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Celebrity Advertising And The Performance Of New Products In Globacom Nigeria Limited

ABSTRACT 

Celebrity endorsement has been established as one of the most popular tools of advertising in recent time. It has become a trend and perceived as a winning formula for new product marketing and brand building. It is easy to choose a celebrity but it is tough to establish a strong association between the product and the endorser.


Nowadays, celebrity endorsement is used more than ever before in companies’ sales strategies and marketing campaigns. Generally the types of celebrities who are used to endorse products are music artists, movie stars, and also famous athletes and sportsmen.

This study was undertaken to assess the impact of celebrity advertising on the performance of new product of Globacom Nigeria Limited. One hypothesis was formulated, to ascertain whether celebrity advertising has any influence on the performance of new product. A population and sample size of about 68 was adopted. The instrument employed to obtain data from the staff of Globacom Nigeria Limited was the questionnaire.

Furthermore, the data obtained were analyzed using simple percentage presented in tables and figures and the hypothesis formulated was tested using chi-square test statistic. Our findings showed that celebrity advertising has influence on the performance of new product of Globacom Limited. Based on the findings of our study, the following recommendations were advanced: Telecom organizations should watch out for match-up between the celebrity and the product before engaging in endorsement contracts, and the Management of Telecom organizations should take note of the cost implication of engaging celebrities in advertising its market new products so as not to incur unnecessary cost.

Key Words: 

Advertising,Celebrity, Product, New Product Performance


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