Endorsement

Celebrity Endorsements The importance of Celebrity Endorsements? The most important aspect of celebrity endorsement has been finding the right synergy between celebrity and product. It 's about selecting a spokesperson whose characteristics are congruent with the brand image. It is insufficient simply to add a well known face to a food label and trust that there will be enough devotees of that celebrity to generate sales. The consumer does not buy premium priced products more than once on that

1. Introduction 1.1 Background Endorsements have become universal and especially if we discuss about celebrity endorsement. Marketers often scrap over celebrities for a chance to use their name. This need for standout actually means that advertisers and marketers are finding new approaches and findings to maximize the appeal of celebrities. Some does work, some fail, some are unproven. Regardless of whatever approach, the endorsement has to be credible and authentic. And in an era when brands&

2014 Marketing Group Project Celebrity Endorsement Celebrity Endorsement is a form of brand or advertising that involves a well-known individual using their fame to help promote a product or service. The most common business users of products are manufactures of perfumes, and clothing. Some Techniques that are used are for example, television ads and launch event appearances. It is known to be true that the best endorsements achieve a deriving ideas, style and taste between the

The Value of Celebrity Endorsements: A Stock Market Perspective Haina Ding, Alexander Molchanov, Philip Stork1 Abstract Are celebrity endorsements worthwhile investments in advertising? To answer this question we analyze a unique sample of 101 announcements made between 1996 and 2008 by firms listed in the US. Internet is the main medium of communication for these announcements. We employ event study methodology and document statistically insignificant abnormal returns around the announcement

Celebrity Endorsement 1. Introduction In the past two or three decades celebrity advertising/endorsement has become common practice amongst brands that wish to create and maintain attention, as well as increase product or brand recall rates (Erdogan, 1999). However, the juxtaposition of brands and organisations with admirable figures that possess qualities such as likeability, attractiveness, trustworthiness and credibility is not a new phenomenon (Erdogan, 1999). It is believed that an eighteenth

Sports illustrated interviewed a cohort (group of people) of elite Olympic athletes, asking, “If you were given a performance-enhancing substance, you would not be caught, and you would win, would you take it? Ninety-eight percent of athletes answered yes.”(Charleston) That is a big number. Big risk with such a small chance of success. Taking drugs to enhance your performance is just not right. Striving to get better, takes patience and perseverance. Athletes are known for their road they take to

brands which can be the cause why some consumers do not rely on celebrity promoted product. This is supported Rice & Kelting (2012) who claimed that having a fit between a product and a celebrity is the only positive effect from having multiple endorsements (p.4-4). There are many ways on how celebrities can greatly influence people’s lives. In the past when someone asks

into contact with an attractive person.” This finding coupled with the already controversial topic of whether a journalist should endorse a commercial product for a stipend, raises some interesting concerns. Furthermore, does accepting these endorsements pose a threat to journalism and its ethics and constitute a conflict of interest [as to whether any journalist should endorse a commercial product]? Case in point, Reebok’s hiring of Erin Andrews, ESPN reporter and voted Playboy magazine’s sexiest

Sports Agents People have been entertained by sport since before the gladiators in the Roman Coliseum. In the 20th century, the publics’ passion for sport consumes more and more of their free time. As sports figures became internationally recognized, athletes began to realize their need for professional representation. Thus, sports agents were born. The field of sports agents has grown since then into an enormous field. Agents now deal with every aspect of an athlete’s life. Agents can be considered

As a sports fan I have always looked at athletes as well paid entertainers. These individuals are lucky enough to make millions playing a game that they would probably play for free. With the acquired wealth and visibility these professional athletes have it all. It has been suggested by many that these athletes should serve as role models. Charles Barkley former Nation Basketball Association all-star player disagreed vehemently with that sentiment. Mr. Barkley believed that athlete should not