• Product/Brand Placement in Sports
    Product placement in Sports Entertainment About the study   Product placement is a booming practice that, in some cases, seems as the viable alternative to traditional advertising. I have chosen to study how advertisers use product placements in sports as a medium to sell or position a...
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  • Brand Management
    on the personality of an actual well-known person or spokesperson. User: The brand suggests the kind of consumer who buys or uses the product. We would be surprised to see a 20-year-old secretary driving a Mercedes. We would accept instead to see a 55 year-old top executive behind the wheel. The...
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  • Endorsement Attributes: its implication in buying intention
    as a role model and in turn these celebrities impact their lives. Celebrity endorsement has been in application from a long time (Kaikati 1987), in fact not too late when advertisement techniques were taking on new forms because advertisers realized soon that by using publicly renowned personalities...
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  • Krisis
    . At times, controversial celebrities are also preferred (Knight, 2010). Consumers will only mind if the actual product has or had a controversial issue. This research aims to briefly discuss Kris Aquino’s TV endorsements and how she can have an impact on the brand she’s advertising, the company as...
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  • Reebok
    . It’s emphasizes running as a social activity and more importantly, fun. The campaign was well liked by the people and Reebok had created a companion site called GoRunEasy.com to emphasize the social aspect of running. Some of the other Taglines of Reebok are: June 2009 – “Have Fun While You Run...
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  • Nike Case Analysis
    communicated messages) and they have control over, the brand image is the subjective mental picture of the brand. It is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience. Because it is a subjective perceived...
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  • Brand Personality of Bajaj Pulsar
    excitement. Brand ambassadors have a huge impact on development of brand image. So choosing a right celebrity having the similar personality becomes important or else the whole campaign will be of no impact. Some of the traits associated with various brands: * Bajaj pulsar...
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  • Celebrity Endorsements
    coordinates consumer purchases, celebrity endorsements are more likely chosen for products that have either of the following: - ▪ High price-cost margins ▪ Large potential customer pools ▪ The need to coordinate across diverse sets of customers Impact of...
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  • Advertisement and Airtel
    , sports personalities, and rock stars … These people maintain their "celebrity" by appearances in mass media, such as fashion magazines and tabloids, that inform the public about their private lives.  Endorsement (sometimes known as Celebrity Marketing) is a phenomenon where celebrities lend their...
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  • Celebrity
    as a source of effective brand management, have impact over the purchasing behavior of customers, evaluate associated factors that contribute to the success or failure of the endorsement and explore what the concept represents in terms of new knowledge. For this I decided to conduct this very...
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  • Student at Kisii University
    advertising practitioner should also recognize that the use of a well-known personality, who can create initial interest and attention for an advertisement, does not necessarily result in attitude changes towards the product. As well, Busler (1998) presented evidence that positive feelings towards...
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  • barandend
    Services & Management Research Vol.2, No. 1, January 2013, ISSN 2277- 3622 Online available at www.indianresearchjournals.com 22 indifferent to the use of Celebrities in advertising. In the US, 79% of respondents said that Celebrity endorsement does not have any effect on how valuable they think a...
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  • The Value of Celebrity Endorsements: a Stock Market Perspective
    American companies use celebrities in their advertising campaigns (Shimp 2000). In 2001, US companies paid $897 million to athletes, coaches, and sports personalities (Sports Business Journal 2002). In 2003, Nike spent $1.44 billion on celebrity endorsements (CNN Money 2003). Between two and three...
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  • Celebrity Endorsement
    these famous folks from the past are no longer with us, it is difficult to say whether they gave permission for their names and faces to be used on ads, but used they were. At least one famous sports figure, Honus Wagner, is known to have stopped the use of his name and visage on a baseball card which...
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  • Assignment on Brand Building Nike Marketing Essay
    New York Marathon. The ads were created by Portland-based advertising agency Wieden+Kennedy, which had formed several months earlier in April 1982. Together, Nike and Wieden+Kennedy have created many print and television ads and the agency continues to be Nike's primary today. It was agency co...
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  • Nike
    to maintain and sustain this image, the company sponsors many high profile athletes and sports teams around the world and makes huge investments in advertising and brand promotion. Till May 31, 2008, Co. had 296 retail outlets in the U.S. and 260 retail outlets outside the U.S. 2. Situation analysis...
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  • Consumer Behavior
    employ well known and famous personalities in other word celebrities. As McCraken (1989) stated that celebrities tend to create greater effect on the consumers‘ buying behaviour. McCraken (1989) further states that celebrity endorsement advertising is a ubiquitous feature of modern marketing...
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  • effect of endorsement advertisement on rural vs. urban youth buying behavior
    . Several Studies have also been conducted to investigate the effectiveness of Celebrity advertising on Buyer behaviour. However not much work has been undertaken to identify the impact of celebrity endorsement on Youth across various locations like Rural and Urban. The Paper presents the results of...
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  • Commercilization
    , officials, media persons, lawyers, and agents), and sports team owners benefit handsomely from the willingness of sports fans to pay to watch their favorite sports and to purchase the commodities endorsed by sports personalities. Hundreds of professional athletes earn well over $1 million a year...
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  • Celebrity Endorsed Advertising
    critical evaluation of the phenomenon of multiple celebrity endorsement as a marketing tool and the and will conclude with taking on overview of possible impacts of this technique on today's marketing world. It is a well known fact that many companies spend huge amount of money to get their...
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