

advertising processing that corresponds to the message effects created during the process.

Such message effects are advertising recall, message involvement, message believability,

attitude toward the message (AM), and attitude toward the advertisement (AAD). This

study & risqué; s objective is to examine whether higher engagement initiated by

contextual relevance increases advertising recall, message involvement, message

believability, AM, and AAD. The results have revealed that higher engagement increases

advertising recall, message involvement, message believability, AM, and AAD.

Moreover, message involvement mediates the engagement effect on message

believability, whereas AM mediates message believability on AAD. Implications based

on the findings demonstrate the importance of engagement as a driver of message

involvement and a metric for advertising effectiveness.

Nitin et al (2008) they find the Prior behavioral research has suggested that advertising

can influence a consumer's quality evaluation through informative and transformative

effects. The informative effect acts directly to inform a consumer of product attributes

and hence shapes her evaluations of brand quality. The transformative effect affects the

consumer's evaluation of brand quality by enhancing her assessment of her subsequent

consumption experience. In addition, advertising may influence a consumer's utility

directly, even without providing any explicit information-this is the persuasive effect. In

this paper, we propose a framework that formally models the processes through which all

three effects of advertisements impact consumers' brand evaluations and their subsequent

brand choice decisions. In particular, we model source credibility, confirmatory bias, and

bounded rationality on the part of consumers, by appropriately modifying the standard

15

Bayesian learning approach. Our model conforms closely to prior behavioral literature

and the experimental findings therein. In our empirical analysis, we get significant

estimates of both informative and transformative effects across brands. We find

interesting temporal patterns across the effects; for instance, the importance of

transformative effects seems to grow over time, while that of informative effects

diminishes. Finally, we conduct policy experiments to examine the impact of increased ad

intensity on advertising effects, as well as the role played by consumption ambiguity.

Marc et al (2009) they examine the endorser's likeability plays a determining role in the

advertising effectiveness of explicit persuasive appeals, they examine the impact of the

need for cognition (NFC) as a moderator of this relationship. They find that this effect

holds, as predicted, for individuals with lower NFC, but not for those with higher NFC.

Furthermore, the effects of explicit persuasion and the endorser's likeability on

evaluations of products or services by lower-NFC consumers were found to be mediated

by the attribution of self-interest. In contrast, advertising effectiveness for higher-NFC

consumers was predictable only by the valence of their cognitive responses to the

product.

Conclusion

Literature review it can be summarized that throughout the history of advertising

effectiveness for lifestyle brands to create effective messages; celebrity advertisers also

have to consider the attractiveness of the spokesperson. Source attractiveness refers to the

endorser's Physical appearance, Personality, Likeability and Similarity to the receiver,

thus to the perceived social value of the source. This behavior mainly goes back to halo

effect, whereby persons who perform well on one dimension example: physical

attractiveness or top professional performance, social status are assumed to excel on other

levels as well i.e. happiness and coolness.

16

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2.1 NEED AND SCOPE OF THE STUDY

The purpose of this study is to provide insight into effectiveness of advertisement for

lifestyle brands. In order to assess these perceptions, this study employed Ajzen and

Fishbein’s (1980) theory of reasoned action as a conceptual framework for investigating

the effectiveness of advertisement for lifestyle brands and the relative importance of

advertisement in consumer decision process. Consumer attitudes toward the effectiveness

of celebrity advertisement for lifestyle brands and the effectiveness of visual ads and non

visual ads.

Review of literature reveals that little attention has been given to advertising concept. The

limited research primarily comprises

Advertising as having four features:

(i) A verbal and or visual message.

(ii) A sponsor who is identified.

(iii) Delivery through one or more media.

(iv) Payment by the sponsor to the media carrying the message.

Summarizing the above, they conclude that “advertising then consist of all the activities

involved in presenting to an audience a non personal, sponsor-identified, paid-for

message about a product or organization.”Many Players are trying to recreate the ads

more effective to attract the customer and experience of shopping and are providing wide

product range, quality and value for money to create a memorable shopping experience.

Lifestyle brands are using various methods of communication tools and investing a huge

amount of profit in advertising. The need to understand the effectiveness of the

advertising is the specific study for understanding the consumer mind for lifestyle brands

advertising of above mentioned studies and advertising methods, different brands and

effect.

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2.2 OBJECTIVES OF THE STUDY

Keeping in view the above points the following study has been conducted under the following objectives;

1 To study the relative importance of advertisement in consumer decision process.

2 To study the effectiveness of advertisement for lifestyle brands.

3 To study the effectiveness of celebrity advertisement for lifestyle brands.

4 To study the effectiveness of visual ads and non visual ads.

2.3RESEARCH METHODOLOGY

Research Design: Research design is a set of advance decisions that make up the master

plan specifying the methods and procedures for collecting and analyzing the needed

information.“The essence of research design is quite simple to know effectiveness of

advertisements for lifestyle brands. The research design has been defined as a blue print of

the research work that indicates the draft for the methodology for data collection, the

instrument of the research, the method of sampling and analysis this study is exploratory in

nature. The aim of the study to know the effectiveness of advertisement for lifestyle brands.

Universe: The universe is Jalandhar city. Data is collected from those 150 customers of

lifestyle brands like Nike, Pepe jeans, Spyker, koutons, Reebok, Woodland Puma, U.C.B etc.

Data is collected in a time period of one week with a time slot of 3-6 hour in the day basis to

have better sample selection. Weekend days it is during the morning and evening time

weekend days are very important for me because of service holders and professional’s

respondents.

Sampling design: The following factors are considered in the section of selection of sample

for the study:

Sample size: The sample will consist of 150 respondents.

Working Class : 75

University students : 75

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Sampling Technique:

Stratified sampling is used for research. The different respondents from jalandhar city. The

populations are divided in to subparts. In this questionnaire we have used “Category Scaling”

& “Likert Scaling” while designing the questionnaire. In category scaling there is an attitude

scale consisting of several response categories to provide the respondent with alternate

ratings. In likert scaling there is a measure of attitudes designed to allow respondents to

indicate how strongly they agree or disagree with carefully constructed statements that range

from very positive to very negative towards an attitudinal object.

Source of data:

Primary data is collected through questionnaire and filled by the respondent of lifestyle

brands in jalandhar. In questionnaire contain twenty nine questions and all the objectives are

cover in one questionnaire.

Survey of Secondary Sources:

The data is collected both sources of secondary as well as primary data. In order to get a

complete understanding of the effectiveness of advertisement concept, its operationalisation

and implication; the secondary data is essential. Therefore the first step in the research

involves the collection of secondary data from all possible sources that directly or indirectly

focuses on the theme. Efforts are made to prepare list of relevant material and procure them

so that conceptual clarity could be achieved. Secondary data is collected from following

listed publications, journals, magazines, books.

Data collection & analysis

A survey is conducted by the help of survey tool- questionnaire. Questionnaire contains

twenty nine questions covering all the important parameters involved. 150 questionnaires are

filled by customers of lifestyle brands in jalandhar. The data is collected through the

questionnaire.