Marketing IIB (Integrated Marketing Communications) Chpt.12 - Traditional Advertising Media
All for this textbook (10)
Written for
University of the Witwatersrand (wits)
Integrated Marketing Communications (BUSE2027)
All documents for this subject (9)
Seller
Follow
ProfBurgerQueen
Content preview
Integrated Marketing Communications by ProfessorBurgerQueen
Endorsers and Message Appeals in Advertising
- Celebrity endorsements are a popular way for marketers to promote their brands,
products, and services. By transferring the positive image and characteristics of a
celebrity onto the brand, marketers aim to trigger consumers' intent to purchase or
use the endorsed product or service
Practical Considerations in the Selection of Endorsers
1) Celebrity and Audience Match-up
2) Celebrity and Brand Match-up
3) Celebrity Credibility
4) Celebrity Attractiveness
5) Cost Considerations
6) Working Ease and Difficulty Factor
7) Saturation Factor
8) Trouble Factor
Typical Person Endorsements
- Show regular people using or endorsing products
- Avoid the backlash from using “beautiful people” who may be resented
- Real personal experience of the benefits of the particular brand grants a degree of
credibility
- It is more effective to use multiple people rather than a single individual
- Q-Rating/Q-Score
- Q = (popularity / familiarity) x 100
- Q = number of people who describe the source as“one of their favourites”
number of people who know of the source x
100
Success Factors for Athlete Endorsers
- Attention getters
- Large market exposure needed
- Good rapport with media
- Charisma, honesty
- Someone who is known by everyone – not just in sports
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller ProfBurgerQueen. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.41. You're not tied to anything after your purchase.
