...IE21103 MARKETING ESSAY (INDIVIDUAL WORK) WEIGHT: 10% QUESTION 1 PREPARED BY: Name | Matric No. | CHUA PEI KUN | BI12110028 | DATE OF SUBMISSION: 9th October 2014 PREPARED FOR: Madam Nona Masnie Mohd Nistah TABLE OF CONTENTS No | Title | Page | 1 | Introduction | 3-4 | 2 | Reasons for celebrity endorsement | 5-6 | 3 | Effects of celebrity endorsement | 7-8 | 4 | Conclusions | 8-9 | 5 | Bibliography | 9-10 | Question 1 Consider brands like Olay Malaysia ©, D’Herbs ©, Maixara © and Revlon © each brand appointing celebrities as their product ambassador. How does the use of celebrity endorsement enhance brand awareness and brand image? 1. Introduction How does the use of celebrity endorsement enhance brand awareness and brand image? First, we need to understand what celebrity endorsement is. Definition of celebrity is an individual who is known to the public (Friedman & Friedman, 1979). Brands like Olay Malaysia ©, D’Herbs ©, Maixara © and Revlon © appointing celebrities as their product ambassador to communicate brand images and information to consumers. People tend to overlook a lot of adverting and marketing tactics in this fast-paced life but people hardly goes unseen of the presence of a celebrity. Many researches report that customers have a need to gain an insight about the lives of celebrity personalities, which is why celebrity can catch consumer attention easily. Many organizations use celebrities in their marketing in...
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...Effect of Celebrity Advertising in the Philippines Thesis Statement: Philippine Celebrities are very important factors in advertising nowadays because they serve as a very effective means in marketing. Problem (Background of the Proposal): A celebrity can be an actor or an actress who are usually seen in the television programs. Nowadays, many celebrities are now also commercial models and this phenomenon constitutes to the so-called “Celebrity Advertising”. Celebrities are now making a huge impact in advertisement in the Philippines. According to studies, consumers usually buy a product because of the celebrity endorser without knowing the factual effect of that certain commercial product. Specifications: • Must be able to clearly define Celebrity Advertising. • Must be able to show the effect of Celebrity Endorsing or Advertising in the Philippine commercial industry marketing. • Must be to give the different celebrity attributes on how to advertise a commercial product effectively. • Must be able to give the effect of being an endorser of a celebrity (celebrity income in a commercial). • Must be to relate brands, celebrities and consumers in the Philippines • Must be able to identify the risks involved and the celebrity arguments against celebrity advertising in the Philippines • Must be able to distinguish the impact of the brand endorsement by a celebrity on consumer behavior in the Philippines. References: • (2010, 12). Celebrity Endorsement...
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...Effect of Celebrity Advertising in the Philippines Thesis Statement: Philippine Celebrities are very important factors in advertising nowadays because they serve as a very effective means in marketing. Problem (Background of the Proposal): A celebrity can be an actor or an actress who are usually seen in the television programs. Nowadays, many celebrities are now also commercial models and this phenomenon constitutes to the so-called “Celebrity Advertising”. Celebrities are now making a huge impact in advertisement in the Philippines. According to studies, consumers usually buy a product because of the celebrity endorser without knowing the factual effect of that certain commercial product. Specifications: • Must be able to clearly define Celebrity Advertising. • Must be able to show the effect of Celebrity Endorsing or Advertising in the Philippine commercial industry marketing. • Must be to give the different celebrity attributes on how to advertise a commercial product effectively. • Must be able to give the effect of being an endorser of a celebrity (celebrity income in a commercial). • Must be to relate brands, celebrities and consumers in the Philippines • Must be able to identify the risks involved and the celebrity arguments against celebrity advertising in the Philippines • Must be able to distinguish the impact of the brand endorsement by a celebrity on consumer behavior in the Philippines. References: • (2010, 12). Celebrity Endorsement...
