StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

AN INQUIRY INTO THE EFFICIENCY OF CELEBRITY ENDORSEMENT AS A MARKETING COMMUNICATIONS STRATEGY IN MORDERN SOCIETY - Dissertation Example

Comments (0) Cite this document
Summary
An enquiry into the efficiency of celebrity endorsement as a marketing communications strategy in modern society Findings, Analysis and Discussion: As stated in the previous chapter (i.e. Methodology) personal interviews, of a focus group comprising of 10 people, were carried out to collect data…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER97.4% of users find it useful
AN INQUIRY INTO THE EFFICIENCY OF CELEBRITY ENDORSEMENT AS A MARKETING COMMUNICATIONS STRATEGY IN MORDERN SOCIETY
Read TextPreview

Extract of sample "AN INQUIRY INTO THE EFFICIENCY OF CELEBRITY ENDORSEMENT AS A MARKETING COMMUNICATIONS STRATEGY IN MORDERN SOCIETY"

Download file to see previous pages Furthermore, factors such as the gender and age of the focus group were also taken into consideration as it greatly affects the findings of the study. On the basis of this study, it was observed that findings regarding the effect of celebrity endorsements as a marketing communications strategy could be divided into three key areas, namely – the perception of consumers with regard to a particular celebrity and his /her association with a brand / product or service; key factors which must be taken into consideration while choosing a celebrity for endorsing a particular brand or product; and finally develop a strategic model for Data Analysis: In order to measure the attitudes and perception of consumers towards a product celebrity endorsements various variables will be studied such as - their views on the advertisement; perception of the brand based on that advertisement; and the influence on their purchase decision. The differences in their perceptions with regard to the celebrity endorsements will be measured on the basis of their attitudes towards single celebrity ads (i.e. a product endorsed by one celebrity) and multiple celebrity ads (i.e. same product endorsed by multiple celebrities). The data will be then analyzed on the basis of percentage of respondents in accordance with these variables such as gender, age, educational background etc. On the basis of the literature review, and the observations likely to be made on the basis of the personal interviews, it could be stated that the success or failure of any celebrity endorsement is a result of several attributes, which will be presented in the questionnaire. This includes - match between the product and the celebrity endorsing it; the choice of celebrity and the target audience; the popularity of the celebrity; the credibility or image of that celebrity in the industry; the values they endorse; their physical appearances; their appeal i.e. locally as well as globally; the likelihood of the risk of them (celebrities) getting involved in a conflict or a controversy; and the number of brands endorsed by the said celebrity. These attributes play a key role in influencing the consumer’s purchase decision and hence must be taken into consideration by the marketers / organizations prior to associating themselves with a celebrity. This information will be presented in the form of graphs, for better clarification the same is depicted in the figure below: Figure 1: Factors taken into consideration while selecting a celebrity for endorsing a given brand / product: The rating will be shown on the x axis while the attributes will be shown on the Y axis. The numbers 1 to 9 indicate the attributes mentioned above, which are taken into consideration by marketers while endorsing a product. The findings in this chart will be based on the observations made as well as on the findings observed in literature review section. In recent times, the global business has become highly complicated and hence the choice of a right celebrity for the product is extremely crucial for the organizations. Their decision strategy may ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“AN INQUIRY INTO THE EFFICIENCY OF CELEBRITY ENDORSEMENT AS A MARKETING Dissertation”, n.d.)
Retrieved from https://studentshare.org/geography/1420521-an-inquiry-into-the-efficiency-of-celebrity
(AN INQUIRY INTO THE EFFICIENCY OF CELEBRITY ENDORSEMENT AS A MARKETING Dissertation)
https://studentshare.org/geography/1420521-an-inquiry-into-the-efficiency-of-celebrity.
“AN INQUIRY INTO THE EFFICIENCY OF CELEBRITY ENDORSEMENT AS A MARKETING Dissertation”, n.d. https://studentshare.org/geography/1420521-an-inquiry-into-the-efficiency-of-celebrity.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF AN INQUIRY INTO THE EFFICIENCY OF CELEBRITY ENDORSEMENT AS A MARKETING COMMUNICATIONS STRATEGY IN MORDERN SOCIETY

The Marketing Communications Strategy & Mix: Sports Company

Despite the challenges that Adidas met in the 90s from fierce competitor Nike, the company hit the rebound by the end of that decade and has reclaimed its position as one of the leading sports companies nationwide. Considering that the company almost went bankrupt at its lowest point, it managed to rise and compete once again in the market.
With Adidas’ position in the sports apparel industry, this research aims to find out and evaluate the various marketing communications strategies that Adidas has implemented over the years. Further, this research aims to be able to identify which strategy is proven to be most effective, and which did not bring the desired results.

