Attitude of customers towards celebrity advertisements

Celebrity advertisement practices are growing tremendously, this field has been developed with the various theories and models. These theories and models provide guidance to the implementation of celebrity advertisement. the use of celebrity advertisement in marketing communication is not a recent data. Celebrities have endorsed products since the late nineteenth century. One of the first marketing campaigns involved Queen Victoria endorsing Cadbury’s cocoa in the United Kingdom. Estimates pertaining to usage of celebrity endorsement in marketing communication activities have risen noticeably over the past four decades. The growth of commercial radio in the 1930’s and commercial television in the 1950’s helped to fuel the popularity for the usage of celebrities in advertisements. In 1979, celebrity endorsers were used in one out of every six advertisements. Somewhere in the 80’s, Indian marketers found the solution celebrity endorsement for the brand. By the mid-to-late 1990’s, approximately 25% of all commercials employed use of celebrity spokespersons (Shimp, 1997). The number of celebrity endorsement was 100 in 2003, 183 in 2004, 312 in 2005, 499 in 2006 and reached 745 in 2007. The most important attribute for a celebrity endorser is the trustworthiness.