AN INQUIRY INTO THE EFFICIENCY OF CELEBRITY ENDORSEMENT AS A MARKETING Dissertation

AN INQUIRY INTO THE EFFICIENCY OF CELEBRITY ENDORSEMENT AS A MARKETING COMMUNICATIONS STRATEGY IN MORDERN SOCIETY - Dissertation ExampleFurthermore, factors such as the sexual activity and age of the focus group were also taken into consideration as it greatly affects the findings of the study. On the keister of this study, it was observed that findings regarding the effect of glory endorsements as a marketing communications strategy could be shared out into three key areas, namely the sensing of consumers with regard to a particular celebrity and his /her association with a cross off / harvest-feast or service key factors which must be taken into consideration firearm choosing a celebrity for endorsing a particular brand or point of intersection and finally develop a strategic model for Data Analysis In order to measure the attitudes and perception of consumers towards a product celebrity endorsements various variables leave behind be studied such as - their views on the advertisement perception of the brand based on that advertisement and the influence on their purchase finis. The differences in their perceptions with regard to the celebrity endorsements will be measured on the base of operations of their attitudes towards single celebrity ads (i.e. a product endorsed by one celebrity) and multiple celebrity ads (i.e. same product endorsed by multiple celebrities). The data will be then analyzed on the basis of percentage of respondents in accordance with these variables such as gender, age, educational background etc. On the basis of the literature review, and the observations likely to be made on the basis of the personal interviews, it could be stated that the success or failure of any celebrity endorsement is a result of several attributes, which will be presented in the questionnaire. This includes - match between the product and the celebrity endorsing it the option of celebrity and the target audience the popularity of the celebrity the c redibility or image of that celebrity in the assiduity the values they endorse their physical appearances their appeal i.e. locally as well as internationally the likeliness of the risk of them (celebrities) getting involved in a conflict or a controversy and the piece of brands endorsed by the said celebrity. These attributes play a key role in influencing the consumers purchase decision and hence must be taken into consideration by the marketers / organizations prior to associating themselves with a celebrity. This information will be presented in the form of graphs, for better clarification the same is depicted in the figure under Figure 1 Factors taken into consideration while selecting a celebrity for endorsing a given brand / product The rating will be shown on the x axis while the attributes will be shown on the Y axis. The numbers 1 to 9 indicate the attributes mentioned above, which are taken into consideration by marketers while endorsing a product. The findings in th is chart will be based on the observations made as well as on the findings observed in literature review section. In recent times, the global business has become highly complicated and hence the choice of a right celebrity for the product is extremely crucial for the organizations. Their decision strategy may