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 can be facilitated by source cues that the consumer identifies with. Celebrity endorsement has become champion of the confabulation strategies implemented by marketers in an attempt to fortify a appropriate flesh among the brand and the consumer. The point of this invoice is to provide both a theoretical and working analytic thinking with regard to Pepsi Max and its laurels endorsement. The findings of the analytic thinking conducted will indeed be adapted to form pressations in establish to hang the vice president of marketing in Pepsi Maxs advertising and promotional campaign. This report is divided into two major counsellinges. First focus should provide theoretical analysis for the phthisis of credit in the promotional campaign, which, will include: The characteristics a notoriety must have to be used in a promotional campaign, the advantage and disadvantages of using a glory and the reference crowd factor of significance to the use of celebrity in promotional campaign. Second focus of the report is to recommend a sufficient celebrity for Pepsi Maxs marketing campaign check to the tar take away audience, contention and the implication for Pepsi Maxs positioning. 2.0. Literature review of celebrity endorsement 2.1.

Essential characteristics of a celebrity Advertisers must distort the product or companys image, the characteristics of the target market, and the disposition of the celebrity, in order to establish effective messages and the determi! nant of the match between celebrity and brand depends on the degree of comprehend fit between brand (brand name, attributes) and celebrity image (Misra, 1990). Messages conveyed by celebrity image and the product message should be congruent for effective colloquy (Forkan, 1980; Kamins, 1990). Special attention should also be paid to employ celebrities who have a direct alliance with their endorsed... If you want to get a full essay, order it on our website: BestEssayCheap.com

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