Solanki Sandip P., Symbiosis International University, Pune, India
Sheth Bhagyashree, Gujarat Technological University, Ahmedabad, India
Volume 7, Number 3, 2015 I Full Text PDF
Abstract
This Study is mainly done in order to find out the relative effectiveness of Celebrity Endorsed Advertisements verses Animated Character Endorsed Advertisements on the purchase intention of children. Further, the Study is done for the same product and for the low involvement food product. The study finds that the impact of animated and cartoon characters in Advertisements is more than that of celebrities in advertisements especially for low-involvement food product category.
Keywords: Celebrity endorsed, Animated character, Children, Purchase intention, Television, Print, Advertisements.
