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Stéphanie Araujo, Abdu Benrabah, Julie Buisson, Clara Lahmani, Joel Rybachuk

COMM 343
Behavioral Marketing



I. Celebrity Endorsement and its effects on Consumer Behaviour

A. Evolution from yesterday to nowadays

* Advertising
Advertising is a form of communication intended to persuade an audience (viewers,readers or listeners) to purchase or take some action upon products, ideas, or services. It includes the name of a product or service and how that product or service could benefit to the consumer, to persuade a target market to purchase or to promote that particular brand. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certainaction.
The first advertisement printed in English was a handbill printed in 1472. It was primarily an announcement of a prayer book for sale. Two hundred years later, the first newspaper ad appeared offering a reward for finding 12 stolen horses. These first ads featured simple descriptions of products and their prices.
In the late 19th century, Thomas Barratt, whom manyconsider the father of modern advertising, launched a series of ads featuring children, animals, flowers, and beautiful women to promote the company’s products. During World War I, advertising became a medium for propaganda. This period also saw increased mechanization of the industry, making ads more costly.
When new mass media, as the radio and cinema became commercially availablein the first part of the 20th century, the advertising industry quickly took advantage of their reach, spread, and popularity. Sponsorship rights for a show were sold to multiple businesses, a practice that soon became the norm. The market did not embrace television initially because of the high cost of TV sets and the lack of programming.
The advertising of the age cleverly used allmedia, including newspapers, television, direct mail, radio, magazines, outdoor signs, and, of course, the Internet with all the digital ads, websites and text messages
Remote controls in the hands of every spectator and access to hundreds of cable channels mean that advertising must generate interest and entertain in order to survive. Advertising will continue to improve and strive to becomemore useful to business and to the consumer.
In 2010, spending on advertising was estimated at more than $300 billion in the United States and $500 billion worldwide
* Celebrity
A celebrity is a person who is easily recognized in a society or culture, or of having a wide-span reputation; someone who gets media attention. There is a wide range of ways by which people may become celebrities: fromtheir profession, appearances in the mass media, or even by complete accident or infamy. In the 21st century, the insatiable public fascination for celebrities and demand for celebrity gossip has seen the rise of the gossip columnist, tabloid, paparazzi and celebrity blogging.
The rise of international celebrities in acting and popular music is due in large part to the massive scope and scaleof the media industries, enabling celebrities to be viewed more often and in more places.
* Celebrity Endorsement
Celebrities endorsing brands has been steadily increasing over the past years. Marketers overtly acknowledge the power of celebrities in influencing consumer-purchasing decisions. It is a ubiquitously accepted fact that celebrity endorsement can bestow special attributes upon aproduct that it may have lacked otherwise.
How it has evolved (What it used to be / What it is now)

Today advertising is a HUGE multi billion dollar industry. From Superbowl commercials to pages in magazines advertising has incorporated itself with our everyday life. Advertising is the promotion of a company’s products and services carried out primarily to drive sales of the products and...