Effects of Celebrity Advertising

Feb 3rd, 2012
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Ashford University
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Celebrity advertisement is use of celebrities to advertise certain products on behalf of the company. It is done through the media or campaign caravans with aims of targeting market from different backgrounds. The purpose of the study was to establish the effects of celebrity advertising on organizational performance

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AN ASSESSMENT OF THE EFFECTS OF CELEBRITY ADVERTISING ON ORGANISATIONAL PERFORMANCE: A CASE STUDY OF THE BANKING INDUSTRYBY HILDA SAWEB.COM/GC/506/11/12APRIL 2013AN ASSESSMENT OF THE EFFECTS OF CELEBRITY ADVERTISING ON ORGANISATIONAL PERFORMANCE: A CASE STUDY OF THE BANKING INDUSTRYBY HILDA SAWEB.COM/GC/506/11/12Submitted in partial fulfillment of the requirementsfor the degree in Business ManagementDepartment of Accounts and MarketingAMECEA Gaba CampusFaculty of CommerceThe CatholicUniversity of Eastern AfricaAPRIL 2013DECLARATIONI, the undersigned, declare that this thesis is my original work and that it has not been presented in any other university or institution for academic credit.HILDA SAWESignature....................................................Date....................................SUPERVISORSThis thesis has been submitted for examination with our approval as university supervisors.Full name and title of first supervisorABSTRACTCelebrity advertisement is use of celebrities to advertise certain products on behalf of the company. It is done through the media or campaign caravans with aims of targeting market from different backgrounds. The purpose of the study was to establish the effects of celebrity advertising on organizational performance and was based on the following objectives: to asses the contribution of celebrity advertising to an organization's business performance, to evaluate the effectiveness of employing celebr

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