0 valutazioniIl 0% ha trovato utile questo documento (0 voti)
202 visualizzazioni3 pagine
This document analyzes the effectiveness of celebrity endorsements for advertising products and building brand image. It discusses factors to consider when choosing a celebrity endorser such as brand image, target market, and the FRED model of familiarity, relevance, esteem and differentiation. The document also examines Max's Restaurant's use of celebrity endorsers Piolo Pascual and Coco Martin and how their ad campaigns correlated with increased sales. While a campaign featuring aliens received negative feedback, celebrity endorsements are generally more effective than non-celebrity ads at generating attention, recall and purchase decisions according to studies. The recommendation is to identify brand objectives, establish image, research consumer behavior, analyze costs and choose an endorser aligned with the
This document analyzes the effectiveness of celebrity endorsements for advertising products and building brand image. It discusses factors to consider when choosing a celebrity endorser such…