Question

Topic: Student Questions

Celebrity Endorsement

Posted by Anonymous on 2/26/2010 at 11:48 AM ET 250 Points
Hi,

I'm doing my thesis on celebrity endorsement, and it was going well until I got to my contextualisation. For starters, I'm not really sure how to do a contextualisation, and then I emailed as many companies as possible to get information on endorsement strategies and all said they were too busy... Now I don't know how I'm going to get my information and I'm very stressed.

Is there anyone who can give me some advice or help?

Thanks a million
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RESPONSES

  • Posted by Clare Mckee MA on 2/26/2010 at 3:43 PM Accepted
    "For starters, I'm not really sure how to do a contextualisation"
    you must ask your tutors for further explanation else you could answer the wrong question in the wrong way. Start there and then worry about the next step or ask them for ideas.
  • Posted on 2/27/2010 at 10:52 AM Accepted
    I have no idea what "contextualization" is or how to do it. But you might be able to find some information about how companies evaluate the appropriateness of a celebrity endorser at Q-Scores (www.qscores.com).

  • Posted on 2/28/2010 at 6:45 AM Author
    I have figured out how to do the contextualisation, I just have no idea where I can get information about celebrity endorsement from companies. I have emailed Coke, Pepsi, Gillette, 02, and so many others and they all said they couldn't help me. Thanks for the Q-Scores suggestion but I emailed them a week ago and no reply :(

    Any other suggestions? Thanks :)
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