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This question has been closed, and points have been awarded.
Celebrity Endorsers
Posted By: MCAGQUIN* on 10/11/2004 6:44 AM (CST) 250 Points
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)

Posted by: Carl Crawford Accepted Answer
10/11/2004 6:58 AM (CST)
hi Mcagquin,

here are some past questions that might provide some insite:


http://www.marketingprofs.com/ea/qst_question.asp?qstID=3381

http://www.marketingprofs.com/ea/qst_question.asp?qstID=3129

http://www.marketingprofs.com/ea/qst_question.asp?qstID=1996

http://www.marketingprofs.com/ea/qst_question.asp?qstID=1473

http://www.marketingprofs.com/ea/qst_question.asp?qstID=974

http://www.marketingprofs.com/ea/qst_question.asp?qstID=98

http://www.marketingprofs.com/ea/qst_question.asp?qstID=1996

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

Carl Crawford

(i am only a frist year marketing student)
 
Posted by: Mushfique Manzoor Member Response
10/11/2004 8:35 AM (CST)
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.

http://www.marketingprofs.com/ea/qst_question.asp?qstID=3381#23506

this question will give you perspective of CE from Indian market perspective.

http://www.marketingprofs.com/ea/qst_question.asp?qstID=3141#21558

this one will give you info regarding the ethics of CE.

hope this helps.

cheers!!
 
Posted by: mgoodman Member Response
10/11/2004 9:15 PM (CST)
Visit www.qscores.com and you'll have enough information to fill your files.
 
Posted by: jose04 Accepted Answer
10/24/2004 2:38 AM (CST)
Hello MCAGQUIN

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!!
 
Posted by: Carl Crawford Member Response
10/24/2004 2:51 AM (CST)
hi MCAGQUIN,

here are some japanesse ads that feature american stars, who would normally never do a similer ad in america.

http://www.japander.com/japander/

hope this helps

Carl Crawford
 
Posted by: MCAGQUIN* Author Response
10/25/2004 6:30 AM (CST)
Thank you for all responses. I am overwhelmed at how much information I could use, looking at all aspects. I hadn't thought of measuring the effectiveness (with regards to sales and profits) so this has been extremly helpful.
I will be looking at international CE especially so thanks for the Links Carl
MCAGQUIN
 
Posted by: Val (Moderator)* Moderator Response
10/26/2004 1:08 AM (CST)
Hello all. I am closing this question, since its more than 10 days old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions. Thanks, so much, for participating!

Val (Moderator)
 


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