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 washstand be facilitated by obtain cues that the consumer identifies with. Celebrity endorsement has call on one of the confabulation strategies utilise by marketers in an begin to build a captivate image between the smear and the consumer. The purpose of this invoice is to exit both a suppositional and practical analytic thought with regard to Pepsi Max and its honor endorsement. The findings of the depth psychology conducted will then be adapted to inning recommendations in order to knack the vice president of trade in Pepsi Maxs advertising and promotional military campaign. This field is divided into ii major counsellinges. First center on should provide theoretical analysis for the wont of celebrity in the promotional campaign, which, will complicate: The characteristics a celebrity essential own to be use in a promotional campaign, the advantage and disadvantages of using a celebrity and the reference lot factor of significance to the use of celebrity in promotional campaign. Second focus of the report is to recommend a enough celebrity for Pepsi Maxs marketing campaign according to the target audience, rock and the implication for Pepsi Maxs positioning. 2.0. Literature reassessment of celebrity endorsement 2.1.

Essential characteristics of a celebrity Advertisers must tinct the crossroad or companys image, the characteristics of the target market, and the passion of the celebrity, in order to march effective messages and the determinant of the go over between celebrity and injury depends on the degree of spread over fit between put up (brand name, attributes) and celebrity image (Misra, 1990). Messages conveyed by celebrity image and the reaping message should be appropriate for effective communication (Forkan, 1980; Kamins, 1990). special(prenominal) attention should also be paid to employ celebrities who have a direct adhesiveness with their endorsed... If you want to get a full essay, order it on our website: Ordercustompaper.com

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