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Celebrities are the personalities that are well known in public either because of their credibili... more Celebrities are the personalities that are well known in public either because of their credibility or of their attractiveness or because of both of these. To leverage this, advertisers use celebrities in their advertisement to increase the effectiveness and heighten the believability of commercials. Prior to this research, many researches have proven facts that celebrity endorsement does cast its impact. This research actually moves on the same line and affirms the impact of celebrity endorsement on customers' buying intention. We presented the respondents with printed advertisements comprising celebrities and analyzed their response. Overall, phenomenon of celebrity endorsement was found to be influencing. The results maintain that customers are motivated to purchase by celebrities that appear in advertisements but also look for celebrityproduct association.
With the expansion of Cable Television service to much of the nation over the past six years, con... more With the expansion of Cable Television service to much of the nation over the past six years, concern has grown about the Cable TV watching habits of the youth in Pakistan. This study is aimed at collecting precise data to analyze the "opinion", preferences and requirements of the youth in Lahore regarding their Cable TV watching habits. The results can be generalized over the young population of Pakistan. For this purpose, students of both genders of different colleges and universities have been contacted so that people belonging to all sections of the society can be reached. From the 300 respondents in totality the results show that young people only acquire entertainment from the cable TV and not any productive motive is behind the reason of "liking" cable TV, yet they wish to have access to only those selected channels that do not promote immorality and untraditional indecency.
Celebrities are the personalities that are well known in public either because of their credibili... more Celebrities are the personalities that are well known in public either because of their credibility or of their attractiveness or because of both of these. To leverage this, advertisers use celebrities in their advertisement to increase the effectiveness and heighten the believability of commercials. Prior to this research, many researches have proven facts that celebrity endorsement does cast its impact. This research actually moves on the same line and affirms the impact of celebrity endorsement on customers' buying intention. We presented the respondents with printed advertisements comprising celebrities and analyzed their response. Overall, phenomenon of celebrity endorsement was found to be influencing. The results maintain that customers are motivated to purchase by celebrities that appear in advertisements but also look for celebrityproduct association.
With the expansion of Cable Television service to much of the nation over the past six years, con... more With the expansion of Cable Television service to much of the nation over the past six years, concern has grown about the Cable TV watching habits of the youth in Pakistan. This study is aimed at collecting precise data to analyze the "opinion", preferences and requirements of the youth in Lahore regarding their Cable TV watching habits. The results can be generalized over the young population of Pakistan. For this purpose, students of both genders of different colleges and universities have been contacted so that people belonging to all sections of the society can be reached. From the 300 respondents in totality the results show that young people only acquire entertainment from the cable TV and not any productive motive is behind the reason of "liking" cable TV, yet they wish to have access to only those selected channels that do not promote immorality and untraditional indecency.