Shanthi celebrity advertising indian visual media.
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This present study explored the effectiveness of the Indian celebrities in product endorsement/promotion and the association between demographic variables and celebrity endorsements. The research sampled 290 respondents from in and around Chennai. Frequency, Mean and Chi square statistics were used to analyse the data. Results show (1) Sachin Tendulkar is the most effective celebrity, (2) Soft drink and Two Wheeler/Car are the most effective products endorsed/promoted by celebrities and (3) Respondents across the board feel that these celebrities are effective in promoting the products.
