The Effectiveness of a Celebrity Spokesperson in...

Many marketing companies have realized the importance of celebrity’s endorsement as a marketing communication tool. Corporations hire celebrities because they are individuals with â€Å"Celebrity Equality†. The awareness and association celebrities portray to consumer firm’s hope this branding transfer to the product they are selling. When corporations endorse a celebrity, they are taking on the possibility and risk of that the spokesperson may become involved in events that can have deleterious effects on the company and the product, they are advertising. â€Å"They’re human. When you sign on to a celebrity, you sign on to the whole package –the good, the bad, and the ugly† (L, Therese, K, Robert J, Robert, 2001). Throughout my paper, I†¦show more content†¦Marketers recognize the celebritys influence the message â€Å"the brand† the companies are trying to convey over to the consumer and their similarity. The marke ter also recognized consumer’s information input from the communicator â€Å"the celebrity†, whom they may have similar goals, interest or lifestyle with other than with a person they cannot relate. In addition, a celebrity is capable of transferring their image to the product the company is advertising. â€Å"Company have taken this opportunity into account and tries through using it as an advertising tool, to gain a high brand exposure, attention, interest, desire, and action(D, Chaboet, et al., 2005). The effectiveness of celebrity advertisement taps into consumer interest. Factors associated with celebrity effectiveness are creditability, knowledge, and trustworthiness and appearance. The creditability and effectiveness of the message depend on expertness and trustworthiness. A celebrity with a higher creditability is more effective than a less creditable message. â€Å"Advertiser will opt to use celebrities if they think they have a high level of creditability† (M, Mohan, et al., 2005). Celebrity’s knowledge and expertise of the brand play an important role on the valid assertions of the product. Majority of companies uses an expert spokespersonShow MoreRelatedAdvertising and Big Beer Ad Essay727 Words   |  3 Pagesfactors are perceived intention of source, correct use of celebrity endorsements and the appropriateness of the spokesperson with the content of the message. 2. What are the implications of the sleeper effect for the selection of spokespeople and the scheduling of advertising messages? The sleeper effect is the tendency for persuasive communication to lose the impact of source credibility over time. In terms of choice for a spokesperson, it is a good idea to select a controversial and famousRead MoreAdvertising and Promtion: The Effectiveness of a Spokesperson1810 Words   |  8 Pagesimportance of celebrity endorsement as a marketing communication tool. Corporations hire celebrities because they are individuals with â€Å"Celebrity Equality†. The awareness and association celebrities portray firm’s hope this branding transfers to the product they are selling. When corporation sign on a celebrity, they are taking on the possibility and risk of the spokesperson may become involved in events that can have deleterious effects on the spokesperson company and the product their advertising. â€Å"They’reRead More Shire Essay1273 Words   |  6 Pagesnbsp;nbsp;nbsp;nbsp;nbsp;The main goal of advertising is to motivate or persuade people to buy a pa rticular product or service, and among the media used to accomplish this are; radio, television, newspapers, and most importantly, magazines. In order for advertisements to successfully portray a product, they must be directed to the appropriate intended audience. In Rolling Stone and YM magazine, there are two advertisements that display a very attractive person gazing and posing to the viewer. In advertising, we are bombardedRead MoreThe Impact of Brand Endorsements on Consumer Behaviour in Mtn4568 Words   |  19 Pagesquality and timely delivery of goods and services. The promotional tools of advertising, public relations, personal selling, direct marketing and sales promotions can all be used to affect consumer behavior. However, the most common used is advertising. Advertising is defined as the use of paid mass media, by an identified sponsor, to deliver communications to target audiences.(David Pickton, Amanda Broderick) Advertising further has the three main objectives of informing, persuading and remindingRead MoreThe Consumer Attitudes Towards Brands Essay1316 Words   |  6 Pagesrevealed that there are declining returns attached with involving celebrities in advertising campaigns. For instance, the demands for remunerations by celebrities are rising with many celebrities endorse several brands at the same time and may at times, shift their endorsement to competing brands. The recent negative publicity generated by some celebrities increase the risk of negative returns; however, since the use of celebrities for brand promotion is constantly practiced by sponsors, it depictsRead MoreLiterature Review Celebrity Chef4456 Words   |  18 PagesLiterature search, methodology used 5 2.3. Description of sub-topics 6 3. SUMMARY OF LITERATURE REVIEWED 8 4. A REVIEW OF CELEBRITY ENDORSEMENT 9 4.1. Effectiveness of celebrity endorsement 9 4.2. The consumer 10 4.2.1. Association to celebrity endorsement 11 4.2.2. Perception of association 12 4.2.3. Attitudes towards the endorser 12 4.3. Positive or negative effects of celebrity endorsement 13 4.4. Purchase intentions 14 5. CONCLUSION 15 5.1. Implications for practitioners 15 5.2. ImplicationsRead MoreExploring The Impact Of Celebrity Endorsement On Consumer1097 Words   |  5 PagesEXPLORING THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER PREFERENCE AND BUYING BEHAVIOUR (A CASE OF SELECTED DIRECT TO HOME (DTH) SERVICE PROVIDERS IN JODHPUR) A RESEARCH PROPOSAL (SYNOPSIS) SUBMITTED TO THE DEPARTMENT OF BUSINESS ADMINISTRATION, FACULTY OF COMMERCE MANAGEMENT STUDIES, JAI NARAIN VYAS UNIVERSITY, JODHPUR, RAJASTHAN FOR THE REGISTERATION OF DEGREE OF DOCTOR OF PHILOSOPHY (PhD) UNDER THE SUPERVISION OF: SUBMITTED BY: Dr. M.L.VASITA Read MoreEffective Use of Celebrity Endorsement as an Advertising Strategy2878 Words   |  12 Pagesunderstanding of effective use of celebrity endorsement as an advertising strategy. The types of sources covered when conducting this research included journals, articles, books and dissertation which relevant to the celebrity endorsement. There are four main parts need to be emphasis, first is the history and background, second is evaluation of three theories model; which consists of TEARS model shows celebrity play an important role in facilitating advertising effectively, The Meaning TransferRead MoreEffective Use of Celebrity Endorsement as an Advertising Strategy2892 Words   |  12 Pagesunderstanding of effective use of celebrity endorsement as an advertising strategy. The types of sources covered when conducting this research included journals, articles, books and dissertation which relevant to the celebrity endorsement. There are four main parts need to b e emphasis, first is the history and background, second is evaluation of three theories model; which consists of TEARS model shows celebrity play an important role in facilitating advertising effectively, The Meaning TransferRead MoreChapter Two : Literature Review3209 Words   |  13 PagesChapter Two: Literature Review 2.1 Overview The term brand equity refers to the incremental value added by a brand name to a product (Pappu et al., 2011, cited in Farquhar, 1989). Celebrity Endorsements could be when there were consumer attachments to the popular figure who, which represented the products or services of the brands. Brands are popularised by different marketing techniques that navigate how the brand accumulates loyalty and trust amongst its consumer market (Chaudhuri Holbrook,

