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Market News

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Issue:

Business

 

Written by:

Leonard A

 

Date added:

March 13, 2016

 

Level:

University

 

Grade:

B

 

No of pages / words:

2 / 298

 

Was viewed:

8210 times

 

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Essay content:

There is the fear of Brand-celebrity disconnect which points out that if the celebrity used represents values that conflict with the brand values, the advertising would create conflict in the minds of the target audience. Clutter in brand endorsements is very prominent and such kind of over-exposure can be bad for the brand as the recall value drops by a huge margin...
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A popular drawback of celebrity endorsement is the 'Vampire Effect' or the celebrity overshadowing the brand. Some viewers forget the brand that a celebrity is approving. Others are so spellbound by the personality of the celebrity that they completely fail to notice the brand being advertised. Two new drawbacks can be seen these days what marketers call Celebrity Trap and Celebrity Credibility...
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