Football is undoubtedly the most popular s...
9 Pages(2250 words)Case Study

The Popularity of Mobile Phone Marketing

The marketers of today should have a hawks eye on any new marketing trends and issues so that they can be adopted and addressed respectively and so that they benefit the marketing activities of the product to the maximum possible.
The current issues in marketing are those which have not been that prevalent/popular or even existent a year ago, and this is where the need for a spotlight on them arises. Marketers in the making need to have a close look at these current issues so that they can incorporate them into their marketing practices when they step into practical life. Not just those in the making, but it is essential for currently established marketers to be flexible for these current issues so as to provide the best mark...
10 Pages(2500 words)Term Paper

Efficiency and Profitability of Exxon Mobil

This increase could signify a change in credit policy for the company to stimulate more sales. The average collection period is computed by dividing the accounts receivable by daily credit sales. According to the computation for the year 2007, both the level of accounts receivable and daily credit sales have increased.
Accounts receivable turnover goes hand-in-hand with the average collection period—the longer the collection period, the lower the collection turnover. This is also evident in the trend of the accounts receivable turnover. This longer collection period and lower accounts receivable turnover, while it has some advantages over boosting sales, definitely impacts the liquidity of the firm and availability of t...
11 Pages(2750 words)Case Study

Postmodern Marketing

The notion has been lingering around for almost a century. Hence, nowadays, it is ordinary for businesses, and public sector organizations, to take advantage of customer feedback as one of the contributions to their marketing techniques and public guiding principles. There is an insignificant sign of their being any decline in the need for market research. The concern is not about whether or not market research is valuable, but a concern of the process research proof should be interpreted (ibid).
Market researchers are at the present-day expected to better understand the entire customer experience. As firms persevere to establish an inclusive image of a customer’s interactions with the organization, hence also are resea...
13 Pages(3250 words)Assignment

Company Strategy to the Public Sector

The definition of corporate strategies emphasizes the need for the organization to satisfy the needs of all the stakeholders if the organization is to achieve its overall objective of maximizing shareholder value. Stakeholders include employees, customers and the communities in which the organization operates. Employees, customers, and communities, therefore, have a significant impact on the success of the organization and thus on the corporate strategy of the organization. In formulating corporate strategy, organizations need to identify and priorities strategic issues, which involve scanning, selecting, interpreting and validating information. (Schneider, 1989).
The aim of this paper is to explain the strategy of an organiz...
7 Pages(1750 words)Assignment

Business Etquette for Business Communications Course

Who wants to give a guess? How about you (pointing at someone in the audience), yes, what is your name? Adam? What do you think, Adam – Money, Machines, Management, and Manpower? Why do you think so? And how about you, ma’am (someone else in the audience) – do you agree with him?

I think we are all in agreement: you could have Money, Machines and Management, but without Manpower, you cannot have a business. And unless you have good Manpower working well together, you cannot have a successful business.

Do people work well together naturally? Those of you who are familiar with office politics will say, “Of course not!” You are right: left to themselves, few people work well toget...
7 Pages(1750 words)Speech or Presentation

Info-Point: Marketing of New Touch Screen Information Technology

The development of the new Info-Point technology, a stand-alone information module designed to offer the public information on tourism, local shopping, weather, and transportation, has created the opportunity to successfully market these information technologies to different UK cities. The entire marketing concept is to establish self-service information centers that offer a wide variety of regional information, utilizing an easy-to-use touch screen methodology to cater to a broad mass market of consumers. 

Touch screen interface systems are becoming more and more common in the UK and abroad. During a pilot experiment using touch screen information technology, the automotive manufacturer Lexus piloted an informatio...
10 Pages(2500 words)Report

Contrast of Two Explanations of Social Disorder in Contemporary UK Society

As the process of urbanization takes off and more people start residing in major cities, the fissures start to appear within the apparent harmonious co-existence. There are several reasons why disorderly conduct on part of individuals and groups takes place. Sociologists have proposed numerous theories explaining this phenomenon.

Erving Goffman was an astute observer of society, who immersed himself in the social environment which he was studying. He carefully observed and recorded the ways in which people’s behavior and interpersonal interactions are carried out in everyday life. He notes that “people perform their social roles and, as they do so, they produce social order through their actions and the regu...
6 Pages(1500 words)Article

Business Sustainability and Society: Coca-Cola Company

For centuries, ethics has been a crucial and significant component of human societies that contributed enormously to the creation of norms and values through religious influences, as well as through the contribution of intellectuals and philosophers in society. Unfortunately, nowadays, it is an observation that individuals, organizations, and even nations have commenced overlooking the phenomenon of ethics in their practices, specifically in the business sector that has become the major stakeholder confronting criticisms related to ethical practices. Critics (Crane, pp. 23-29, 2007) argue that business ethics has now become a component limited to theoretical policies and frameworks of business organizations, and such principles an...
10 Pages(2500 words)Case Study

American Political Communications

...Political communication: Today, voters no longer make decisions based only on personal opinion but view most issues through the eyes and ears of the media. Most options arise from interpretation of the symbols obtained from mass media. Political advertising is a prominent media for reaching voters. Political advertisements aim at increasing issue knowledge, influencing perceptions of the candidate’s character, altering attitudes and affecting candidate preference. In most political advertisements, politicians essentially promote themselves, their thoughts, beliefs, values, image and political propaganda. These advertisements can have a rather persuasive influence on voters. Political ads can convey both positive and negative feelings...
6 Pages(1500 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Dissertation on topic AN INQUIRY INTO THE EFFICIENCY OF CELEBRITY ENDORSEMENT AS A MARKETING COMMUNICATIONS STRATEGY IN MORDERN SOCIETY for FREE!

Contact Us