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...Endorsements vs Non-endorsements Project Number: ___________ Abstract The purpose for this project is to find out how people think towards endorsements and find out if they are affected by it or not. When people choose a product how important are endorsements? When a product is endorsed by someone famous enough, it will be chosen over the non-endorsed product. First I will survey a person describing both products, then say which one is endorsed, later ask which one they prefer. Introduction When selling...
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...What is behind every major brand in the world? An iconic sportsman endorsing it. The celebrity status of sportsmen all over the world has continued to grow, especially in the past decade. Sports stars are often regarded as role models and therefore it has been suggested they should only be able to endorse certain brands and messages. I will be arguing in this essay through the example of NBA star LeBron James how I agree due to sporting stars growing influence on society, especially children and teens, they should not be allowed to endorse negative brands or messages such as unhealthy food. The influence of sporting stars in today’s society is major. Most athletes idolised by millions around the globe, kids holding onto every word that comes from their mouths. Think of your childhood idol for a second. When you are a child you are so infatuated by your idols you want to be just like them, do what they do, eat what they eat and wear what they wear. With this kind of influence on thousands of people caution needs to be taken when deciding the brands and messages one can endorse. A case study completed by youth in India provides proof of the influence Sporting Stars can have on our youth. About 14.1% of the children tested admitted to purchase products that appear in ads endorsed by their sporting heroes while 51.6% youngsters say that they make the purchase however, not always. 20.4 % say that they never buy products that appear in ads. Another 13% say that they do not want...
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...Maureen Okoeguale Dfanni’s House of Fashion Final Course Project Report MKTG522 – Marketing Management Professor Lynne Pryor August 24th, 2015 DeVry University Table of Contents Executive Summary: …………………………………………………..3 Introduction: …………………………………………………………3 IMC Objectives: ……………………………………………………….4 Market Analysis: ………………………………………………………5 Communications Strategy Plans: …………………………………….6 Traditional Media: …………………………………………………….6 Internet: ……………………………………………………………….6 Direct Marketing: …………………………………………………….7 Sales Promotion: ……………………………………………………..7 Public Relations: ……………………………………………………..7 Communications Schedule: ……………………………………………8 Budget Evaluation: …………………………………………………….9 Conclusion: ………………………………………………………….....10 Reference Page: ………………………………………………………..11 Executive Summary The mission of Dfanni’s House of Fashion is to offer the best quality designer brands and styles from around the world at fair and competitive prices. Provide world class customer service and deliver excellent customer shopping experience that’s entertaining for the kids and relaxing/pleasing for adult shoppers. We will thrive at becoming the world’s greatest premier retail store, offering innovative and creative merchandise, and most importantly, using more technology and directing the company’s resources towards those fundamentals that are core to our customers. Prior to now, our company has only operated virtually generating $10 million and $15 million U.S. dollars of revenues in years 2013 and 2014 respectively...
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...the Internet, the relentless 24 hour news broadcast, the lack of party loyalty by members of the public and the merging of political ideology between left and right wing politics. In this essay I will show why Barack Obama‟s appearance on World Wrestling Entertainment (WWE) in the build up to the 2008 election and subsequent electioneering on the „Smackdown Your Vote‟ website (owned by the WWE), and his status updates on Facebook, were a text book model of political campaigning for the modern day celebrity politician catering for popular culture. Campaigning in this manner also removed some of the risks associated in dealing with generic media outlets and reached a national (and international) audience. Although a critic could dispute that this truly represents the “re-feudalism” or the Americanization (Habermus, S. 1990 as cited in McNair 2004) of politics perfectly, I will argue that this is not necessarily a bad thing. Obama gained a significant amount of voters between the ages of eighteen and twenty five which ultimately lead to his election success. Finally, I will briefly look at another type of celebrity politician, the celebrity who is not running for office or an elected representative, but a celebrity with a political opinion. I will look at the impact of Oprah Winfrey‟s endorsement of Obama throughout his campaign. 1 Firstly we need to look at the challenges facing a modern day politician, especially during the campaign trail. Perhaps the most influencing factor...
