ABSTRACT
The focus of this work is on the impact of using celebrities in television advertisement. Thus to ascertain whether celebrities in adverts enhance sales is the prime motive/factor in the execution of this research. Chapter one looks at the introduction rationale of the study and the scope.
Chapter two focuses on the sources of literature,, and the review of related literature, especially, the postulations of Thomas C.O. Guinn et al 91998:286) Naresh K. Mathotra (1996:744), William Wells et al (1995:7) and other scholars were reviewed. The summary of the review was also hiched.
The research methodology, sample size and research instrument were the focus of chapter three. The survey method was employed, sample size was 120 respondents while the questionnaire was used as the instrument.
Chapter four deals with the presentation and analysis of data simple percentage bar chart and table were used to present the data. Further, the data was thoroughly analysed and used to test the hypothesis. It was thus upheld that; consumers are more likely to purchase a product when a celebrity endorses it.
– An advert campaign tends to be more successful when a celebrities is used.
– Adverts featuring celebrities would succeed more when the celebrities excel in its’ professions.
Consequently, chapter five concludes that an advertisement featuring a celebrity is not a waste of money some areas for further research are also suggested.
TABLE OF CONTENT
CHAPTER ONE
1.0 Introduction
1.1 Background of Study
1.2 Statement of Problems
1.3 Research Objectives
1.4 Research Question
1.5 Research Hypothesis
1.6 Scope of Study
1.7 Significance of study
1.8 Limitation of study
1.9 Definition of terms
CHAPTER TWO
2.0 Literature Review
CHAPTER THREE
3.0 Research methodology
3.1 Research Design
3.2 Population of study
3.3 Sampling Design and Procedure
3.4 Data Collection Instrument
3.5 Administration of Data Collection Instrument
3.6 Methods of data analysis
CHAPTER FOUR
4.0 Data Presentation and Analysis
4.1 Data Presentation
4.2 Test of Hypothesis
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendation
5.1 Summary
5.2 Conclusion
5.3 Recommendation
References
Questionnaire