Download or read book Celebrity Endorsement in Advertising Do Celebrities Promise Something Wrong written by Romina Müller and published by GRIN Verlag. This book was released on 2011-12-16 with total page 9 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2011 in the subject Communications - Ethics in the Media, grade: 90/96, Lindenwood University, language: English, abstract: In a capitalistic society, it is all about selling. Times are over when there was only one brand to buy. Nowadays, companies have to fight for attention for their products. A price war has emerged, and commercials are a part of it. Advertising agencies shoot for different solutions to market their products. One of these options is using celebrities to endorse cosmetics, beverages, fashion, and much more. The goal hereby is as follows: If a celebrity—whom some people regard as a superior individual—uses a product, it has to be good for everybody else. Hence, consumers will buy. The issue with this is that people believe celebrities, no matter what. Some still think that celebrities know more about life and what products to choose than the average person. Companies do not mind, because their use of celebrities boosts their sales. So is it ethical for a company to use a celebrity’s image to sell products, whether favorable or not, and to sometimes bend the truth by doing so?

Download or read book Celebrity Endorsements Theoretical Explanations of Meaning Transfer and Schema based Models Recent Developments written by Matthias Röderstein and published by GRIN Verlag. This book was released on 2005-12-15 with total page 27 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, Technical University of Chemnitz, course: Seminar, language: English, abstract: Michael Jordan, Tiger Woods, Heidi Klum, Günther Jauch, Thomas Gottschalk, they have all something in common. They are famous due to their public appearance and achievements in sport, television, magazines etc. Additionally, all of them are promoting or endorsing prod-ucts. The use of famous spokesperson or celebrities in marketing communications in the United States is growing since the late 1970’s and has reached a percentage of nearly 25% at the end of the 1990’s. Statistics for the german market also suggest an increased use of fa-mous testimonials, although their percentage relative to other communication strategies is seen as lower. Some researchers contend a positive economic effect of celebrity endorse-ments despite they are very expensive. Noticing that endorsement contracts with celebrities are expensive raises several questions. What makes them so interesting for companies? Why are marketeers using celebrities instead of “normal” people? For executive directors it may be useful to know how the “right” celebrity could be selected from the big crowd of popular per-sons. Furthermore, which are the factors predicting wether a celebrity is effective or not as an endorser? From a more scientific point of view, it is interesting to shed light to the processes through which consumers perceive advertisements with celebrities. As the title of this study suggests, these questions are answered in a somehow theoretical way, but with some practical conclusions. Chapter 2 explains to which extent the celebrity may be part of the communication process and which effectiveness criteria exist. Having defined and classified the main concepts of this paper in chapter 2, which are celebrity endorsement and schemas, some models that are related to celebrity endorsements are explained. Research of celebrity endorsement has focused mainly on four different approaches. First, the characteris-tics of an endorser as a source of information, divided in attractiveness (3.1) and credibility (3.2). Additionally, Match-Up between product and endorser characteristics are examined (3.3). Finally, in a more comprehensive model, researchers investigated in transfer of mean-ings from celebrities to products and then to consumers (3.4). This study will end with some limitations and expectations to further research.

Download or read book Impact of Celebrity Endorsement in Advertising of High risk Products written by Victoria Olaosebikan and published by . This book was released on 2020 with total page 51 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Celebrity endorsement is one of the most popular and effective strategies in advertising. Celebrities are perceived as attractive and having both likable qualities and influential power. Marketers have become more aware of the influence celebrities have on individuals and have harnessed this into advertising products and services. Empirical studies have shown that celebrities have been very effective in advertising low-risk products and services. But how effective is this strategy in advertising high-risk products and services? This study employed the elaboration likelihood model to investigate the impact of a celebrity endorser compared to a non-celebrity endorser on consumer behavior in advertising high-risk products/services with a focus on dietary supplements. The results of this study show that consumers used more of the peripheral route of information processing in examining the celebrity advertisement. There was no significant difference in the impact between the celebrity endorser and non-celebrity endorser.They both had a positive relationship with attitude toward the product. However, they did not significantly affect consumers’ purchase intention."--Abstract.

Download or read book Corporate Ethics Governance and Social Responsibility Precepts and Practices Precepts and Practices written by A. C. Fernando and published by Pearson Education India. This book was released on 2009 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: Is profit-making the only goal of a business? Should an unbridled market mechanism drive corporate enterprise? To what extent should corporations compensate for the manifest and hidden costs that are incurred by the society at large? These are some of the questions that have engaged specialist economists, business barons, corporate heads and management experts for decades. Corporate Ethics, Governance, and Social Responsibility: Precepts and Practices addresses these issues and deals with three key concepts impacting contemporary businesses: business or corporate ethics, corporate governance, and corporate social responsibility.

