Chicken of the Sea Case Study

To use a comprehensive communications campaign to create awareness about the brand’s image, by encouraging the target audience to broadcast their use of Monica and Andy products.

This bond that is created between the viewer and a celebrity helps understand the effectiveness that endorsements have where marketers have failed. The celebrity builds character in the eyes of the public and that character carries on into the product he is endorsing, and even though a part of the persuasion has to exist in the product itself, but a celebrity uses his status and the character he has built to gain credibility and likeability among the target audience. This character the celebrity transfers to the product is known as the “meaning “(2). The transfer of the meaning to the product goes through three stages. The first stage is in finding the celebrity with the desired meaning that they want to carry to the product this requires casting from the wide world of celebrity endorsers. The second stage is choosing which celebrity embodies the meaning the marketing campaign requires for the product, this stage is subject to expense restraints and availability. After deciding on an endorser stage three is the most complicated stage as in this step the endorser has to be able to transfer that meaning into the product, they have to make this meaning “available to the consumer in a material form”(2), this stage allows the consumer to accept the meaning they are given and accept the product and you use is a tool to build their own character. These three steps not only

We have all been to a supermarket or store at some point in our lives. Have we found ourselves placing items in the cart that we did not come to buy? Is there a reason the products we really need are located in the back of the store? This article, “The Supermarket: Prime Real Estate,” was written by Marion Nestle. She teaches in the department of nutrition and food studies at New York University. Nestle writes a column regarding food for the San Francisco Chronicle. Shortly after reading the title, one can determine Nestle opposes supermarkets. “Prime Real Estate,” indicates that large supermarkets are feeding grounds for them against unsuspecting customers. Supermarkets can determine what a person will buy on impulse. The general argument made by Nestle in her work, “The Supermarket: Prime Real Estate, is that supermarkets are taking advantage of our unconscious mind and we are purchasing products on impulse.

It is known to be true that the best endorsements achieve a deriving ideas, style and taste between the product and the celebrity. Giving a brand an appearance is more than just a marketing strategy to increase sales; it is a decision that can change the outcome of the brand for the

(i)     Problem Recognition – Consumers of canned tuna are motivated primarily by the need to satisfy their physiological need of hunger which is the most basic level of needs under Maslow’s hierarchy of needs. Problem recognition can also stem from stock-outs where consumers run out of canned tuna supplies. In addition, motivation of purchase can be marketer-induced to incite new needs/wants by introducing consumers new uses of canned tuna through the introduction of new recipes

If there is a celebrity advertising a product then the advertisement becomes more beneficial for the company. Sue Jozui, in her excerpt, claims that products advertised by celebrities should be boycotted. The author supports her argument by first telling how it misleads and insults the intelligence of the audience. She continues by explaining that there should be rules for advertisers. The authors purpose is to set laws for advertisement is to stop celebrities from falsely advertising products. The author establishes an objective tone for consumers who also believe celebrity advertisement is wrong. The author believes it is insulting to use celebrities to promote product; however it is the consumer's responsibility to not buy every product he/she sees just because there is a celebrity promoting it.

While choosing a representative to speak to an item, advertisers can either pick a big name or make a representative. An advertiser who makes spokespersons can control their improvement by giving them qualities that are both compelling with the intended interest group and compatible with alluring attributes of the embraced item. Made spokespersons can be genuine individuals assuming a part, or they can be fanciful individuals. One of the most established nonexistent spokespersons is Betty Crocker. Made in 1921 by General Foods, she has persistently served the part of the primary woman of preparing. Figure 1 indicates how she has changed after some time. Other understood made spokespersons are the Pillsbury Dough Boy, the McDonald's comedian,

“This kind of marketing is misleading and insults the intelligence of the audience (Jozui).” Jozui is explaining that using a celebrity as an endorser provides automatic approval and because of that doesn’t provide much evidence of how effective the product is. However, the consumer should have the ability and knowledge to do research on the product. ¨Am I going to buy the newest SUV because an attractive talk show host gets paid to…(Jozui).¨ Just because somebody is paid to pretend to like a product does not automatically give the product approval. Not everybody would agree with the right to advertise freely however, companies have every right to do

Overpaid celebrities endorsing a product, as if they use it every day, is apparently wrong and uncultured,offending the audience by working off of their social figures to lure them into buying an object. Or at least that is what some believe. Sue Jozui in her passage, argues that celebrity endorsement of products is morally wrong, and the act of it offends the buyer’s intelligence. The author supports her assertion by first giving vague examples of celebrities and the products that they endorse, none of which are actual examples. She continues by claiming that those endorsements are misleading and furthermore insulting to the consumer.

The author establishes a critical tone for consumers. Celebrities should not have to stop sponsoring products because it is the consumer’s responsibility to know and understand that celebrities

The author of the article that appeared in a business magazine suggest that the numerous complaints of dizziness and nausea made by consumers of Promofoods tuna are not related to any chemicals that are found in the canned tuna and the same did not pose a health risk. However, the conclusion made by the author is based on numerous assumptions without any proof to support them. Before the author can make such a conclusion he needs to provide cogent unbiased proofs to bolster his claim.

Sue Jozui in her passage, argues that she does not want to use celebrities to advertise products. Jozui supports her argument by first giving examples of celebrities endorsing products she continues by stating that the marketing is insulting to buyers. The authors purpose is to convince buyers to boycott celebrity advertised products in order to make rules and guidelines for advertisers. The author establishes an objective tone for buyers. While Jozui thinks it's not okay to use celebrities, businesses have the right to market how they wish.

Celebrity endorsement is a billion dollar industries today (Kambitsis et al., 2002) with companies signing deals with celebrities hoping that they can help them stand out from the clutter and give them a unique and relevant position in the mind of the consumer. According to Solomon (2002), the reasons for using celebrity endorsement involves its potential to create awareness, positive feelings towards their advertising and brand. Research has shown that celebrity endorsement can have an impact on the consumer’s attention, recall, evaluations and purchase intentions (Atkin and Block, 1993), Celebrity endorsement is a widely used tactic in marketing and much research

In addition, the company makes humorous advertisements to mimic auto advertisements where advertisements are placed on the rear of the specialty DXP. Use of celebrities is also done which according to Kotler and Keller (2012) is a strategy that hinges on wooing the following of the celebrities. Celebrities are considered to have market influence and thus their approval of a product is likely to generate increased sales. The choice of celebrities is however important to ensure that brand identity is not lost. The company should therefore be keen to ensure that celebrities who have an influence on healthy eating are chosen so as to drive

Inside the front doors of a grocery store, customers are presented with a diverse, vibrant display of fresh fruits and vegetables. With its inviting rainbow of bright colors, the produce section leads past the wafting, sweets smells of bread and pastries in the bakery and through winding aisles stocked with an assortment of goods. Linings the aisles and fillings shelves are rows and rows of boxes of pasta, pre-made meals, processed foods, and more snacks and sweets than one would know what to do with. Grocery stores present shoppers with a myriad of choices. The shelves and displays are filled with a variety of different brands and options to choose from, which offers customers a tough and potentially stressful decision when shopping. However, before a customer decides upon a specific brand or item, whether that happens to be a name-brand product, competitor, or store-brand, they are faced with an even more important choice; they must first make a decision on whether they want to buy whole foods and produce, such as fruits, vegetables, whole grains, and other healthy choices, or more processed “junk” foods like sugary drinks and snacks or enriched breads and pasta. Not only must costumers decide between specific brands and deals, but they must also choose which of these types of food is best for them and their interests. Consumers must constantly weigh the different factors that are presented when comparing foods; between price, ingredients, health, availability, and overall