...| 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 hopes that it will have positive impact and drive up sales. Advertisers believe that the use of a celebrity affects advertising effectiveness, brand recall and recognition, as well as purchase intentions and follow-through (Spryet al., 2011). Celebrity can be used for endorsements in four ways. They...
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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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...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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...INTRODUCTION: As we look into a comparative analysis between Animated advertisements and celebrity advertisement wherein first lets discuss about what actually both are .As we all know that celebrity endorsements are very popular and persuasive as per advertisers but now when graphics industry is on boom and where maximum movies and advertisements are adapting technology in order to persuade customers we will trying to find out that what actually changed after technological changes .Through this research paper we are trying to find out that weather animated advertisement are more influencing or its still the celebrity endorsement gaining the preference. Celebrity ,is a person who has distinct image in society it could be an actor ,actress, sportsmen politician etc.However its their skills ,attitude and attribute in order to convince prospects to buy the product .There are number of well known example of celebrity endorsement such as ,lux by sharukh khan,Suzuki hayate by Salman Khan ,bournvita by sachin tendulkar,revital,navratan ,horlicks ,airtel etc are few good examples of celebrity endorsements.Endorsements is a brand communication in which a celeb act as a spokesperson for a brand ,in such a competitive atmosphere celeb ads. Are considered to be distinct differentiation . Animated advertisement is not a new technique but it gradually affected the way and trend of selling a good earlier it was pretended that when a person goes low with the budget...
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...Project Report on Impact of celebrity Endorsement on Consumer Buying Behavior Subject: Consumer Behavior Submitted to: Prof. Kunal Mankodi 2013 Amrut Mody School of Management 10/5/2013 Submitted By: Shivam Bhatt: A 02 Maitree Patel B 35 Krupa Raval B 44 Pramoda Tadvi B 66 Table of Contents Problem Statement: 3 Objectives: 3 Research Design: 4 Qualitative Research Analysis 5 Conclusion 11 Problem Statement: To study whether the celebrity endorsements carry any direct or indirect effect on the purchasing behaviour of the consumer. Objectives: * To identify how is celebrity endorsed advertisement perceived. * To explore customer perception towards Brand Ambassadors promoting specific product or services. * To find which type of celebrity persona is more effective. * To study the reliability of companies on brand ambassadors for enhancing the sale of their products. * To identify whether the celebrity endorsement actually leads to purchasing. Research Design: Research Design consists of the methodology and procedures used to conduct a particular research. On the basis of the data collected and objectives stated, we need to do exploratory research. Exploratory Research: Exploratory research is conducted for a problem that has not been clearly defined. Here in this project, we are trying to find the impact of the celebrity endorsement; this is the problem statement which tries to gain insights about the same. Sample...
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...ENDORSEMENTS: A CRUSIAL AND CONTROVERSIAL PART IN ADVERTISEMENTS When you go for shopping in a supermarket and you come across many brands of various products. When you see a brand, it immediately reminds you of the celebrity who has endorsed or promoted the brand. For instance, Lux may remind you of Shahrukh Khan, Ashwariya Rai or even Katrina Kaif. The image of the celebrity in the ad leaves a lasting impression on your mind which motivates you to buy the product. Endorsements, by famous celebrities, whose personality matches that of the product help to create certain impressions of that brand on consumers. For eg. Bipasha Basu has an image of fitness freak and hence endorses Sugar Free Natura. Endorsements play an important role in making the advertisement successful. Endorsements of celebrity with great persona attracts customer to buy that product. India is a nation where people easily believe what their favorite celebrities say. And when it comes to celebrities like Amitabh Bachchan and Rajnikant, who people idolize and have a great respect for, any endorsement by them will highly influence consumers and their buying behavior. Even Sachin Tendulkar and Shahrukh Khan have a great fan following. Sachin being a famous sports personality do attract kids and youngsters who are sports enthusiast. Hence being a sports celebrity, an energy drink, Boost is endorsed by Sachin Tendulkar and even another famous cricketer Kapil Dev. Similarly Pepsi and Lays have gain popularity with...
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...The Positive Effects of Basketball Athletes Endorsements by Aristotle Philip Rodriguez Villar October 2015 Chapter 1 The Problem and Its Background Introduction; The use of athletes in advertising campaigns is an ever growing trend. Marketers look for ways to have their products stand out from competing brands. While athletes have been found to endorse both high and low status products, measuring consumers’ attitudes and purchase intentions of these products endorsed by the athletes is important to the success of the product in the marketplace. The success of these endorsed products in the marketplace may also come from star power, which is characterized as unique characteristics possessed by the individual that makes them star worthy.The researcher is familiar with his chosen topic because since he was a little kid he has been a huge fan of basketball and the researcher watched how the basketball industry market and sell their names. He has been updated every releases such as their equipment and other stuff. The researcher preferred this topic because the basketball industry merchandisebecomes one of his collections since he was fond of playing basketball. The researcher findtheir selling items very easy, comfortable, versatile and fashionable to use. For example, a Nike LeBron 12 is very useful in his basketball games and also in fashion sense it is very appealing. One of the most effective and positive associates by transferring different qualities to the product...
