PERCEPTION OF THE USE OF CELEBRITIES IN GLO RADIO ADVERTISEMENTS

ABSTRACT

The research examined the perception of the use of celebrities in Glo Radio Advertisements Among Benin Residents. The study was justified with the use of the Source Credibility and Meaning Transfer celebrity endorsement theories, because it explains clearly the relationship between brands and the celebrity endorsement trend. The data generated were analyzed with the aid of frequency Tables and simple percentages. Findings from the research shows that majority of Glo’s publics have positive perceptions on the celebrity endorsement trend. This positive attitude to the trend is evident in the transferred popularity of the celebrity endorser to the brand. This popularity serves as the major factor influencing the image of Glo and not its independently gained popularity. Put in simple words, Glo on its own is unable to create a strong presence among its publics thus; it relies heavily on the popularity of its celebrity endorsers to create and maintain its image in the minds of the publics as well as receive and maintain its customers.

It is recommended that the Public relations team of Globalcom put in more effort to improve the brands image independent of celebrity endorsers. More effort also need to be put into frequency and reach of  the radio advertising campaigns of Glo as is seen from the results of this study with majority of the respondents revealing that they have little exposure to Glo radio adverts.