...FOR HUM 3 Proposed title: The 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: ...
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...Mc-Donald Vs Domino’s - Comparative Analysis Determinant Of Choosing Fast Food Restaurant And Their Service Quality BY:- ANUJ CHAUHAN (FINANCE + MARKETING) ITM UNIVERSITY, SITHOLI, GWALIOR ABSTRACT SERVICE QUALITY Parasuraman et al. (1988) introduced a 22-item scale, called SERVQUAL, for measuring service quality, the model has been widely adopted across industries. The scale was tested in 4 service settings different from those of the original test: a dental school patient clinic, a business school placement center, a tire store, and an acute care hospital. In service industries, customer satisfaction is always influenced by the quality of interactions between customers and the personnel involved in the contact services (1994). In the last decade, the movement towards quality had started to spread from the manufacturing sector to the service sector. The shift of focus to quality is basic for the service business to survive the competition, get acceptance from society, and be able to achieve its missions. In principle, the two main things closely related to services are expected quality and experienced or perceived quality. The first is the customers' expectations of service quality and the latter is the customers' perceptions of service quality. The customers will always assess the services they experienced by comparing them with whatever they expected or wished to receive. Services are behavioral rather than physical entities and have been described...
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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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...one day be on TV, or get noticed by people, so they think bleaching their skin or lighter skin, is much, much better than dark skin. (Duke and Chansin) The issue being described is not only present among those belonging to African-American community (Herring 3), but the Filipino, and general Asian community as well (Dychiu 87). Given this, mass media should use its influence to help lessen instead of perpetuate occurrences of colorism in Philippine society. In order to have a clearer understanding of mass media, it must first be defined. By definition, a medium is a form of disemminating knowledge, and a mass is a large amount of people. Put together, mass media is a term that covers different forms of communicating knowledge and information to a multitude of people (Livesey n.p). There are different forms of mass media, ranging from print, to broadcast, to internet advertising and outdoor or mural media. Print media covers newspapers, magazines and journals, while broadcast media consists of television and the radio. Internet advertising media covers social networking sites and world wide web pages, while on the other hand, outdoor...
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...A Study on How Celebrity Endorsers of Bench and Penshoppe Affect the Buying Behavior of Assumption Communication Students A Thesis Presented to The Department of Communication Assumption College In Partial Fulfillment of the Requirement For the Degree of Bachelor of Communication Major in Advertising Stephanie Rae D. Galeos Rameya Christelle C. Ramoso February 18, 2013 Chapter 1 The Problem and the Review of Related Literature Background of the Study Advertising is predominant to everyone. People are bombarded with advertisements. They rely on it; it makes their lives easier. Easier because they can get information from all the types of advertisements they see and hear everyday – print, billboards, online, television, radio, etc. Advertising can be perceived as an answer to one’s needs (basic and daily necessities) and wants (what they buy, but they do not need). Each of us is different, so we all have our perceptions toward a brand/product or other advertisements we see or hear. However, companies still look for the real reason why consumers buy, what they buy, and when they buy. This is because it will help them know what brand/product or service to offer in order to satisfy them, and possibly maybe, let them become loyal buyers/users. Consumers buy as they aim to satisfy their needs and wants. Consumer needs are their basic and daily necessities, while wants are the things they buy, but they do not really need, those which will improve/enhance...
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...audience in a global scale. Connecting people from around the world, this has been the most effective way of communicating and sending a message to the people. And mass media led companies and alike to have a new way of reaching their prospects and consumers through advertisements. Advertisements of products on radio, television, billboards and others alike have been around for more than 300 years. And as we fast forward in time, it has evolved from simple and in-your-face commercials to the lavish and extravagant advertisements seen and heard by us. And other companies let the celebrities do the talking. Sports icons, movie stars and musicians, to name a few, are used to endorse a company’s product or service. It has been a trend for the companies, small and big, old and new, to have a “face” that can carry the name of the product or service they will provide to their customers. Having a celebrity endorser to a company comes with a very big price, literally. They...
