Impact of Celebrity Endorsement on University Student's choice of buying Mobile Network (in case of Telenor & Mobilink)

Abstract

Today, the modern marketing strategy of most business firms relies heavily on advertising to promote their products to their target markets. The major goal of today's advertising strategy is the influencing of customers, who are becoming increasingly educated, sophisticated and, selective. Competition is also becoming more intense. Having a good product alone is not enough to compete in markets of high standards. Obviously, the changes in markets and consumer lifestyle are driving marketers to focus on more persuasive ways of promoting their products. In today's media driven markets, creative television advertising can promote not only products, but also attractive lifestyles and dreams that are highly valued by consumers. Very often, advertisers use various advertising styles to influence consumers' brand choice behavior. Among the different styles available, celebrity endorsement is becoming a popular choice in the advertising industry. It is a known fact that the best endorsements achieve an eclectic balance between the product (brand) and the celebrity. Giving a brand a 'face' is more than just a marketing strategy to increase sales or gain market share, it is a decision that can change the future of the brand forever.