The paper focused on the case of Kate Moss and the Topshop as an excellent example of the positive impacts of celebrity endorsements, and thus come to an understanding of the power and influences that celebrities have over the common people proving beneficial for strategic marketing of products. …
Download file to see previous pages...
s, and thus come to an understanding of the power and influences that celebrities have over the common people proving beneficial for strategic marketing of products. A comparison of the Topshop with other brands like Rimmel London and L’Oreal also proved significant in learning how a celebrity endorsement works. Table of Contents Serial No. Topic Page No. 1. Introduction 12 1.1. Overview on an Academic Context 12 1.2. Aims and Objectives 14 1.2.1. Objectives 14 2. Literature Review 16 2.1. Strategic Management 16 2.2. Celebrity Endorsement: The Meaning 16 2.3. The Effective Features of Celebrities Affecting the Endorsements of Products 16 2.4. The Increasing Use of Celebrity 17 2.5. Importance of Product Endorsement 17 2.6. Benefits of Celebrity Product Endorsements 18 2.7. Celebrities Endorsing More Than a Single Product 19 2.8. Celebrity Endorsements: The Use and the Importance Combined 20 2.9. Celebrity Endorsements and Ethnicity 21 2.10. Celebrity Endorsements and the Success of a Company 22 2.11. Literature Study: A Brief View 25 3. Research Methodology 27 3.1. Introduction 28 3.2. Aims 28 3.3. Objectives 29 3.4. Research Philosophy 29 3.4.1. The Types of Philosophies Available for Research Study 29 3.4.2. Determining a Research Philosophy for the Study 30 3.5. Research Approach and Technique 31 3.5.1. Approach Based on Hypothesis 31 3.5.2. Nature of the Study: Meaning and Relevance in the Particular Study 31 3.6. Sources and Collection of Data 32 3.6.1. Understanding the Types of Data 32 3.6.2. Choosing the Appropriate Technique for Selection of Data 32 3.7. Ethics 34 3.7.1. The Need for Maintaining Ethics in the Study 34 3.7.2. Ethical Considerations for the Particular Study 34 3.8. Credibility and Verification 35 3.9. Research Limitations 36 4. Findings:...
This essay discusses that when a marketing plan is decided by an organization, it is always best supported by the strategies that the management of the organization follows. A strategic marketing plan focuses on making use of the finest measures available to successfully implement their marketing of products or services. Thus companies tend to use innovative measures to gain competitive advantage over their competitors. Particularly, in the present times of huge competition, it is highly essential that companies bring out such strategies in their marketing policies that can attract greater number of customers against the competitive companies. Thus an effective strategy for the purpose of “long term development” becomes significant for any company planning to market its products. Strategic marketing can thus be understood to be an essential part and a significant role that the marketing team of any company needs to focus upon in order to achieve the goals of sales and promotion. Through a planning of strategic marketing, those marketing policies are tried to be determined that the customers have in their preferences and acceptance. It includes utilizing the available resources of the organization as well as involving such individuals who would be able to create a position of the product in the minds of the consumers affecting the sale of the products positively. Sales promotion and advertising are highly essential parts of strategic marketing since these enhance the chances of the products being noticed by the consumers more than otherwise.
...Download file to see next pagesRead More
Cite this document
(“Celebrity Endorsements in U.K. Retailing: The Case of Kate Moss Dissertation”, n.d.)
Retrieved from https://studentshare.org/business/1394783-strategic-marketing
(Celebrity Endorsements in U.K. Retailing: The Case of Kate Moss Dissertation)
“Celebrity Endorsements in U.K. Retailing: The Case of Kate Moss Dissertation”, n.d. https://studentshare.org/business/1394783-strategic-marketing.
Individuals from fields such as entertainment, sports, cuisine, business and politics you used by advertisers to endorse products. However, there have been recent concerns raised when companies have been cutting endorsement budgets and dropping endorsers.
The impact of fame can both be beneficial and disadvantageous. To some extent, it can provide the much needed exposure to any activity, artwork, movie, song, or political cause. In other instances, fame can also have disastrous consequences, both in the physical and the psychological sense.
How high street are picking up on trends as fast as mainstream designers through advertising and celebrity endorsements. In today’s fashion industry brand managers have had to explore many new boundaries in terms of their advertising. Giving a brand a ‘face’ is more than just a marketing strategy to increase sales or gain market share, it is a decision which can change the future of the brand forever.
Celebrity Endorsement Exploring the contribution of celebrity endorsement to achieving marketing communications objectives in the retail clothing industry: a case study on Topshop.
Over much of the past decade and the half century prior to it, advertisers have been using celebrities to endorse their products, beginning with endorsements by Marilyn Monroe and Marlene Dietrich to the latest times.
The interviews were based on a questionnaire which was specifically designed to gauge the expectations and perceptions of consumers with regard to celebrity endorsements. The design of the questionnaire ensured that all the key variables which are vital for the study such as, the attitudes of the consumers towards a certain brand; attitudes towards the celebrities endorsing the brand; perception of consumers with regard the brand or product based on its association with a celebrity; the degree to which the consumers' purchase decision were influenced by the association of the celebrity with the said brand, product or service etc were taken into consideration.
Accounting Restatements and Institutional Ownership: The Case of the UK 2.0 Introduction Evidences have revealed that the instances of accounting restatements have increased considerably since the past years. The numbers of companies filing restatements with SEC (Securities and Exchange Commission) reached 25000 during the year 2005 and the initial nine months of the year 2006 which was evidently a record increase in the accounting history (Turner & Weirich, 2006).
It is sports. According to the theoretical findings of Bush, et al (2004), sports is a form of physical activity which is competitive in nature, which requires organised participation of a number of individuals, or even the synchronized coordination of mind and action of an individual, that uses the physical as well as mental strength and improvises them while resulting in the recreation of the ones who are playing and even for those who forms the spectators of the game.
This study observes whether customers understand that celebrity endorser are fond of the commodities they approve and presents a form using these and other features of the endorser to foresee thoughts toward the endorsed creation. The way of feelings towards the advertisement the endorser and the good were also considered.
However, whether advertising is truly an art form does not matter now as it cannot be denied that it is a booming industry and a force to be reckoned with when it comes to consumerism—as can be seen in its considerable contribution to the economic growth of
A correlation analysis between the independent and the dependent variables established that celebrity attributes like attractiveness and likeability lead to better ad viewership, trustworthiness is linked with the better brand image, and product-celebrity match, as well as credibility, is correlated highly with the purchase intentions.
81 Pages(20250 words)Dissertation
GOT A TRICKY QUESTION? RECEIVE AN ANSWER FROM STUDENTS LIKE YOU!
Let us find you another Dissertation on topic Celebrity Endorsements in U.K. Retailing: The Case of Kate Moss for FREE!