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...community. It’s up to parents to lead by example,” says Alexandra Salazar, a pediatric nutritionist at the Children’s Hospital at Montefiore in New York City (Mooney 2011). Children in the United States are eating more and more unhealthy foods due to marketing directed towards kids, ads on television, celebrity endorsements, and food choices at school. Food Marketing to Children Various companies market foods to kids on TV, on the radio, on the web, in magazines. They do this through almost subliminal type marketing where the items are strategically placed to catch a child’s eye, but yet the film, commercials, clothing ads and toy ads aren’t specifically saying to buy this food item. As indicated by "Food Marketing to Children,” sustenance advertising procedures incorporate the utilization of: spokes-characters, superstars, kid's shows, premiums, collectibles, diversions, challenges, kids' clubs, and that's just the beginning. The aggregate sum spent on nourishment advertising to youngsters is about ten billion dollars a year (Center for Science in the Public Interest 2006). Indeed, there is no questioning the way that the objective of nourishment advertising is to impact kids' food decisions. Companies clearly believe that marketing works or they wouldn’t spend billions of dollars a year on it. According to a comprehensive review in 2005 by the National Academies’ Institute of Medicine, studies demonstrate that TV food advertising influences youngsters' nourishment decisions...
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...To Study the Impact of Advertisement on the Brand Preference towards Aerated Drinks ( In Jalandhar City ) Submitted to Lovely Professional University In partial fulfilment of the requirements for the award of degree of MASTER OF BUSINESS ADMINISTRATION Submitted By Group 22 Supervisor Manish Rajput Lecturer LSM Name Mr. Brajdeep Mr. Sayeem Rafiq Mr.Manveer Roll No 40 42 45 Regd. No 10805062 10807184 10804985 DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY PHAGWARA (2010) 1 DECLARATION We, "Brajdeep, Sayeem and Manveer”, hereby declare that the work presented herein is genuine work done originally by us and has not been published or submitted elsewhere for the requirement of a degree programme. Any literature, data or works done by others and cited within this dissertation has been given due acknowledgement and listed in the reference section. Brajdeep (10805062) Sayeem Rafiq (10807184) _______________________ _______________________ Manveer (10804985) _______________________ Date: 03/4/2010 2 TO WHOMSOEVER IT MAY CONCERN This is to certify that the project report titled “Impact Of Advertisement on the Brand Preferences towards Aerated Drinks in Jalandar City carried out by Mr.Brajdeep Singh S/O Shri Jagdev Singh has been accomplished under my guidance & supervision as a duly registered MBA student of the Lovely Professional University, Phagwara. This project is being submitted by him/her in the partial fulfillment...
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...THE IMPACT OF ASAP 18 CELEBRITIES ON PURCHASE DECISION OF THE TEENAGERS Pierre Jaca, Cassandra Soliman, Apryll Vivas San Beda College – College of Arts and Sciences This research aims to provide an answer in understanding the behavior of consumers towards celebrity endorsements. It will give an answer as well as measuring the effectiveness of using celebrity endorsers from the high rating tv program of ABS-CBN, ASAP 18. Does the show, or the artists itself affect consumer’s behavior? Keywords: attention, familiarity, teenagers | | One of the most significant Principle of Marketing is Promotion. It is a means of getting your message out to the public. This is mainly done through Advertising in the form of radio, newspapers, magazines, billboards, television, on line promotions and moving media such as vehicles and agents. Among all these forms, the best and prevalent way of Advertising a product or a service is through the Television. It is said to be the most expensive yet most effective way of introducing the product in the market place to be known by the people. With Television, anyone who will be viewers of a TV channel can see and notice the product get endorsed. Moreover, certain high rating program affects product familiarity to viewers and customers because it is associated with appealing celebrities which can induce its desirability to the market place. It is said that: Advertising needs to stop consumers and hold their attention in likable ways: “Where...
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...What factors drive the sales of deodorant? Submitted by Group 5, Section 4 Namrata Raina FT154006 Siddhant Parnaik FT154011 Aparajita Mukherjee FT154016 Navendu Vimal FT154021 Ashwin Narayanan FT154027 Rohit Kashyap FT154034 Yogesh S FT154035 Ritesh Sharma FT154105 What factors drive the sales of deodorant? Submitted by Group 5, Section 4 Namrata Raina FT154006 Siddhant Parnaik FT154011 Aparajita Mukherjee FT154016 Navendu Vimal FT154021 Ashwin Narayanan FT154027 Rohit Kashyap FT154034 Yogesh S FT154035 Ritesh Sharma FT154105 INTERIM PROJECT REPORT MARKETING RESEARCH INTERIM PROJECT REPORT MARKETING RESEARCH CONTENT 1. Introduction 2 2. Literature Review 3 3. Qualitative Research 4 In-depth Interview / Laddering 4 Netnography 4 Findings 4 4. Hypothesis formulation 6 5. Questionnaire 7 1. INTRODUCTION Traditionally antiperspirant/deodorants have been used to reduce underarm wetness and control body odour. They are made by blending active ingredients with waxes, oils, and silicones and moulding the mixture into stick form. Body odour is essentially produced under the arms where there is a high concentration of sweat glands. While sweat from these glands is initially odourless, it contains natural oils (also known as lipids) that provide a growth medium for bacteria living on the skin. These bacteria interact with the lipids, converting them into compounds that...
