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.

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

2
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
intention to buy cannot occur unless brand awareness has occurred (Rossiter & Percy
1987; Rossiter et al. 1991).

3
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
media are accepted as "real" and, more importantly, become objects of desire for many
who aspire to this quasi-mythical lifestyle.

4
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
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

5
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"
(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
6
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
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

7
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
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

8
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 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.

9
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
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.

10
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
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

11
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.

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

12
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
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

13
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
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

14
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
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.

15
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
REFERENCES
 Assael, H. (1992) “Consumer Behavior and Marketing Action, PWS-KENT,
Boston, MA.
 Alex Wang. (Dec 2006) “Journal of Advertising Research. New York: Vol. 46,
Issue. 4; pp. 355
 Agrawal, Jagdish and Wagner, A. Kamakura, (1995) The Economic Worth of
celebrity Endorsers, An Event Study Analysis, Journal of Marketing, vol,59, No.
3, pp. 56-62.
 Arens, Williams F. (1996) Contemporary Advertising. USA Richard D. Irwin, A.
Times Mirror Higher Education Group Inc. Company.
 Bower, Amanda B. and Stacy Landreth (2001) Is Beauty Best? Highly Normally
Attractive Models in Advertising, Journal of Advertising, Vol. XXX, No.1, pp. 1-
12.
 Barrow, P. (1990) Does Your Advertising Director Intrude? Canadian Manager,
vol, 15 spring, pp. 26-27.
 Braun, Kathryn A. (1999), “Post experience Advertising Effects on Consumer
Memory,”Journal of Consumer Research, vol, 25 pp, 319-332.
 Caballero, M.J., Lumpkin, J. & Madden, C.D. (1989) Using physical
attractiveness as an advertising tool: an empirical test of attraction phenomenon.
Journal of Advertising Research, 29(4), pp. 16–23.
 Cobb, C. J. and Hoyer, W. D. (1986),”Planned Versus Impulse Purchase
Behavior”, Journal of Retailing, Vol. 62 issue,4, pp. 384-409. Retrieved, May 16,
2007, from http://web.ebscohost.com.
 Clark, Robert C. and Horstman, Ignatius J. (2003) Celebrity Endorsents
celebendorse.bu.“Is celebrity advertising effective Business Standards”.
 Chien-Huang Lin, & Chia-Ching Tsai. (Sep2006) Journal of Business and
Psychology. New York. Vol. 21, Issue. 1. pp, 23.
 Chao, P., Wuhrer, G. & Werani, T. (2005) Celebrity and foreign brand name as
moderators of country-of-origin effects, International Journal of Advertising,
vol.24 issue. 2, pp. 173–192.

17
 De Pelsmacker, P. M. Geuens, J. Van den Bergh (2004) Marketing
Communications, A European Perspective, second edition, Prentice Hall.
 Etzel, M.J., B. J. Walker and W. J. Stanton. (1997) Marketing. USA, Irwin/Mc-
Graw Hill.
 Englis, B. & Soloon, R. (1997). Where perception meets reality: The social
construction of lifestyle. In L. Kahle & L. Chiagouris (Eds.), Values, lifestyles,
and psychographics Mahwah, NJ, Lawrence Erlbaum Associates. pp. 25-44.
 Erdogan, B.Z. (1999) Celebrity endorsement: a literature review. Journal of
Marketing Management, vol, 15 issues, 3. pp. 291–314.
 Edell, J.A. and Bruke, M.C. (1987)’’the power of feeling in understanding
advertising effects.”journal of consumer research.vol, 14.issue,3 pp 421-433.
 Fernandez, K. V. and Rosen, D. L (2000). The effectiveness of information and
color in yellow pages advertising. Journal of Advertising vol, 29 issues, 2, pp. 61-
73.
 Grunert, K.G. Brunso, K. and Bisp, S. (1997), "Food-related life-style:
development of a cross-culturally valid instrument for market surveillance", in
Kahle, L. and Chiagouris, C. (Eds) Value, Lifestyles and Psychographics,
Erlbaum, Hillsdale, NJ, pp. 337-54.
 Horstman, Ignatius J and Clark, Robert C.(2003) Celebrity Endorsents
celebendorse.bu. “Is celebrity advertising effective Business Standards”.
 Homer, P (1985), Physical Attractiveness of the Celebrity Endorser: A Social
Adaptation Perspective, Journal of Consumer Research, Vol. 11 Issue 4, pp 954.
 Iddiols, D. (2002), the fame game, using celebrities effectively, World advertising
research Center.
 Kahle, L. and Homer, P (1985), Physical Attractiveness of the Celebrity Endorser,
A Social Adaptation Perspective, Journal of Consumer Research, Vol. 11 Issue 4,
pp 954.
 Kim, Peter. (1992). “Does Advertising Work: A Review of the Evidence.” The
Journal of Consumer Marketing, vol, 9, issue 4 pp 5-19.
 Kamins, M., (1989) 'Celebrity and Non Celebrity Advertising in a Two Sided
Context" Journal of Advertising Research, June/July pp. 34 - 42

