Advertising

nowadays’ very risqué humour with (buzzing) comercials now aiming at the whole UK! (“Chick ad”, IRN BRU; may 2008) Many advertising campaigns from the brand provoked huge polemics, complaints, and always debates. IRN BRU always benefited from this word of mouth and indirect publicity through the buzz they generate. Even today, it’s cooperation with the Leith Advertising agency creates many talks over the web and comments are still published daily on youtube, bebo etc. regarding former (banned

Audience characteristics 8 Mc Cracken’s meaning transfer model 10 Risks involved in celebrity-endorsement 11 Overexposure 11 Massive using of celebrities 12 Overshadowing 13 Financial risks 13 Exploratory study on the use of athletes in advertising 14 The popularity of athletes in advertisement 14 Nike case 15 Gillette case 15 Gatorade case 15 Conclusion 16 Annexes 17 Successful and unsuccessful celebrity endorsements, Source: Till and Busler 1998, Walker et al. 1992 17 The Elaboration

Advertising The Nike commercials are very sophisticated, impressive, with international figures, typical for each type of clothing. Take the example of Nike Football with Christiano Ronaldo or Nike Women with Rihanna. They are mainly of personalized sports world but also sometimes other areas. In 2006, Nike has cut down his game marketing. Its new advertising campaign is essentially audiovisual online on the Internet. His website has become the hub of the operation, it is in fact divided into

networking has allowed consumers to increasingly turn to each other for product information and recommendations, wrestling control of brands away from marketers. A global Nielsen study found that consumer recommendations are the most trusted form of advertising (Nielsen Co., 2007). Consumers now view the Internet as a trusted third party that can be a valuable source of information for many product purchases. Ninety percent have used an Internet search engine to research a product or service (Fox, 2005)

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bachelor’s degree with many having earned a Master’s degree. However, the chinese mainland luxury market is still in its formative stage. As chinese consumers turn toward luxury goods as a means of rewarding themselves for their success or as a token advertising their wealth, analysts believe growth in the world’s most populous country could boost Asia’s share of world luxury sales to 60 percent. China may however prove to be quite unlike any other developing market. Rapid change has become the norm, and

1906, the coke who was sold like tonic for the brain, was almost deprived of cocaine. Today, technology removed all cocaine of coke. Advertising The advertising has always been very important and contributed to its considerable success. Today, the advertising about Coke is always very present and is more and more original. The drink and its advertising campaigns had an important impact on the American culture. An urban legend affirms that the company created the modern picture of the Santa

of Truth”, in how they either ignore or respond to our communication. From one perspective marketing communications form the promotion “P” of the 4Ps of the marketing mix. This promotion “P” has its own mix including the major activities of Advertising, Personal Selling, Sales Promotion and Public Relations together with expanding modern areas such as Sponsorship, Product Placement and New Media. This is truly the heart of marketing activity representing many £billions of expenditure, huge numbers

culture among China’s middle classes 12 Guide your marketing in China with these 10 important consumer trends 7 The making of China’s Olympic dream 2 China is competing with Germany and the UK as the world’s third largest market for advertising 13 Online China enters new territory How the China Olympic Sponsorship Benchmarking System is helping Olympic sponsors measure their return on investment 3 8 China’s car market shifts into top gear Will China’s cosmetics market soon eclipse

most powerful factors in determining how voters perceive the candidates and the issues. As a way of communicating more directly with voters, candidates buy television and radio advertising time. In the 2000 presidential election, the two major-party candidates spent $285 million, with about 60 percent of it going to advertising. The high cost of reaching voters requires the campaigns to concentrate their ad buys in areas where they believe they have a chance of affecting undecided voters' opinions --