Abstract Celebrities are often used by advertising agencies to endorse their products in an attempt to persuade the consumer to purchase their products. This paper discusses how celebrity endorsements tend to have an effect on consumers. Consumer Marketing Introduction Advertising obviously plays an essential role in the success or failure of a product. In some cases, using celebrity endorsers to promote products has been quite an effective campaign strategy for advertisers. Celebrity endorsed
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succession of affective strategies, allowing it to capture 60% of the motorcycle market and subsequently became the market leader in the late 1950s. In the early years, the company attracted customers and established brand credibility by utilising the ‘victorious’ and ‘sporting’ brand image of one of its founders, Walter Davidson. The company understood its customers need for a product that can be fixed at home and therefore, was able to fulfil this need with its pioneered V-twin engine innovation. In
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particular brand of product. Advertising is principally a tool of brand competition and it is a brand competition that puts consumers in charge and renders businesses entirely vulnerable to the consumer’s preferences. Thus to stand in the competition, the upsurge of celebrities endorsing brands has been steadily increasing over the past few decades. Marketers acknowledge the power of celebrity in influencing consumer’s purchase decision. Millions of dollars are spent as the celebrity endorsement can bestow
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Canada. Most Lady Footlocker locations boast an average retail space of 2200 square feet. Lady Footlocker prided itself on providing the best in woman-to-woman service and product selection. BACKGROUND OF THE PROBLEM Lady Footlocker is brand of Foot Locker, Inc. to meet women’s consumer’s needs in athletic footwear and apparel. Foot Locker, Inc. is an American sportswear and footwear retailer, with its headquarters in Midtown Manhattan, New York City, and operating in approximately 20
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advertises through newspapers, television and radio. These mediums of advertising are believed to be very effective and able to convince the viewer to buy their cars. The advertisement of Honda could be seen easily and reached to every class of people. The images used by Honda in the advertisement are always attractive and eye-catchy. It is very successful as consumers are usually influenced easily by virtual affect. They would be convinced by the advertisement, perceiving the car is as good as the advertisement
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rajeev@gmail.com marketing objectives. It is a cost effective means of gaining global media exposure with unlimited viewer impressions also it is a unique way to familiarize consumer with brand and product lines and connect to customers with the added benefit of association with blockbuster film, hit TV show, and/or celebrity. The advertising and marketing industry worldwide is in the throes of a serious problem. It is becoming increasingly difficult to grab eyeballs and break through the clutter. The average
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In recent years a lot of research is done on Brand/Product placement in Bollywood films by marketers and advertisers so as to understand the concept and strategies of brand placement in movies. Although not many academic researches can be seen in the field of product placement in Bollywood, the practical usage of the practice of Brand Placement has grown significantly. Lehu in his work defines, “The expression ‘Product Placement' or, ‘Brand Placement' essentially describes the location, or more accurately
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The Efficacy of Celebrity Endorsements for Charitable Causes: An Experiment on Consumers’ Purchase Intentions Toward Charity-linked Products Celebrity endorsement has been a prominent practice in marketing for years (Money, Shimp, & Sakano, 2006). Approximately twenty percent of all advertisements worldwide use celebrity endorsements (Shimp & Andrews, 2013). In the United States alone, the use of celebrity endorsers in advertisements has increased from 10 percent to 25 percent over the last decade
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at home, hence focusing more on how social media shapes an individuals’ perceptions of themselves and others. I gathered academic books I have in the areas of Sociology and searched for particular chapters addressing social media and its cultural impacts on society. I was able to apply this information to my report as one of the books specifically had an entire chapters on digital sociology, media and popular culture which could relate to the approach
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these key contributors by assessing the elements in which my advertisement would have an affect on. These elements include profit, sales, footfall and conversion. My piece of external communication is a recruitment advertisement, which will have an impact on Mulberry’s key contributors. When considering my methodology, I considered
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