Celebrity Endorsements

Celebrity Endorsements In the Beauty sector industry, L’Oreal ranks on the top amongst the other brands, and has also undertaken many celebrity endorsements (Wang W.S, 2006). To comprehend the influence of celebrity endorsement on â€Å"L’Oreal Paris† a methodical study is required. This chapter has been divided into two sections, the first begins with a brief description about celebrity endorsements, in addition the previous and the current scenario of celebrity endorsements, whereas the second section talks about the brand L’Oreal, its performance in the industry, the celebrity endorsements it has undergone, furthermore any risks it has faced while endorsing and lastly how has it been influenced by celebrity endorsements   A key challenge that marketing agencies face today to get noticed in the highly competitive market is that of designing an â€Å"advertising execution†. There are many ways through which agencies can secure consumers, amongst them one form is celeb rity endorsement (Robert van Der Veen analysis of celebrity endorsement as an effective destination marketing tool, 2004).The concept of â€Å"celebrity endorsement† has been increasing over the decades and now is a widespread advertising strategy. Celebrity endorsement since ages has been used as an effective source of marketing to promote products and services. (Nathan Klaus, and Ainsworth Anthony Bailey, Celebrity endorsement: an examination of gender and consumer attitudes, American Journal of Business, 2008 vol.23 no.2). At present, one will find almost every advertisement involving a celebrity, these celebrities act as spokespersons so as to advertise and promote products, services and ideas. (Cited in Kambitsis et. al 2002, Rajakaski JJ, Simonsson R.2006). Now Celebrity endorsement is a well established form of advertising strategy, especially in the U.S where approximately twenty percent of all the television commercials present a celebrity or a famous person and in a ddition, approx ten percent of dollars spent on television advertising are consumed in celebrity endorsement. (Cited in advertising age Sherman 1985, Agrawal & Kamakura, 1995). The celebrities when are endorsed for a product they are expected to accomplish a number of objectives such as increasing the brand image, brand name, product creditability, and also the likability of the advertisement.(Brunett et all 1993 cited in Marin 1996). Firms use celebrity endorsement not just for increasing revenues but also its importance lies in the fact that how celebrity endorsement add value to company, brand and product.(Clinton Amos, Gary Holmes, David Strutton, Exploring the relationship between celebrity endorser effect and advertising effectiveness, International Journal of advertising , 27(2), 209-234, world advertising research center) Using celebrities for advertising helps the brand by acquiring better and more attention from the consumers, they add glamour to the product/brand and make it more credible, desirable and trustworthy. (Spielman, 1981 cited in Renton , 2006).According to Friedman and Friedman (1979) â€Å"a celebrity is an individual who is known by the public for his achievements in area other than that of the product class he is endorsing†. Famous people achieve a high degree of attention from the public and media. As a result of their celebrity status they create a positive image of the product they endorse. Murdoch argues that Belch and Belch has written   â€Å"Marketers recognize that people are more likely to be influenced by   a message coming from someone with whom they feel a sense of similarity, and that advertisers recognise the value of using spokes person who are admired: TV and movie stars, athletes, musicians, and other popular figure † (Murdoch, Creativity in advertising).There are a variety of reasons why a firm might go for celebrity endorsement some reasons may be the experiences that the celebrity faced in his l ife may be similar to the message to be conveyed in the advertisement and if you are a fan of the celebrity you might trust them..(Kulkarni and Gaulkar,   2007). Hence, Choosing a celebrity should be done with at most care and importance since it is more than a marketing strategy as it is a decision that has an impact on the prospect of the brand. Choice of celebrity should be on the basis of factors like appeal, popularity, etc.(Naveen Blazey and Shashi Kanth Ganti, Goa institute of management Goa, Impact of celebrity endorsement on overall brand)

Journal write whats on your mind Assignment Example | Topics and Well Written Essays - 250 words

Journal write whats on your mind - Assignment Example I felt weak and I wanted to get better much faster. Each day I woke up, I was asking myself, when will be over? Soon enough, I recovered, though for two weeks after that, I lost weight because of the trauma of the stomach flu that affected my appetite. Stomach flu is such a terrible disease to get during summer. I felt I wasted so much time on such a horrible illness. I am happy to be graduating soon. I feel that I will have greater independence in college and I have more opportunities to develop different and new knowledge and skills. Still, I am also fearful. What should I take in college? Why should I take it? Do I really know who I want to be when I grow up? I do not know the answers yet. I am in the process of understanding what I want and what I need. I want a degree that will help me fight for my real dreams. What are my dreams anyway? I have to think about college further and consider many options. Sometimes, having too many options is not that good. It takes me to make decisions longer. It makes me feel unsure of decisions that I already made. On the contrary, having many options means freedom too. It gives me the freedom to consider other opportunities in life. Oh what to do in college? I am unsure. I know I must be a good time-management person because I have a social life despite being busy in school. Sometimes, I have to admit I neglect school activities because I choose to do my extra-curricular activities or family and friend activities. I want to enjoy my life, but I do not want to have poor school grades. I am aware of my grades and I want to make my parents happy through high grades. High grades tell them I appreciate their hard work and sacrifice and that I want to make them feel proud of me. What I do to balance different activities is I try to schedule my time among these activities. I set aside time for school assignments and then time for family, friends and other things I want to do. I would love to be active in sports too or

Outline Proposal Research Example | Topics and Well Written Essays - 500 words

Outline - Research Proposal Example Gender conflicts have become one of the major consequences for several leading retail chain organizations within the industry. It is true that these multinational leading retail chain organizations have developed workplace diversity in the business operation process in order to ensure effective knowledge sharing within the workplaces. However, several organizations are trying to maintain gender equality in the workplaces in different global places in order to maintain strong relationship with the valuable internal and external stakeholders (Daft, 2010, p.21). Application of â€Å"Stakeholder Theory† sustainability theory can be implemented in the study with respect to the selected topic issues i.e. workplace gender conflicts in leading retail chain organizations. Gender conflicts can be considered as one of the serious CSR or SD issues that can hamper the social sustainability of an organization (Eifler and Seifert, 2009, p.269). It is true that the external stakeholders gener ally take interest in the business operation process and business performance of an organization if that organization successfully meets the developed corporate values, business ethics and social or communal demand (Sims, 2003, p.104). This research will majorly focus on the application of this theory to analyze the particular issues. Valuable related thoughts and views of different authors have been considered in this part of the research to meet the developed research objective. There are two types of research methods, such as qualitative and quantitative research methodology. Quantitative research methodology generally deals with the numerical data on the other hand qualitative research methodology generally deals with inner feelings, behaviour and response of the respondents towards asked questions based on the research objective (Kothari, 2004, p.21). Qualitative research methodology has been selected based on the exploratory nature of the study (Kuada, 2012, p.57). In