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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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...THE CINEMATIC REVOLUTION: AN ANALYSIS ON THE BOX OFFICE HIT FILM “HENERAL LUNA” AS PERCEIVED BY SELECTED: FILM EXPERTS, MARKETING EXPERTS, HISTORIANS AND MASS COMMUNICATION STUDENTS A Thesis Presented to the Faculty of the College of Arts and Letters Bulacan State University In Partial Fulfillment Of the Requirements for the Degree of Bachelor of Arts in Mass Communication Major in Broadcasting by Adolfo, Jasmine Faye M. Añonuevo, Sabbyna R. Cara, Angelica P. Paguiligan, Noemi D. BAMC 4B Mr. Regemrei P. Bernardo MARCH 2016 Chapter I The Problem and Its Setting INTRODUCTION A film is a characterization of diverse emotions and motions of a society (Santillan, 1998, 155, as cited in Campomanes, 2015). As disciplines and fields of knowledge, History and Film differ from their own characteristics and potencies however as in the teaching of history, there are times when their relationship is evident. According to CCP (1994) historical films are “films based on biographies and events in the distant past.” Following this definition, it has been said that there are two kinds of historical films, one that uses history only as a context and the latter that attempts to directly represent a historical period, place or personality. (Navarro 2008, 134 as cited in Campomanes, 2015) The amount of information we gain from a book can hardly be equaled to the ones we gain in a film for the reason that a film is limited with its running time. Although with...
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...hearts and minds of the Filipino consumers” With these simple words, Roland Hortaleza, Chairman and CEO of Splash Holdings, provides some key insights into how he views his company’s place in the highly competitive cosmetics and toiletries market in the Philippines. An underdog success story in the truest sense of the word, the rise of the Hortaleza family from their humble beginnings as civil servants, to the pioneers of the “next Unilever”, the story of Splash Corporation is an informative model for those who wish to study the marketing strategies that drive successful startups in competitive markets. Several years removed from its creation, Splash finds itself facing challenges that are quite different from those that it faced at the time of its inception. In many ways, the underdog mentality that so successfully fuelled Hortaleza’s initial strategies is now obsolete. Splash finds itself in something of an inconvenient middle-ground, competing for market share against emerging low-cost alternatives and fighting the big-budget multinationals that continue to dwarf the scope of Splash’s product lines and thee depth of its marketing budgets. The following case analysis looks at Splash’s current position in the Philippines cosmetics and toiletries industry, and attempts to draw conclusions on future opportunities and points of leverage for Splash’s continued expansion and growth. Building on these points, this discussion will propose specific recommendations for selected products...
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...make it to the top of the list of items most bought by the average consumer. Why is this, exactly? Well, for one thing, sodas are delicious. They stand between liquor and juice. Those who are too young to drink beer but think fruit juice is too juvenile can order sodas. Those too old and are putting their health at risk by drinking hard drinks can enjoy soft drinks and no one would think any less of them. In short, sodas have a mass appeal. They carry an image with them; an image of a person with a comfortable lifestyle. This essay will take a look at the company Pepsi Cola. For a better understanding of the subject company, this paper will delve into a brief history of the Pepsi Company’s growth over the years and the effects of competition on Pepsi’s strategies in the international and domestic market. This essay will attempt to discuss the effectiveness of Pepsi’s marketing strategies and its results. Body Pepsi was one of several other brands that got their start in the late 1800s. A North Carolina pharmacist named Caleb Bradham invented "Brad's Drink" in 1893, which was later renamed Pepsi-Cola. Pepsi’s early growth was less significant than that of Coke's, and its real strength as a competitor to Coke began after Alfred Steele became CEO in 1950, a time when Pepsi was nearly bankrupt. Steele was expected to liquidate the Pepsi-Cola Co. Instead, he made it his goal to "beat Coke" (Wolburg, 2003). Pepsi Cola has taken part of that appeal...
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...dissect the tennis shoe industry, while inspecting the huge number of reasonable assembling alternatives, and scrutinizing their current assembling structure. Nike presently delights in a 47% piece of the overall industry of the local footwear industry, with offers of $3.77 billion. Nike has been assembling all through the Asian district in excess of twenty-five years, and there are in excess of 500,000 individuals today straightforwardly occupied with the creation of their items. They use an outsourcing technique, utilizing just subcontractors all through the globe. Their dominant part of their yield today is created in manufacturing plants in China, Indonesia, and Vietnam, however they likewise have industrial facilities in Italy, the Philippines, Taiwan, and South Korea. These manufacturing plants are 100% possessed by subcontractors, with the dominant part of their yield comprising singularly of Nike items. Nonetheless, Nike does utilize groups of four ostracizes for each of the huge three nations (China, Indonesia, Vietnam), that concentrate on both nature of item and nature of working conditions, going to the plants week by week. They likewise created their implicit rules in 1992 and have executed it over the globe, as its objective is to situate the standard for subcontractors to take after in the event that they wish to work with Nike. Notwithstanding, because of an assembling...
