Impact of Advertisements Through Sports Personalities in Traditional Media: A Study Among the Youth

Abstract

Every rupee spent on advertisement has a multiplier effect on revenue. The practice of using famous personalities, especially sports celebrities, for advertisements has long been successful in India. Although sports stars are popular across all sections of the population, they have a special appeal among the youth. This study assesses the impact of advertisements displayed by select sports celebrities namely, MS Dhoni, Virat Kohli, Mithali Raj and PV Sindhu in the traditional media among the youth. The Mann-Whitney U test applied on four factors namely, Recognition, Media Presence, Media Interaction, and Media Influence, derived through rotated component matrix show that males and females have different opinions regarding the issue, as well as younger and older respondents also differ in their opinions. The results show that brand endorsements in traditional media by sports celebrities can give rich dividends if gender and age of the target audience is taken into consideration and the celebrity is selected after considering his/her status among target population. The research contributes to the field marketing specially based on advertisement.

Keywords: Advertisements, Brand, Social Media, Traditional Media, Sports Celebrity

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