todays society there is a heightened interest towards using celebrities to promote a particular product or brand and its positive effects are increasingly being recognized. Every year companies spend millions of dollars on endorsement contracts to align their brand and themselves with endorsers (e.g. celebrities).1 “When you have nothing important to say‚ get someone very important to say nothing for your brand.”2 The reason why celebrity endorsement has become an important role in the advertising
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Celebrities are often referred to as stars. The comparison makes sense‚ stars are beacons of light that shine bright enough for people to see millions of miles away. Their light sometimes travels hundreds of years‚ so when you are seeing them‚ they may already have ceased to exist. There exists a difference between the stars of Hollywood and those of the cosmos though‚ in the former not all stars start out burning brightly. Some start out from nothing‚ not enough fuel to emit the brilliant light
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A Study on the Influence of Using Celebrity Endorsements among Marketing Students of Central Philippine University A Case Study Presented to the Faculty of the Advertising Department College of Business and Accountancy Central Philippine University Jaro‚ Iloilo City In Partial Fulfillment of the Requirements for the Subject ____ (descriptive title) NATHALIE GICANA
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purpose is to attain a better understanding of effective use of celebrity endorsement as an advertising strategy. The types of sources covered when conducting this research included journals‚ articles‚ books and dissertation which relevant to the celebrity endorsement. There are four main parts need to be emphasis‚ first is the history and background‚ second is evaluation of three theories model; which consists of TEARS model shows celebrity play an important role in facilitating advertising effectively
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“The Impact of Celebrity Endorsement On A Customer’s Buying Behaviour” Reviewing The Literature: This literature review aims to provide a comprehensive account of the different theories which will provide frameworks for answering market research questions relating to “The impact of celebrity endorsement on a customer’s buying behavior” and using celebrities in advertising and endorsing different products. Various Theories selected within this literature review are those which constitute a core
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attitude toward the consumers (Chaiken‚ 1979). McGuire (1985) also suggested that endorser which is familiar and likable towards the audience may bring persuasiveness to the advertisement. 2.1.1Celebrity Endorser Schiffman and Kanuk (2007) defined celebrities to public and famous figures 2.2Endorser Credibility According to Ohanian (1990)‚ endorser credibility can be defined as "as a communicator ’s positive characteristics that affect the receiver ’s acceptance of a message" Research found that higher
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ability to lead are qualities that are not even enough to supplement our passion to be in position. This phenomenon has led these contenders to resort into a new tactic‚ the use of celebrity influence into the picture. The global community took this as an interesting approach. One great example of massive use of celebrity endorsements during elections is the Presidential Elections of the United States of America where re-electionist Barrack Obama from the Democratic Party used the famous host and
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To what extent are young people influenced by celebrity image? ‘The models that everyone claims are beautiful‚ the spitting image of perfection‚ are any of them fat? NO!’ (Quote from Anonymous‚ Pro-Ana Thinness Addiction online blog‚ 2011) This particular blog has had over 11 million hits since publication‚ and although not everyone that reads it would agree with the views‚ it only takes a couple to be influenced by the text. It’s an unnerving thought knowing that a minority of the youth think
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l am writing in response to your letter about ‘’Being Celebrities- Good or Bad ?’’which is found in a forum. HK people are believed to be money-oriented .Under such gaze‚ most of the teenage always think that being a public figure is their vision. However‚ is it really amazing to be a celebrity? To start with ‚being a celebrity can obtain a fame and society status which always come up with money‚ power‚ glamour and attention. Thay can lead a materialistic life. What’s more‚ it should be enjoyable
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My topic is celebrity loss of privacy for their jobs‚ should celebrities have the right to privacy like everyone else or does loss of privacy come with their job. Celebrity should have the right to privacy just like everyone else. Why does the Paparazzi think that they need to barge in on celebrity life while there life be kept secret? Back in the day Celebrity had more privacy then what they have now people were more interested on the plot of the movie then actually what’s going on with the actors
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