Advertising models and Consumer behavior

1.0. Introduction A consistent theme emerging in advertising models is that some(prenominal) cognitive and behavioral responses under low-involvement situations can be facilitated by source cues that the consumer identifies with. Celebrity endorsement has become unitary of the confabulation strategies engagemented by marketers in an attempt to inning a appropriate mountain chain between the brand and the consumer. The endeavor of this invoice is to provide both a theoretical and applicative analytic thinking with regard to Pepsi Max and its laurels endorsement. The findings of the depth psychology conducted will indeed be adapted to form pep upations in auberge to hang the vice president of marketing in Pepsi Maxs advertising and promotional campaign. This report is divided into two study counsellinges. First focus should provide theoretical analysis for the purpose of renown in the promotional campaign, which, will include: The characteristics a notoriety must have to be used in a promotional campaign, the advantage and disadvantages of using a celebrity and the reference crowd factor of significance to the use of celebrity in promotional campaign. Second focus of the report is to recommend a sufficient celebrity for Pepsi Maxs marketing campaign accord to the tar depress audience, contention and the implication for Pepsi Maxs positioning. 2.0. Literature review of celebrity endorsement 2.1.

Essential characteristics of a celebrity Advertisers must meet the product or companys image, the characteristics of the target market, and the disposition of the celebrity, in order to establish ef fective messages and the determinant of the ! match between celebrity and brand depends on the degree of comprehend 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 confabulation (Forkan, 1980; Kamins, 1990). Special attention should also be paid to employ celebrities who have a direct alliance with their endorsed... If you want to get a full essay, order it on our website: BestEssayCheap.com

If you want to get a full essay, visit our page: cheap essay