Download or read book International Celebrity Endorsement in the case of l Or al written by Sabrina Hoffstädte and published by GRIN Verlag. This book was released on 2007-03-21 with total page 19 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2007 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, Northumbria University, language: English, abstract: L ́ORÈAL considers whether it should endorse its skin care products in the international markets and strengthen its international brands by using a celebrity. They further need advice regarding a standardised or adapted “product offering” and promotion campaign. This report will first give an overview of major cultural issues which l’Oréal might encounter in the international market place when implementing a standardised international marketing strategy. It will be then further investigated if these cultural issues will impinge on the suitability of celebrities to promote l’Oréal clients brands while addressing the aspects of local and global branding and promotion. At the very end, guidelines will be identified as to how to find the most fitting celebrity and a possible endorser for its products will be introduced.

Download or read book Celebrities Products and Presentation Styles written by Zhen Sun and published by LAP Lambert Academic Publishing. This book was released on 2010-08 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt: Celebrity endorsement advertising has become a remarkable phenomenon in many countries as well as in China. Given the rising popularity of celebrity endorsements in China during the past two decades and the lack of relevant studies, this book seeks to fill the research gap. It mainly employs the method of content analysis over an extended sample of Chinese television commercials to generate new research evidence about the nature of celebrity advertising. The characteristics of celebrities, the matching relationships between celebrities and products, and the presentation styles of celebrity TV advertising are analyzed thoroughly. The findings lead to a few conclusions that have important implications for both theory and practice. Advertising practitioners will find this book useful in helping determine the match relations between celebrities and products and select the most appropriate celebrity endorsers. The book will deepen a reader s understanding of contemporary consumption culture and celebrity culture.

Download or read book Essays on Contemporary Media Theory and Practices written by Manish Verma and published by Amity University Rajasthan. This book was released on 2017-07-01 with total page 175 pages. Available in PDF, EPUB and Kindle. Book excerpt: The book is released with an Introductory Article by Prof. Denis McQuail on Future of Field of Communication. The collection essays are part of ICMCS 2017, an International conference organized by Amity University, Rajasthan in 2017.

Download or read book The Regeneration Promise The Facts behind Stem Cell Therapies written by Peter Hollands and published by Bentham Science Publishers. This book was released on 2020-12-03 with total page 126 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Regeneration Promise is a reader-friendly guide to the world of regenerative medicine and stem cell technology. It covers the history of stem cell technology as a general introduction to the subject and then continues with a description of the many known types of stem cells and how these can potentially be used to treat disease. The author explains the pros and cons of using stem cell technology to treat patients in simple and factual terms throughout the book while clarifying many stem cell myths. There is valuable advice for people considering undergoing stem cell therapy and also for those who are considering stem cell storage such as umbilical cord blood storage at the birth of a baby. The book also covers information on current research in stem cell technology and how this may be useful in the clinic, as promising regenerative medicine treatments emerge in the near future. The simple use of language with a clear explanation of scientific terms, where applicable, makes this book an accessible source of information for anyone interested in enhancing their general knowledge about regenerative medicine when considering such treatment options and understanding the debate surrounding stem cell technology and its use in disease therapy.

Download or read book Psychology and Work Today written by Duane Schultz and published by Routledge. This book was released on 2015-09-04 with total page 455 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book describes industrial-organizational (I-O) psychology programs in action, showing how they are developed and implemented in a variety of organizational settings, using workers who differ by gender, age, culture, ethnicity, and socioeconomic status.

Download or read book A Branded World written by Michael Levine and published by John Wiley & Sons. This book was released on 2003-04-07 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: Table of contents

Download or read book Proceedings of the International Conference of Economics Business and Entrepreneur ICEBE 2022 written by Nairobi and published by Springer Nature. This book was released on 2023-05-30 with total page 620 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is an open access book.The Faculty of Economics and Business of Universitas Lampung in Indonesia is hosting the International Conference of Economics, Business & Entrepreneurship (ICEBE) 2022, its fifth annual international conference. The goal of this conference is to provide a clear direction and substantial advancements in the quickly recovering global economy. The 5th ICEBE welcomes and cordially encourages all authors to submit outstanding works on a range of topics relevant to the conference's theme. Theme: “Global Economy and Business Recovery Growth to Create a Sustainable Business-Friendly Environment”

