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One of the major problems that the marketing world faces is how to successfully market a new product to the consumer There are numerous different tools or instruments that the consumer has to choose from ranging from direct-marketing to sponsorship The term that is used to solve this problem is marketing communication Marketing communication is defined as the mass communication of a company with its customers in order to inform customers about brands products and services and to give them a favorable impression about these products and services To accomplish the goal of marketing-communication a marketing-communication instrument or discipline needs to be designed This instrument is defined as a specific form of marketing-communication with its own media expertise and organization An instrument can combine many different medias in attempt to reach the consumer Two very popular and highly successful marketing-communication instruments are sponsorship and advertising These two tools can be combined to create a marketing-communication campaign that appeals to consumers and that inspires consumers to purchase the product or products in the campaign In todays world celebrity status is very important and strongly recognized Celebrities set the bar that average people strive to reach They are respected by adults and act as role models to young people An endorsement of a product by a celebrity is very influential on the publics opinion of the product The idea that the consumer thinks if heshe likes that product then I should like that product is what makes endorsement such a highly effective marketing-communication instrument Endorsement and advertising can be used effectively on many different markets of products The products can range from athletic equipment to cosmetics These are both two very different products but they could both be effectively marketed with the marketing-communication instruments of endorsement and advertising To narrow down the idea of celebrity sponsorship of a product in order to see the effectiveness the focus will be aimed on professional athletes endorsements
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