Docsity
Docsity

Prepare for your exams
Prepare for your exams

Study with the several resources on Docsity


Earn points to download
Earn points to download

Earn points by helping other students or get them with a premium plan


Guidelines and tips
Guidelines and tips

Marketing Strategies: When Celebrity Endorsements May Be Detrimental, Assignments of Microeconomics

DoubleDate Sale Assignment for Microeconomics DoubleDate Sale Assignment for Microeconomics DoubleDate Sale Assignment for Microeconomics

Typology: Assignments

2021/2022

Uploaded on 02/06/2023

HuyTrann
HuyTrann 🇻🇳

2 documents

1 / 1

Toggle sidebar

This page cannot be seen from the preview

Don't miss anything!

bg1
1.
Most marketers choose an advertising spokesperson or source with high credibility. However,
there are some reasons why it may be unnecessary or detrimental to use a source who is high in
credibility:
- The cost of acquiring the celebrity
- The celebrity’s match with the target audience and the product/service or brand
- The risk of controversy between the spokesperson and the products
- The celebrity’s familiarity and likability among the target audience
- The celebrity may overshadow the product being endorsed
- The celebrity may be overexposed, reducing his or her credibility
- The target audience may not be receptive to celebrity endorsers
- The celebrity’s behavior may pose a risk to the company
2.
Companies like P&G and KF have found success by increasing their integrated marketing
communications budget even during recession. Here are some reasons that leading to their
success:
- They consider money using in IMC plan is an investment for the future and it will be return.
- Continuing advertising helps in sustaining market leadership
- Maintain brand value and protect brand value through time, leading to a better customer
relationship.
- Leads toa positive customer perception about the credibility of the brand being advertised
Tran Doan Gia Huy 22117004

Partial preview of the text

Download Marketing Strategies: When Celebrity Endorsements May Be Detrimental and more Assignments Microeconomics in PDF only on Docsity!

Most marketers choose an advertising spokesperson or source with high credibility. However, there are some reasons why it may be unnecessary or detrimental to use a source who is high in credibility:

  • The cost of acquiring the celebrity
  • The celebrity’s match with the target audience and the product/service or brand
  • The risk of controversy between the spokesperson and the products
  • The celebrity’s familiarity and likability among the target audience
  • The celebrity may overshadow the product being endorsed
  • The celebrity may be overexposed, reducing his or her credibility
  • The target audience may not be receptive to celebrity endorsers
  • The celebrity’s behavior may pose a risk to the company
  1. Companies like P&G and KF have found success by increasing their integrated marketing communications budget even during recession. Here are some reasons that leading to their success:
  • They consider money using in IMC plan is an investment for the future and it will be return.
  • Continuing advertising helps in sustaining market leadership
  • Maintain brand value and protect brand value through time, leading to a better customer relationship.
  • Leads toa positive customer perception about the credibility of the brand being advertised

Tran Doan Gia Huy 22117004