Effectiveness of Films, Sport, Celebrity or Mascot to Content in the Advertising – A Dilemma for Global Brands

Abstract

A study is done to compare the effect of film or sport celebrity or mascot usage in advertising on educated, well -informed consumers through the application of Meaning Transfer theory and the elaboration likelihood model (ELM) of persuasion theories. Film or sport or Mascot advertising of global brands of the FMCG category has no role in improving purchase intentions and expertise, gender and controversy of the celebrity does not influence “educated working consumers “with graduate and post graduate degree in the present study. The study helps to resolve the dilemma for global brands on usage of Celebrity and Mascot in advertising for a global brand in emerging markets like India which is a destination for many global brands. Moreover, if the content is good and celebrity with “expertise image” is used to promote the global brands in FMCG category, brand parameters are positively influenced for educated working consumers who are under 35 years.

Keywords:

• Global brand
• advertisement communication
• film celebrities
• sport celebrities
• mascot
• content
• advertising