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This question has been answered, and points have been awarded.
Posted by Anonymous on
10/11/2004 at 7:44 AM ET
I am just starting my final year disertation and am doing it on the effects of celebrity endorsers. I would like to know if the effects have been more positive rather than negative (both upon the celebrity and especially the company)
10/11/2004 at 7:58 AM
here are some past questions that might provide some insite:
hope this helps, and please dont close the question for a couple of days to let everyone have a chance to answer the question.
have a nice day
(i am only a frist year marketing student)
10/11/2004 at 9:35 AM
yea, check the links provided by Carl as there has been quite a few questions on this topic in last few months.
also check these links, past questions on this topic at KHE.
this question will give you perspective of CE from Indian market perspective.
this one will give you info regarding the ethics of CE.
hope this helps.
10/11/2004 at 10:15 PM
and you'll have enough information to fill your files.
10/24/2004 at 3:38 AM
You may have quite a few references to munch over by now.
One indicator of the positive contribution of celebrities to a product's sales is the repetition of the advertisement involving the celebrity, and the successful (supposedly)campaign ad. In India, the affiliation of a celebrity like the cricketer, Sachin Tendulkar, to a major brand like TVS, seems to be a successful one. The ad featuring Sachin is often repeated in popular print media's like newspapers, mags etc. Also, the product seems to be a top seller too.
Therefore, one idea for you is to search for positive correlations between the ads using celebrities, and the sales figures of the company promoted (with particular reference to the product projected in the campaign). In the case of TVS it was the popular bike 'TVS Victor'.
Hope these thoughts help!!
10/24/2004 at 3:51 AM
here are some japanesse ads that feature american stars, who would normally never do a similer ad in america.
hope this helps
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