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10 Introduction A consistent theme emerging in advertising models is that both cognitive and behavioral responses under low-involvement situations can be facilitated by source cues that the consumer identifies with Celebrity endorsement has become one of the communication strategies employed by marketers in an attempt to build a congruent image between the brand and the consumer The purpose of this report is to provide both a theoretical and practical analysis with regard to Pepsi Max and its celebrity endorsement The findings of the analysis conducted will then be adapted to form recommendations in order to assist the vice president of marketing in Pepsi Maxs advertising and promotional campaign This report is divided into two major focuses First focus should provide theoretical analysis for the use of celebrity in the promotional campaign which will include The characteristics a celebrity must have to be used in a promotional campaign the advantage and disadvantages of using a celebrity and the reference group factor of significance to the use of celebrity in promotional campaign Second focus of the report is to recommend a suitable celebrity for Pepsi Maxs marketing campaign according to the target audience competition and the implication for Pepsi Maxs positioning 20 Literature review of celebrity endorsement 21 Essential characteristics of a celebrity Advertisers must match the product or companys image the characteristics of the target market and the personality of the celebrity in order to establish effective messages and the determinant of the match between celebrity and brand depends on the degree of perceived fit between brand brand name attributes and celebrity image Misra 1990 Messages conveyed by celebrity image and the product message should be congruent for effective communication Forkan 1980 Kamins 1990 Special attention should also be paid to employ celebrities who have a direct connection with their endorsed product and who are perceived to be experts by the target audiences Till and Busler 1998 If there is no congruency
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