Human Cloning Essay - 1861 Words

Human Cloning There are many opinions on the topic of cloning, particularly on the controversy of human cloning. Lots of people have many fears over if we should continue this form of study, whereas others think that this technology should be pushed forward with high hopes. However, no side should rule out the other, but instead, should compliment one another. Both arguments should be heard and acknowledged before any decision is made towards this new area of study. For example, many people think that their fears are unanswerable and should cause the absolute ban on cloning. Although many scientists are in the field of cloning, many other people have scientific reasons why this shouldn’t happen. One reason is that if a human clone†¦show more content†¦Another concern with Dolly was that the clone was not entirely from one origin. It is now known that Dolly doesn’t carry the entire DNA structure of her ‘mother’. The clone could have received fetal cells, resulting in mixed DNA from a female and male, which means that Dolly was just the product of an artificial insemination. At this point, many scientists agree that it could have been a mistake, but other clones have been produced that are true clones, such as: October 3, 1997, Honolulu, created a mouse clone from cumulus cells surrounding an embryo named Cumulina, resulting in 50 clones with a success rate of 50:1 by July 1998; cloned monkeys at Oregon, March 1997, with possible success chances with humans; and others that you can find in the news nowadays. Along with these scientific arguments, many people also have moral issues. Moral issues play a big part in the ongoing battle over cloning. Under some main religions, arguments rise that the creation of life is against the will of ‘God’, and that humans shouldn’t have this power because it’s unnatural, and it shouldn’t be abused. However, some cloning scientists counter that in some religious texts, human is portrayed as a sort of co-creator with the ‘Supreme’. A certain group, led by Rael (formerly known as Claude Vorilhorn and president of â€Å"Clonaid†), claim that he was visited by aliens in 1973 who said they created life by cloning their own DNA and genetically changingShow MoreRelatedThe Cloning Of Human Cloning1449 Words   |  6 Pagesto live up to 1,000 years old is alive today. However, many humans have a fear that this power of creation is fashioning an earthy trinity of man, science, and technology. Many of those who believe and fear this idea are apprehensive of various upcoming techno logical advances. After the first successful cloning experiment of a sheep, Dolly, scientists have looked into human cloning and the benefits it would offer humanity. Cloning of humans would give parents who are infertile the possibility to haveRead MoreThe Cloning Of Human Cloning1332 Words   |  6 PagesCloning Science today is developing at warp speed. We have the potential to do many things, which include the cloning of actual humans and animals. The question no longer seems to be if we will clone humans, but when? Somewhere, sometime, a human clone will be born. This fact has exploded the world into a global debate. Will large armies of soldiers be raised to fight our wars? Or perhaps we will create a race of slaves to do our dirty work. Cloning is becoming more credible and concrete idea ratherRead MoreThe Cloning Of Human Cloning1006 Words   |  5 PagesTwins? Or is it clones? It has been known that identical twins are natural clones. The question is, what is cloning? Cloning is the process of making a genetically identical organism through the use of a DNA sample. There are three different types of artificial cloning: gene cloning, reproductive cloning and therapeutic cloning. Dolly, the sheep, was the first mammal to have been successfully cloned from an adult cell. There is a spe cific procedure that has to be followed for a clone to be madeRead MoreThe Cloning Of Human Cloning1774 Words   |  8 PagesIntroduction- Cloning is defined as two organisms having identical genetic DNA and has been around since the early 1800s. When people think of the word ‘cloning’ many think of Dolly the sheep; however, the first organism to ever be cloned was a sea urchin in 1885. When scientists created Dolly, they took a cell from the mammary gland from an adult Finn Dorset sheep and an egg cell from a Scottish blackhead sheep. Dolly’s white face was the first sign that she was genetically modified because if sheRead MoreCloning And Its Implications On Human Cloning1497 Words   |  6 PagesCloning and Its Sociobiological Implications Picture this: walking down a street and seeing someone who looks exactly like you. They do the same things as you, act the same way you do, and are exactly