• Dr.B.V.Jayanthi
• Dr.Roopam Gosain

In this ad cluttered world, every marketer tries to attract the attention of his potential audiences. The customer experience must be of vital importance to the marketers or else the installation of ad blockers will rise on the digital media. Traditionally TV and the print media have dominated the Indian scenario. According to 3M report, 14 to 15 percent of today’s advertising goes into digital mode of marketing. From the consumer’s point of view, one third of his time is spent on digital media. As far as the younger audience’s ad viewing toes, it is two thirds of their time on digital world and its experiences. It is now the time for the Indian tourism sector to concentrate on the experience and emotions of the tourists than on the other related nuances. With the beautiful Priyanka Chopra roped into the Awesome Assam Campaign, one is reminded of the earlier occasions where many other celebrities also featured in attracting the tourists to different Indian destinations. That gives rise to an interesting question as to whether a celebrity is significant in a tourism ad for a better ad recall. This study, with cross tabulation and one way ANOVA, is a humble effort to find out answers to the critical question on the relationship between the celebrity endorsement and ad recall

Ad recall, celebrity endorsement, tourism marketing, verbal and visual brand promise

"CELEBRITY ENDORSEMENT AS A STIMULUS IN TOURISM ADVERTISEMENT RECALL – AN ANALYTICAL STUDY IN MUMBAI, INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 11, page no.545-555, November-2018, Available :http://www.jetir.org/papers/JETIR1811979.pdf

"CELEBRITY ENDORSEMENT AS A STIMULUS IN TOURISM ADVERTISEMENT RECALL – AN ANALYTICAL STUDY IN MUMBAI, INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 11, page no. pp545-555, November-2018, Available at : http://www.jetir.org/papers/JETIR1811979.pdf