Advertising models and Consumer behavior

1.0. Introduction A consistent theme acclivitous in advertising models is that some(prenominal) cognitive and behavioral responses under low-involvement situations toilette be facilitated by first cues that the consumer identifies with. Celebrity endorsement has turn one of the confabulation strategies employed by marketers in an plan of attack to build a allow for image between the shop and the consumer. The purpose of this invoice is to depart both a theory-based and practical analytic persuasion with regard to Pepsi Max and its honor endorsement. The findings of the epitome conducted will therefore be adapted to strain recommendations in order to see the vice president of merchandising in Pepsi Maxs advertising and promotional shake up. This track is divided into deuce major counsellinges. First centering should provide theoretical analysis for the economic consumption of celebrity in the promotional campaign, which, will allow: The characteristics a celebrity essential select to be apply in a promotional campaign, the advantage and disadvantages of using a celebrity and the reference collection factor of significance to the use of celebrity in promotional campaign. Second focus of the report is to recommend a comfortable celebrity for Pepsi Maxs marketing campaign according to the target audience, statement and the implication for Pepsi Maxs positioning. 2.0. Literature criticism of celebrity endorsement 2.1.

Essential characteristics of a celebrity Advertisers must tinct the harvest-tide or companys image, the characteristics of the target market, and the zest of the celebrity, in order to build up effective messages and the determinant of the teammate between celebrity and inciter depends on the degree of embrace fit between shop (brand name, attributes) and celebrity image (Misra, 1990). Messages conveyed by celebrity image and the production message should be appropriate for effective communication (Forkan, 1980; Kamins, 1990). particular attention should also be paid to employ celebrities who have a direct coalescency with their endorsed... If you want to get a full essay, order it on our website: Ordercustompaper.com

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