In a competitive market, the importance of effective communication cannot be undermined. It is very important to grab the eyeballs of existing and potential customers to succeed. Advertisers have tried innovative strategies like use of celebrity endorsements, animated characters and different appeals in advertising to woo the audience and to boost sales. In the present study, the researcher has explored the comparative effectiveness of celebrity and mascots in advertising and its impact on attitude towards the advertisement, attitude towards the brand and purchase intentions of Indian consumers. Survey method was used to conduct the research. Statistical tools such as Cronbach alpha, exploratory factor analysis, bivariate correlation analysis and multiple regressions were executed to analyze the collected data. Results emphasized on the use of celebrities over mascots to generate favourable consumer action. Advertising managers can take a cue from this research and increase the efficacy of campaigns by roping in celebrities over mascots.

中文翻译：

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衡量名人对动画吉祥物代言的相对功效

在竞争激烈的市场中，有效沟通的重要性不能被削弱。抓住现有和潜在客户的眼球以获得成功非常重要。广告商尝试了一些创新策略，例如使用名人代言，动画角色以及广告中的各种吸引力来吸引受众并提高销量。在本研究中，研究人员探讨了名人和吉祥物在广告中的相对有效性及其对广告态度，品牌态度和印度消费者购买意图的影响。调查方法被用来进行研究。执行了诸如Cronbach alpha，探索性因子分析，双变量相关性分析和多元回归之类的统计工具来分析收集的数据。结果强调使用名人而非吉祥物来产生有利的消费者行为。广告经理可以从这项研究中获得线索，并通过在吉祥物上名人聚集来提高竞选活动的效率。