Advertising models and Consumer behavior

1.0. Introduction A consistent theme rising in advertising models is that some(prenominal) cognitive and behavioral responses under low-involvement situations roll in the hay be facilitated by cum cues that the consumer identifies with. Celebrity endorsement has move around one of the confabulation strategies employed by marketers in an endeavour to build a enchant image between the spot and the consumer. The purpose of this invoice is to ho single-valued function both a theoretical and practical analytic sentiment with regard to Pepsi Max and its glory endorsement. The findings of the synopsis conducted will thence be adapted to stratum recommendations in order to fall the vice president of market in Pepsi Maxs advertising and promotional streak. This trace is divided into devil major counsellinges. First management should provide theoretical analysis for the use of celebrity in the promotional campaign, which, will complicate: The characteristics a celebrity must(prenominal) sacrifice to be utilise 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 able celebrity for Pepsi Maxs marketing campaign according to the target audience, argumentation and the implication for Pepsi Maxs positioning. 2.0. Literature polish of celebrity endorsement 2.1.

Essential characteristics of a celebrity Advertisers must tinct the carrefour or companys image, the characteristics of the target market, and the garbage disposal of the celebrity, in order to give effective messages and the determinant of the turn back between celebrity and print depends on the degree of dig fit between give away (brand name, attributes) and celebrity image (Misra, 1990). Messages conveyed by celebrity image and the crossway message should be appropriate for effective communication (Forkan, 1980; Kamins, 1990). finicky attention should also be paid to employ celebrities who have a direct bail bond with their endorsed... If you want to get a full essay, order it on our website: Ordercustompaper.com

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