18
 Kelman (1961), the impact of advertising effectiveness and credibility.’ Journal
of advertising” Vol, 18 issue 4. pp, 4-10.
 Kotler, P. & Armstrong, G. (1996). Principles of Marketing. Upper Saddle River:
Prentice Hall, Inc.
 Kamins, Michael, A. (1990) An Investigation into the Match-Up-Hypothesis in
celebrity Advertising, When beauty Be Only Skin Deep, Journal of Advertising,
vol, 19, issue, 1. pp. 4-13.
 Kellner, D. (2000) the sports spectacle, Michael Jordan, and Nike: unholy
alliance? Unpublished manuscript.
 Liu, Y (2001) Understanding The Interactive Media: Interactivity And Its
Implications for Consumer Behavior. Doctoral Dissertation Proposal, Rutgers
University.
 Lohse, G. L. and Rosen, D.ignaling Quality and Credibility in Yellow Pages
Advertising, The Influence of Color and Graphics on Choice, Journal of
Advertising vol, 30 issue ,2, pp. 73-85.
 Lazer, W. (1963) "What models in marketing?" Journal of Marketing, Vol. 27,
issue. 2, pp. 73-5.
 Mehulkumar P. (2005) an examination of universal personality endorser en the
interaction between PCI and PBI, Leeds university business school report, vol. 2.
 Marketing Insights (1989) "A Dream World Labeled Lauren," June, 9.
 McCracken, G. (1989) who is the Celebrity Endorser? Cultural Foundations of the
Endorsement Process. Journal of Consumer Research, December pp, 310-321.
 Marc-André Reinhard, Matthias Messner(2009) Journal of Consumer Behaviour.
London. Vol. 8, Issue, 4. pp. 179.
 McGuire, William J. (1985) Attitudes and Attitude changes, Handbook of Social
Psychology, (Eds.) Gardner Linzey and Elliot Aronson, vol. 2, pp. 233-346.
 Nitin Mehta, Xinlei (Jack) Chen, Om Narasimhan. (2008) Marketing Science.
Linthicum, Vol. 27, Issue. 3. pp. 334-24.
 Ohanian, R. (1991) the Impact of Celebrity Spokespersons' Perceived Image on
Consumers' Intention to Purchase. Journal of Advertising Research.
February/March pp, 46-54.

19
 Perrault, William D., Jr., and McCarthy, E. Jerome, (2000) "Basic Marketing: A
Global Approach," Richard D. Irwin Company, New York, NY
 Ruth Ann Smith, (1991)” The Effects of Visual and Verbal Advertising
Information on Consumers' Inferences” Journal of Advertising, Vol. 20, No. 4, pp.
13-24.
 Rosenberg,( 1995) J. M. Dictionary of Marketing and Advertising, John Wiley &
Sons, Inc.,
 Rossiter, John R., Larry Percy & Robert J. Donovan (1991) “A Better Advertising
Planning Grid,” Journal of Advertising Research, vol,31 issue, 5,pp 11–2
 Rossiter JR & Percy L (1987) Advertising and Promotion Management.
Singapore: McGraw-Hill.
 Raturi, Prachi (2005) “Riding the wave,” Brwach. Hindustan Times pp, 4-10.
 Rosenthal, R. (1995) Writing meta-analytic reviews. Psychological Bulletin, vol,
118. Issue, 2, pp. 183–192.
 Till, B. Busler, M (1998) Matching products with endorsers: attractiveness versus
expertise, Journal of Consumer Marketing, Vol. 15 Issue 6.
 Till, B. Busler, M (2000) The Match-Up Hypothesis: Physical Attractiveness,
Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand
Beliefs, Journal of Advertising, Vol. 29, Issue 3,pp1-13.
 Till, B.D. & Shimp, T. (1998) Endorsers in advertising: the case of negative
information. Journal of Advertising,vol. 27 issue .1, pp. 67–82.
 Tom, Gail, Clark, Rebecca, Elmer, Laura, Grech, Edward, Masetti Joseph and
Sandhar, Harmona (1992) the Use of Created versus Celebrity Spokesperson in
Advertisement, the Journal of Consumer Research,vol, 20, issue, 4 pp. 535-547.
 Vakratsas, Demetrios and Tim Ambler (1999) “How Advertising Works: What
Do We Really Know?” Journal of Marketing, vol, 63, pp 26-43.
 Wu, S. (2001) an experimental study on the relationship between consumer
involvement and advertising effectiveness. Asia Pacific ‘’Journal of Marketing
and Logistics,vol, 13,issue,1 pp 43-57.
 Zafer Erdogan (2001) Selecting Celebrity Endorsers: The Practitioner's
Perspective, Journal of Advertising Research, Vol. 41 Issue 3, pp39.

20
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.

21
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

23
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.

23