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...Milk to the market. Since then the company became the number one brand and continued to expand its reach into other segments of the industry. In 1976, Alaska Milk Corporation became widely known as it launched its advertising strategies which featured the “One-on-One” campaign where the famous line “wala pa rin tatalo sa Alaska” originated, making its way into every Filipino household all over the country. The company then continued to use well-loved by Filipino sports to widen its market reach and won the various advertising excellence awards in 1977. In 1982, the company decided to revamp their packaging and developed advertising campaigns to “encourage use of Alaska liquid mild in food preparations”. Not long after, Alaska Milk Corporation expanded its product portfolio line and added the powdered filled milk in 1985 then the Alaska Choco brand in 1987. Aside from that, strong marketing initiatives were also launched in 1986 when it fully invested into sports and partnered with the “Sprint Queen”, Lydia de Vega, as the ambassador for the brand. Also in the same year, the company acquired a franchise in the Philippine Basketball Association which also helped establish the company’s equity in the Filipino market. Since then, the company revolved its advertising campaigns around sports and launched the “Galing mo, Mom” campaign, a public service movement which helped promote good values among Filipino children through basketball, and introduced the Power Camp – a development...
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...Bulacan State University College of Architecture and Fine Arts Malolos, Bulacan. THESIS PROPOSAL Kamayan sa Villiares (food and restaurant) In Particular Fulfilment of the Requirements for the Degree of Bachelor of Fine Arts Major in Visual Communication Submitted by: By: Regienald S.D Bairan CHAPTER 1 INTRODUCTION Advertising is how a company encourages people to buy their products, services or ideas. An advertisement or Ad is anything that draws good attention towards these things. It is usually designed by an identified sponsor, and performed through a variety of media. The critical part of making an advertising campaign is determining a campaign theme as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. The campaign themes are usually developed with the intention of being used for a substantial period but many of them are short lived due to factors such as being ineffective or market conditions and/or competition in the marketplace and marketing mix. RESTAURANT Is a business which prepares and serves food and drink to customers in return for money, either paid before the meal, after the meal, or with a running tab. Meals are generally served and eaten on premises, but many restaurants also offer take-out and food delivery services. Restaurants vary greatly in appearance and offerings, including a...
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...**** Sustainability Plan for Water & Energy Consumption for Marriott Introduction You are to write this assignment from the point of view of the company’s new CSR Manager so you should use this section to introduce yourself to company executives and stakeholders and that this document is the company’s approved 2017 CSR Plan. Let’s assume that I am another company executive, an insider, and will be receiving your plan. You will want to write this in a professional way, directed to insiders that know the company well, in a manner that is very convincing and compels us all to work together towards our goals. Marriott Hotels Use this area to talk about your global hospitality or tourism company’s mission, vision, goals, purpose, values or credo which will provide the strategic foundation for our CSR plan. Provide any additional background information about the organization that you think important to the CSR plan that will be pertinent to our understanding of why you selected each of your methods below. You do not need to repeat background information about the company that insiders likely already know, such as how big the company is, or what countries it operates in, unless you want to use that to make a specific point. For example if it’s a large, worldwide company taking on a large, worldwide cause, you might want to state that congruence as a reason for your strategy. This will be the SAME company that you profiled in your Case Study assignment but this time...
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...prostitutes could be independent and sometimes influential women. They were required to wear distinctive dresses and had to pay taxes. 2. Origin: In ancient days, prostitutes were often foreign slaves, captured, purchased, or raised for that purpose, sometimes by large-scale “prostitute farmers” who took abandoned children. Indeed, abandoned children were almost always raised as prostitutes. In the early 17th century, there was widespread male and female prostitution throughout the cities of Kyoto, Edo, and Osaka, Japan. To entertain their clients, prostitutes practiced the arts of dance, music, poetry, and calligraphy as well as sexual services, and an educated wit was considered essential for sophisticated conversation. Many became celebrities of their times outside the pleasure districts. Their art and fashions often set trends among wealthy women. Soon, peoples’ attitudes seemed to have begun to harden against prostitution. In...
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