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Essay

Celebrity Endorsement Marketing Campaigns

Essay specific features

 

Issue:

Business

 

Written by:

Joe C

 

Date added:

December 27, 2016

 

Level:

University

 

Grade:

B

 

No of pages / words:

6 / 1465

 

Was viewed:

3162 times

 

Rating of current essay:

 
Essay content:

According to Solomon (2002), the reasons for using celebrity endorsement involves its potential to create awareness, positive feelings towards their advertising and brand. Research has shown that celebrity endorsement can have an impact on the consumer’s attention, recall, evaluations and purchase intentions (Atkin and Block, 1993), Celebrity endorsement is a widely used tactic in marketing and much research as been done on the selection and effects of celebrity endorsement...
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Companies should use celebrities to endorse their products as a form of marketing to assist companies in advertising to consumers.. Celebrity endorsement is today more and more viewed as an integral part in an integrated marketing communication strategy. Hamish Pringle (2004) argues that there are 3 macro factors in the market today that largely influence the reason why celebrity endorsement can be a valid strategy: (1) increasing opportunity for activity between brands and their customers; (2) era of consent referring to the situation we have today where the consumer has more control over the messages they receive (television, computers, web access); (3) increasing media and commercial clutter...
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General issues of this essay:
Brands Are Continually Changing, But In Certain Cases They Need To Shift Radically To Gain Back Their Customers Celebrity Endorsement Marketing Campaigns Celebrity Endorsement Celebrity endorsements of high involvement brands evoke cognitive evaluations that can erode brand equity and affect celebrity credibility Consumer Behaviour Short Report - Selective Attention & How It Affects Consumers Kao Brands Global Marketing Project Marketing to Children Consumers The Pinocchio Factor In Consumer Attitudes Towards Celebrity Endorsement: Celebrity Endorsement, The Reebok Brand, And An Examination Of A Recent Campaign Unilever shakes up brands marketing Why Do Consumers Like To Engage In Conspicuous Consumption? What Are The Marketing Implications? Celebrity Endorsement “recen Court Rulings In The United States And Australia Will Spell The Demise Of P2p Websites, Making The Online Piracy Of Music, Movies And Tv Shows More Difficult To Achieve. Discuss This Statement Critically, Paying Special Attention To The F... CELEBRITY ENDORSEMENT Celebrity endorsement are a waste of money How the Marketing World Negatively Affects Consumers through Advertisement
 

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