WHAT IS MORE EFFECTIVE? SINGLE CELEBRITY VERSES MULTIPLE CELEBRITY: A STUDY ON RELATIVE EFFECTIVENESS OF BOTH TYPE OF PRINT ADVERTISEMENTS ON CONSUMERS’ PERCEPTION

The Study is mainly done to find out the relative effectiveness of Single Celebrity endorsed Advertisement and multiple Celebrity endorsed Advertisement in influencing the perception of consumers (i.e. attitude towards advertisement, attitude towards celebrity and attitude towards advertised product). Further, the Study is done for the Same Product and for the low involvement Product especially Soft drinks. Given the purpose of the study, the descriptive research technique is used. In the Study, Lowinvolvement Product Category is considered and two type of endorsed Advertisements (Single Celebrity and Multiple Celebrity) are used and the study is done on 200 Consumers. Created Print Advertisements are used as stimuli. The study suggest that for low-involvement product category specifically Soft-drink especially in case of Print media, advertisements endorsed by multiple celebrities has more favourable/positive impact in influencing the Perception of consumers (i.e. attitude towards advertisement, attitude towards celebrity and attitude towards advertised product) as compared to advertisements endorsed by Single celebrity. Limitation of the study is that it is restricted/confined to the selected city of Gujarat and therefore the findings may or may not be generalized to the other cities or states of the country. A major implication from the findings for the managers or advertising agencies is that as the number of celebrities increases in the advertisement, the impact of advertisement in creating positive attitude towards advertisement increases, also the consumer purchase intention for the advertised product and the consumer's perception towards celebrity's credibility, trustworthiness, attractiveness and expertise increases for the low-involvement Soft drink Product especially in case of Print media. The contribution of the study is in addressing an area that has not been very well researched yet, and in addressing a research question that has not been investigated properly.