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...Persuasive Essay Glamorizing Teen Pregnancy Assignment # 8 Tiffany D. Bolden National American University Glamorizing Teen Pregnancy It’s a beautiful thing to bring a child into the world. The ability to produce life comes with more responsibility then “parents” have acknowledged initially prior to their parenting experience. Being a parent is accompanied with lifelong ties. Not only does bearing a child into this world mean lifelong ties, it also commences the genesis of future generations. However, the media takes the time-honored meaning out of the word “family” and the sentimental beauty out of pregnancy by making it seem attractive and desirable. MTV’s reality TV show ‘Teen Mom’ is supposed to exhibit the struggle of young teenage girls being pregnant and displaying the attempt of young parenthood. However, the personal burden of parenthood seems to be surpassed. Instead, the focal point appears to be the climatic drama between the mother of the child and the baby’s father. “These girls are ignoring the fact that this decision must be followed by a lifetime of responsibility,” says Rabbi Shmuley. Perhaps the young teenagers are more intrigued by the front page tabloid covers and big endorsement deals. Rather than understanding the encumbrance of caring for another human life. “The show is a ratings boom for the network and the young women have become stars, earning six figure incomes and gracing the cover of tabloids,” says Juju Chang in the article “Pregnancy Pressure:...
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...the novel Peak had a survival mentality which includes anger and selfishness. By the end of the book Peak grew into a compassionate, empathetic person and put others before himself. He was less than 30 feet away from a life full of fame, endorsements, and money and he gave it all up for Sun-Jo who needed it more than him. In the city that Spider-Man lives in, he stops crime and saves lives every single day, and he continuously doesn’t take the credit and fame and keeps his identity, even though he would be a celebrity if he exposed himself. The quote on my shoe will be, "The only thing you'll find on the summit of Mount Everest is a divine view. The things that really matter lie far below." Peak realized that human compassion and self-sacrifice are more important than fame and fortune. In a moment of clarity, Peak made the daring, but right decision to give it all to Sun-Jo who was in a position of need and poverty. Earlier in the novel, Sun-jo sacrificed his education just so his sisters could get one. Once again, Spider-Man does this kind of thing all the time, sacrificing his life for others, for the greater good. Every day Spider-Man does daring things that no one else would, for people that he doesn't even know. To conclude my essay, Peak wears a green mountain climbing shoe because of the incredibly generous sacrifices he made for the greater good of others, exactly like...
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...Alesia Hairston 9-22-10 MGT 419 Exploratory Essay I found this essay interesting from the beginning because it gave me a lot of insight on how the whole Nike incident began and how it ended. It made me feel sorry for the Nike Corporation at first but when all the details unfolded I started to look at the situation in a totally different light. Jonah Paretti started off the case by trying to order a pair of customized Nikes that he wanted to order from Nike id. What he wanted on the shoe is the word "sweatshop." Nike ultimately denied his request because it represented inappropriate slang. He replied to the Nike Corporation by saying he wanted to put a picture of the 10 year old Vietnamese girl who makes his shoes on the shoe. Paretti never received a response. Before Nike could blink an eye the situation turned into a public affair that would get many colleges and Universities involved. By now the Nike product has become synonymous with slave wages, forced overtime, and arbitrary abuse. An even celebrity like Kathy Lee Gifford was shocked when she found out her clothing line was participating in sweatshops to produce these clothes. Whether or not these accusations were true the turmoil with Nike and their usage of sweat shops for the production of their shoes had begun. Nike was founded by Philip Knight in1964. By 1980, eight years after the company was founded Nike became the largest athletic...
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...CONTENTS Table of Contents Page 2 Executive Summary Page 3 1 Introduction Page 4 2 Economic Environment Page 5 3 Cultural Environment Page 7 4 Political Environment Page 9 5 Conclusion Page 11 6 References Page 12 EXECUTIVE SUMMARY The following essay interrogates Nike, Inc., in the Indian market. The context of the paper lies within the framework of an environmental analysis for the groundwork of a future marketing plan. The central argument is that; (A) the economic environment offers an overall attractive outlook, (B) the cultural environment requires Nike, Inc., to change their core product portfolio while continuously learning to customize and localise to the needs of the Indian consumer, (C) The political environment does not have a substantial risk impact in both its historical and current outlook, and the government is heavily involved in reforms that promote foreign direct investment. The extent of the analysis highlights relevant international marketing issues that Nike, Inc., faces in India in the context of country attractiveness, market segmentation, market positioning, and the marketing strategy in the context of the four P’s. 1 INTRODUCTION The aim of this essay is to select a consumer product and country market and undertake an in-depth and extensive environmental analysis as groundwork for a marketing plan. The selected consumer product will be sports apparel by Nike, Inc., while the selected target market is India. Currently...
