EFFECTIVENESS OF PRODUCT ENDORSEMENTS BY CELEBRITIES IN ADVERTISEMENT

The study examines the effectiveness of product endorsements by celebrities in advertisement with a particular focus on Global Communication, Nigeria. The study was used Perception Theory and Mental Model. The research used survey method coupled with questionnaire as a data collection instrument. One hundred (100) respondents were accidentally selected while only 90 copies were correctly filled and returned for analysis. The data collected were analysed and discussed in descriptive statistics (frequency and percentage method). Finding also shows that many of the respondents (77.7%) admitted that they saw celebs in Glo advertising campaigns many times. On whether celebrities featured on Glo …READ MORE …