Relationship Between Celebrity Endorsements And Self Brand Connections

Ever since the start of commercial radio in the 20’s and the since the first silver screen entered the market, broadcasting messages by celebrities has been a tool employed to endorse products.”Just about every star was associated with one sponsor’s product he or she plugged.”(1). Over the years celebrity endorsement became an essential part of marketing (more than 25% of television ads feature celebrities)(5), for the endorser it became an easy way of generating an income while for the endorsing company it became a guaranteed way to reach a wide segment of potential clients.

Longitudinal design is one of many studies that researches utilize to study human’s behaviors. In these types of studies the individuals are left alone without any type of contact with the researchers. The reason for

4. The key methods of collecting primary data (1.1). Justify the choice and application of data collection methods and research instruments to explore an area under investigation (2.3). Evaluate their relative strengths and weaknesses (2.4)

The strategy of secondary analysis was chosen for this research because it is cheap and timely in comparison to other forms of research. Using data collected by other reliable sources increases the validity of secondary data analysis research.

The research topic is selected, the testable research question is developed, research on the topic is found, the literature review is completed, and a decision is made on the research design. Now, one of the most important steps in the research process to accomplish is the collection of data. Notwithstanding the research project and whether the method of research is whether qualitative or quantitative, data must be collected. Data collection is essential whether the method of choice is a mail survey, a telephone survey, an interview, an experiment, field research, or secondary data analysis. Data collection is an important aspect of any research study. Inaccurate data can impact the results of a study and ultimately lead to invalid results. During the data collection step, a significant amount of time, energy and attention are required. In order to ensure the data collection process is valid and successful, one should adhere to the four steps involved: (1) the construction of a collection data form which is used to organize all data that is collected; (2) the designation of the coding strategy used to represent data on a data collection form; (3) the collection of the actual data; and (4) entry into the data collection form (Salkind, 2012).

2. How does this documentary series illustrate the disadvantages of longitudinal panel studies, as discussed in Babbie (pp. 113-114)?

“We are coordinating various aspects of the business, so each takes advantage of the opportunities provided by the other” – Sumner Redstone, CEO of Viacom.

* The limited sample size is a possible problem. Also, the use of longitudinal study tends to follow a subject for a very long period of time. Possibly decades. This type of study is generally used in psychology and sociology studies. Perhaps, a cross sectional study would be more appropriate as it makes

The methodology was described with the data collection method. Quantitative and qualitative questionnaire which consisted of closed questions with a choice of fixed answers and free text to enhance qualitative data were sent out in the form of mailshot, followed by telephone call to non-respondents and it was repeated for more wider sample results to gain more evidence to reduce bias (Parahoo, 2006).

A cross-sectional survey is conducted at a single point in time and analyzes the prevalence of selected topics. However, a longitudinal survey records observations over a

Using the secondary research as a reference the PR team should use questions that were not answered in the survey. Some questions listed below could be used in the primary survey…

Primary and secondary sources are ways in which data can be retrieved. As Serakan (2006) stated, “Primary data refer to information obtained by the researcher on the variables of interest for the specific purpose of the study”. Various evidence suggesting to what methods of primary research can be conducted and which are most effective for the previously mentioned problem description are stated in this chapter.

Regarding primary data, I did create a questionnaire for the survey. Unfortunately, I was not able to go through it thoroughly. So, it turned out to be a general conversation.

The drawback to cross-sectional studies is the inability to express cause and effect relationships between the variables being tested. Or to make a convincing observation in regards to the course of the connection between variables.It is because of the concept of the snapshot at the single moment, that prevents the consideration of before and after that specific moment is analyzed (What researchers mean by cross-sectional vs. longitudinal studies.,2009). As it relates to longitudinal studies, they are observational as well. However, it is over an extended period. Like cross-sectional studies, the researchers are not entering with the participants or respondents. This method studies the same subjects several times over a period of years. This technique gives the scholar the ability to measure the change of data to be collected over time. Longitudinal studies come in three prominent types panel, cohort, and retrospective. The panel study is a representative sample of participants, and the retroactive study utilizes historical data that is sometimes compared to improved

Furthermore there are other researches as well which suggest that the approach of using a celebrity to endorse a product can not be viewed as a general practice of using any celebrity for any product endorsement. Pornpitakpan (2003), while discussing match-up hypothesis, describes the results of a study by Erdogen et al (2001) which suggests that "British advertising agency managers considered various criteria like celebrity- target audience match, celebrity-product match, overall image of the celebrity, cost of hiring the celebrity, celebrity trustworthiness, controversy risk, celebrity familiarity, celebrity prior endorsements, celebrity likeability, risk of celebrity overshadowing the brands, celebrity expertise, celebrity profession and celebrity physical attractiveness". A match between the target market and the endorser is important for effectively transmitting right message to target audience. For example, the advertisements which are produced by Pepsi, are mostly targeted for youths and so the celebrity endorsers that they use in their advertisements are young personalities. The match up hypothesis goes true for the multiple celebrity advertising as well. A good example of this is the Pulse Polio campaign taken up in India to eradicate the polio