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...Reflection and evaluation of the marketing principles using Toyota’s case study Introduction In this essay, I will reflect on my experience within Principles of Marketing module. To illustrate this I will use feedback obtained from my tutor, the information I have learnt from undergoing my presentation and verbal feedback from other group members. I will then briefly explain what the principles of marketing are and how these principles relate to modern marketing practices. I will address both the negative and positive feedback I received and explain how I will use the feedback to improve on my strengths and mend my weakness so that I may do better in future presentations. My view on the Principles of Marketing During Principles of Marketing module, I learnt that marketing principles is mainly about finding out what the consumer wants and going the extra mile to provide this at a high standard whether it’s goods or service. I understood that there are key elements involved with marketing process; the 4P’s for goods and the 7P’s for services. The 7P’s of the marketing mix are price, place, product, promotion, people, process and physical environment. By understanding, the marketing mix a corporation will have more knowledge about how to plan, distribute and promote their products. Without these fundamental elements, it is unlikely for managers to formulate a feasible marketing plan. For a business to be successful, an appropriate composition of the marketing mix...
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...Should Athletes Be Considered Role Models By Antonio Dean Should athletes be role models? That is the question that is being asked here. The answer can go both ways. There are some people that view them as role models and some that do not. I personally think that it’s the parent or guardian place to be role models for today’s children. Kids this day in age have so much access to so many different things such as the internet and there is hardly anything that you can’t find on television now. There isn’t anything wrong with kids admiring athletes and wanting to be like them. But how often does that child actually see that athlete or famous person that they are admiring, it is very rare. There are a lot of times where those athletes or professionals did not have role models themselves and that is why you see them become famous they do not know how to handle them fame and glory that comes with it. As parents we should do things that help our children grow as a person and be responsible. To take a quote from Charles Barkley, he said (and this is not a direct quote) I am not a role model. I am not paid to be a role model. Parents should be role models. Just because I can dunk a basketball does not mean I should raise your kid. Read more: http://www.city-data.com/forum/sports/738186-should-parents-role-models-athletes.html#ixzz0gCGHSlUw Rather they like it or not athletes are role models especially if they have children of their own. You have athletes that are using performance...
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...|[pic] |Course Syllabus | | |Axia College/College of Humanities | | |HUM/176 Version 3 | | |Media and American Culture | Copyright © 2011, 2010, 2009 by University of Phoenix. All rights reserved. Course Description The course provides an introduction to the most prominent forms of media that influence and impact social, business, political, and popular culture in contemporary America. It explores the unique aspects of each medium as well as interactions across various media that combine to create rich environments for information sharing, entertainment, business, and social interaction in the U.S. and around the world. Policies Students will be held responsible for understanding and adhering to all policies contained within the following two documents: • University policies: You must be logged into the student website to view this document. • Instructor policies: This document is posted in the Course Materials forum. University policies are subject to change. Be sure to read the...
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...Every single person’s life revolves around a brand of different cloths, cars, watches and different smart phones. To look at time teenagers usually have a look in their iPhone or smartphones but most of the people might prefer having watches on their wrist. Rolex is currently leading the watches manufacturing industry and have large retailers. The aim I have selected Rolex, I wanted to analyse a “great” company that has been in the industry around for 90 years to proof that the company has been coming under the category of a “Good to Great” company. With this thought in mind, this essay will be explaining how Rolex went from good to great and explaining the concept of Jim Collins which he has explained in his book in detail. Mr Hans Wilsdrof...
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