Download or read book Marketing Management 3rd Edition written by Kumar Arun & Meenakshi N. and published by Vikas Publishing House. This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's socially networked and highly competitive world, it is imperative that marketers are always truthful because customers eventually find out if they have been misled. This can lead to their angst with the company going viral, thereby destroying the company's reputation. Marketing Management advocates 'marketing based on absolute truth'.Also brand image is sensitive to market sentiments. Brands can be in danger: one wrong product or one shoddy campaign can destroy a brand built over years. Companies must align everything that they do with the core spirit of their brands.Further, when everything seems to go digital, it is important that marketers keep in mind that customers are primarily interested in their products/services. The book advocates that superior products and services will always be central to marketing.Key FeaturesBest Practices• Researched, implemented, and result-driven practices taken from leading companies across diverse industries throughout the world• Marketers can adopt these practices to elevate individual and organizational performanceCorporate Insights• Examples of marketing concepts being implemented by well-known Indian companies and brands• Latest moves of companies and brands as they cope with competition and environmentCase Studies• A brief case study after each chapter, focusing on specific issues dealt within the chapterSpecialized Questions• Questions meant to make students ponder upon various aspects of marketing and challenge the existing paradigms

Download or read book Social Justice and the Modern Athlete written by Mia Long Anderson and published by Rowman & Littlefield. This book was released on 2022-12-13 with total page 319 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social Justice and the Modern Athlete: Exploring the Role of Athlete Activism in Social Change is an edited volume in which editor Mia Long Anderson and various contributors identify and discuss athletes who have been at the forefront of social movements to lead change in distinct areas of society, including politics, gender equity, and mental health. Contributors analyze how this activism speaks to the impact that athletes can have on raising awareness and the power they have to influence and rectify social injustices as they work to advance efforts that result in a more equitable social structure. This volume demonstrates the myriad ways in which athletes have conducted their social work both in the real world and the online sphere, addressing the spectrum of intersectional marginalization that exists in our society based on gender, sexual orientation, race, religion, ability, and class. Scholars of sports studies, communication, sociology, political communication, and gender studies will find this book of particular interest.

Download or read book How to Execute Celebrity Endorsements for Enhancing Brand Preferences written by Dr Kisholoy Roy and published by KISHOLOY ROY. This book was released on 2018-07-16 with total page 174 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book titled How to Execute Celebrity Endorsements for Enhancing Brand Preferences? speaks of the various theoretical and empirically established perspectives regarding celebrity endorsements in its opening segment. The concluding segment mentions some interesting published accounts of brands and of celebrities endorsing those brands successfully. All the published accounts are in sync with the core theme of the book which is how can celebrity endorsements contribute to enhanced brand preferences. I as someone who has been researching and publishing in the domain of celebrity endorsements for over a decade now do hope that i have been able to collate some of the priceless thoughts on brand endorsements which will be found phenomenally enriching by the readers of this book. The books should find its readers in management students, media and advertising professionals, research scholars, teachers and even CELEBRITIES!

Download or read book Brand Relations Management written by Tony Apéria and published by CBS Press. This book was released on 2004 with total page 380 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Relations Management is a book for all those interested in strategy and marketing. The primary intention is to show that both brand promise and brand delivery are necessary in order to build a sustainable brand. The book's greatest strength is that it gathers and presents all the relevant theories of brand building. It is therefore an excellent source for those wanting to educate themselves in the area

Download or read book Co Branding Fit Factors between Partner Brands written by Peter Zickermann and published by diplom.de. This book was released on 2014-09-01 with total page 91 pages. Available in PDF, EPUB and Kindle. Book excerpt: Firms are continuously looking for new opportunities to exploit and leverage their existing brands to achieve business growth. In the past, companies have leveraged their ‘most important asset’ (brands) through brand and line extensions. Nowadays, the most recent trend for capitalizing on brands is called ‘Co-Branding’ in which two or more brands are presented jointly to the consumer, forming a new product or service offering. This new branding strategy promises many benefits, especially for companies operating internationally with strong global brands. This study is about the perception of ‘fit’ between two partner brands in a co-branding venture. Previous studies have already identified that a perceived fit between partner brands leads to a positive evaluation of the co-branded offering by consumers. But why are some brands perceived as fitting together by consumers and others are not? To answer this question, this study investigates which factors (e.g. similar price level, target group, product category) lead to a perceived fit between partner brands by consumers.

Download or read book Brand Management written by Paolo Popoli and published by BoD – Books on Demand. This book was released on 2017-11-08 with total page 212 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is an original, high-quality collection of chapters about highly topical and important brand management issues, and it shows both theoretical and empiric analysis. The 10 selected chapters are referred, with original contents and rigorous research methodologies, to some important challenges the brand management has to face in the current competitive contexts, characterized by the dominance of the intangible resources and the new information and communication technologies. Written by leading academics, this book is dedicated not only to marketing and management scholars but also to students wanting to investigate the knowledge concerning special fields and special brand management themes. As well to the practitioners who can find a wide reference also to the managerial implication from the strategic and operative perspectives.