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...period.(2008,pg.39) Mission Statement The mission of Burberry is to meet customers’ needs and tastes by continuously providing high quality and fashionable products. In addition, the vision is to be the first company to be fully digital and partnering with sales force to build the social enterprise for customers to have full access to Burberry across to any device. (Burberry, 2014 online) Marketing Innovation Extended luxury leadership position in social media and improved Burberry site online. In addition transformation of fashion shows in many countries. Competitor Analysis Competitor Market Strategy Tarket market Strength Weakness Ralph Lauren Magazines,Lower pricing Middle& upper segment, youth Multiplex brand Lack of first rate design Gucci Limited quantity, endorsement, expensive Middle &upper class, hip Established brand image & international presence Instability in management &fashion base Prada Exclusivity, product differentiation, pioneers Middle & upper segment, fashion High prices, brand loyalty, brand quality High prices, availability Value Chain Analysis Primary activities –Outbound logistics: shops, online, joint ventures. –Inbound logistics Secondary activities – Firm’s infrastructure – technology development – Human resource managment Financial summary Burberry is well positioned with opportunity by channel, region and product. Strong...
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...Marketing Theory and Practice, Vol. 9, No. 4 (Fall, 2001), pp. 27-36 This study can basically inform RO 3a) i.e. contribution of celebrity endorsements to materialistic values. Introduction: The article takes a look at how role models impact adolescents’ market place knowledge. It includes teachers and parents as direct role models and entertainers and athletes as vicarious role models. The study gauges that athletes and fathers have the greatest impact on adolescents where materialism is concerned. Literature Review: Researching current literature we can see that consumers learn or model behaviors, values, attitudes, and skills through the observation of other individuals, or through observations of electronic or print media (Bandura 1977). Thus, social values of youth are shaped at their foundation by role models, one of the most influential of which are celebrity endorsers, particularly athletes. Moschias (1985) contends that it is during adolescence that consumers develop their buying patterns that generally continue well into later life. Therefore, this is a particularly essential time for companies to target consumers as it can lead to the generation of an exceedingly loyal consumer base. Ward (1974) also postulates that a process of consumer socialization is influenced by environmental factors including parents, teachers and celebrity endorsers, “each of which can play an integral role in helping an adolescent develop consumption behaviors, attitudes, knowledge...
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...What is Teen Dating Violence? Teen Dating Violence (TDV) is described as the physical, emotional, or sexual abuse that occurs within a relationship while dating. TDV can occur in person, or electronically by a current or former partner (CDC, 2014). Many adolescents and adults are unaware of the prevalence of TDV but a recent national study revealed that nearly 10% of adolescents have reported being hit, slapped, or intentionally physically hurt by someone they had claimed to be dating (CDC, 2014). About 20% of adult women who reported experiencing some form of intimate partner violence (IPV) also reported experiencing TDV between the ages of 11-17 (CDC, 2014). Also, black students experience TDV (14%) at a significantly higher rate than their white peers (8.9%) (Rothman, 2013). TDV is a very important issue to address because as teens mature mentally and emotionally, they are heavily influenced by previous relational experiences. If they do not cultivate positive, healthy relationships, TDV can be a dangerous precursor to experiencing IPV as adults. Victims of TDV are more likely to do poorly in school, binge drink, commit suicide, and engage in physical altercations (CDC, 2014). There are several risk factors involved with TDV. There is an increased risk for toxic relationships for teens who believe that physical violence is a constructive way to express anger in a relationship, use alcohol or drugs, have violent friends, have multiple sex partners, are depressed or anxious...
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...Journal of Consumer Research, Inc. Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process Author(s): Grant McCracken Reviewed work(s): Source: Journal of Consumer Research, Vol. 16, No. 3 (Dec., 1989), pp. 310-321 Published by: The University of Chicago Press Stable URL: http://www.jstor.org/stable/2489512 . Accessed: 12/02/2012 13:26 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . http://www.jstor.org/page/info/about/policies/terms.jsp JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org. The University of Chicago Press and Journal of Consumer Research, Inc. are collaborating with JSTOR to digitize, preserve and extend access to Journal of Consumer Research. http://www.jstor.org Who Is the Celebrity of Endorser? Cultural Process Foundations the Endorsement GRANT McCRACKEN* This article offers a new approach to celebrity endorsement. Previous explanations, especially the source credibility and source attractiveness models are criticized, and an alternative meaning transfer model is proposed. According to this model, celebrities' effectiveness as endorsers stems from the cultural...
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