alike in several ways. But have people ever considered the consequences of human cloning if it becomes permitted? Human cloning might seem like something out of a science-fiction novel, but it may someday be possible with advances in science and technology. This will result in the creation of severalRead MoreThe Human Of Human Cloning2049 Words   |  9 PagesHuman Cloning Nowadays, in the twenty-first century, advances in medical sciences are being more and more common. As people become sicker, scientist try to find the way to solve that prob-lem. There are many series of medicaments, surgeries, and machines that have been develop to satisfy the necessities of modern society. However, all these techniques and options are not enough to cure many diseases or other types of problems such as amputations, transplants, and so on. As a result, scientists tryRead MoreThe Prospect Of Human Cloning1295 Words   |  6 Pages The prospect of human cloning was introduced in February 1997 when an embryologist was able to produce a lamb through the process of cloning. Once the lamb was cloned, the question of whether research for human cloning came into being. Society and researchers have feuded over whether human cloning should be banned or allowed for research and reproduction purposes. Each side has reasonable ideologies to continue their stance towards the oppo sing argument. Pro- cloners believe that the research developedRead MoreThe Ethics Of Human Cloning918 Words   |  4 Pages and human cloning. The idea of human cloning is most interesting because it is most mysterious and very complex. The topic of human cloning inclusively brings up issues also raised in the mentioned technologies. Human cloning is of two types: therapeutic and reproductive. Therapeutic cloning aims to produce tissues or organs from cells of a cloned embryo, whereas reproductive cloning aims to further develop the cloned embryo into a human being (Glannon 89). Motivations for human cloning are therapeuticRead MoreThe Problem Of Human Cloning1034 Words   |  5 PagesThroughout this paper, I will be talking about the topic of human cloning. However, there are many who have concluded to different definitions. To clarify, and use a specific definition, the American Medical Association defines the method of cloning as the production of genetically identical organisms. In summary, the process of cloning is producing a child, with completely identical genes, or parent. It is important to realize that cloning does not necessarily produce an exact replica of the individualRead MoreHuman Cloning Is Justified?1295 Words   |  6 PagesResearch Paper: Human Cloning is Justified Imagine a world where disease was non-existent, long term injuries could be healed in half the time, a world where our life spans could be greatened to an extent never seen before by man. This could be achieved with the cloning of humans, artificial cloning is the next evolutionary step for mankind.Although many would claim human cloning is unethical and dangerous, there are procedures at hand currently that are far from that. The act of human cloning allows for

The Address by Marga Minco free essay sample

The Address by Marga Minco, the author suggests that people do not realize what they take for granted until they do not have them anymore. We will write a custom essay sample on The Address by Marga Minco or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page In the excerpt, the narrator is in a house with all her possessions, and the daughter of the woman who took all these possessions has no idea what is going on. Long ago, the narrator’s mother had given all her worldly possessions to a strange lady, who always took everything away with a look of greed. The narrator has come to the house with all the possessions, and it suddenly hits her that all her memories are just through the doorway.When she enters, she sees all of her possessions, â€Å"in a room which I both knew and didn’t know†. This one simple line describes how she feels, how though all  n The Address by Marga Minco, the author suggests that people do not realize what they take for granted until they do not have them anymore. In the excerpt, the narrator is in a house with all her possessions, and the daughter of the woman who took all these possessions has no idea what is going on.Long ago, the narrator’s mother had given all her worldly possessions to a strange lady, who always took everything away with a look of greed. The narrator has come to the house with all the possessions, and it suddenly hits her that all her memories are just through the doorway. When she enters, she sees all of her possessions, â€Å"in a room which I both knew and did n’t know†. This one simple line describes how she feels, how though all