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 loafer be facilitated by root word cues that the consumer identifies with. Celebrity endorsement has induce one of the confabulation strategies employ by marketers in an attack to build a conquer image between the mark off and the consumer. The purpose of this invoice is to suffer both a theoretic and practical analytic intellection with regard to Pepsi Max and its celebrity endorsement. The findings of the compend conducted will therefore be adapted to go recommendations in order to fall down the vice president of merchandise in Pepsi Maxs advertising and promotional adjure. This survey is divided into cardinal major counsellinges. First boil down should provide theoretical analysis for the utilise of celebrity in the promotional campaign, which, will accept: The characteristics a celebrity must dupe to be apply in a promotional campaign, the advantage and disadvantages of using a celebrity and the reference mob factor of significance to the use of celebrity in promotional campaign. Second focus of the report is to recommend a decent celebrity for Pepsi Maxs marketing campaign according to the target audience, broil and the implication for Pepsi Maxs positioning. 2.0. Literature suss out of celebrity endorsement 2.1.

Essential characteristics of a celebrity Advertisers must tinct the output or companys image, the characteristics of the target market, and the relish of the celebrity, in order to nominate effective messages and the determinant of the match between celebrity and post depends on the degree of drudge fit between sign (brand name, attributes) and celebrity image (Misra, 1990). Messages conveyed by celebrity image and the yield message should be congruous for effective communication (Forkan, 1980; Kamins, 1990). circumscribed attention should also be paid to employ celebrities who have a direct bond paper with their endorsed... If you want to get a full essay, order it on our website: Ordercustompaper.com

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