Celebrity endorsement advertising has been recognized as a “pervasive feature of modern marketing” (McCracken 1989; Keller 2008). Additionally, celebrity endorsement activity has increased in recent years (Biswas, Hussain & O'Donnell 2009). Say no to plagiarism. Get a Custom Essay on “Why Violent Video Games Should Not Be Banned”?Get the original essayFrom 1984 to 1999, sponsorship spending increased elevenfold, accounting for $23.16 billion, or 7.0 % of global advertising budget (Meenaghen 2001; Pope, Voges and Brown 2009). Some estimates suggest that a quarter of all advertisements shown in the United States include celebrities (Till & Shimp, 1998). Athletes, both amateur and professional, as well as musicians, television and movie stars, and even animated characters, such as Mickey Mouse, are used to promote and publicize products and services through sponsorship campaigns. . The primary objective of using celebrities in advertising is to generate publicity and attention to the brand (Biswas, Hussain & O'Donnell 2009) as well as to influence consumers' perceptions of the brand. brand based on their knowledge of the celebrity (Keller 2008). This requires that the celebrity be well known to have the desired effect (Keller 2008). Kaikati (1987) expressed five benefits of employing celebrities to promote products: attracting attention, managing crises, repositioning the brand, marketing globally, and driving sales. Biswas et al. (2009) found that reasons for celebrity recall included popularity, status symbol, attractiveness and glamour, likability, and celebrity recall value or familiarity. The increased awareness and attention resulting from celebrity advertising is believed to combat the challenge of advertising clutter and bring instant brand credibility and recall to consumers. Pope, Voges, and Brown (2009) found that sponsorship positively affects an individual's perception of a brand's quality and image. Products that may be of lower quality than their competitors or have fewer features may benefit from using a high-profile celebrity to introduce them to consumers. The target market for campaigns should be considered when selecting spokespersons and whether a celebrity is the best way to reach them. Biswas et al. (2009) found that people aged 18 to 25 have the greatest ability to recall brands from celebrity advertising, compared to older age groups. The main reason for this result is that the older age group seeks more product information in advertisements, whereas celebrity campaigns focus on consumer feelings and perception. Additionally, the placement of celebrity ads on sites like youtube.com or metacafe.com, where most viewers are relatively young, information-rich, and Internet-savvy, suggests that celebrity-based ads are not limited more to traditional campaign media (Biswas et al. 2009). This overcomes the problem that younger age groups typically change channels during television commercials or use disruptive technologies such as TiVo and DVR to bypass commercials (Biswas et al. 2009). Different cultures respond differently to the use of celebrity spokespeople. Developing economies, like India's, have very different cultural dimensions, as highlighted.