Celebrity Endorsement Nike

| Celebrity Endorsment Strategy | | How to re-enhance the public’s confidence through the use of celebrities? | | | de Chauliac Olivier E68 | 08/11/2010 Table of Content Introduction 2 Aim 4 Objectives 4 Literature review 5 Brand Management 5 Celebrity Endorsement 7 Methodology 9 Research Method 9 Data Collected 11 Data Analysis 12 Discussion 12 References 14 Appendix 1 19 GANTT CHART 7 SEMESTER IRS 20 Introduction Throughout history, people

Contents Introduction 3 Background 3 Aim and objectives 4 Outline of the essay 4 Characteristics of a celebrity endorser that condition the effectiveness of an advertisement 5 Source attractiveness model 5 Erdogan source credibility model 6 Celebrity-product congruence. 7 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

Stéphanie Araujo, Abdu Benrabah, Julie Buisson, Clara Lahmani, Joel Rybachuk COMM 343 Behavioral Marketing CELEBRITY ENDORSEMENT Introduction 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

Impact of Celebrity Endorsement on a Brand "A sign of a celebrity is that his name is often worth more than his services.” - Daniel J Boorstin INTRODUCTION Marketers acknowledge the power of celebrities in influencing consumer-purchasing decisions. If a celebrity can aggrandize the merits of a brand, he or she can also exacerbate the image of a brand. A celebrity is used to impart credibility and inspirational values to a brand, but the celebrity needs to match the product. A good brand campaign

Billboards/hoardings= des panneaux publicitaires Posters = des affiches Endorsement = l’endossement ex : Clooney endorsement nespresso Publicise= rendre public Promote= promouvoir Word of mouth= le” bouche à Oreille” Free samples= échantillon gratuit Leaflets= prospectus C Some perfume companies provide free samples so that customers can try the perfume on their skin before they buy. Celebrity exhibition is a technique that is very popular in advertising at

I. Did Nike really gains from Tiger Woods’ scandal? ⇒ What has been the real result of this scandal? From a financial point of view, Nike (NKE) was right to stick by Tiger Woods despite the scandal that enveloped him in 2009, but the fascinating new study that makes this case also suggests that when brands encounter controversy they ought to destroy the village in order to save it, so to speak. That can’t be right. Carnegie Mellon University’s Tepper School of Business looked at Nike golf ball

innovations. It is a strategies can increasingly common and seems to be profiatble. As a consumer I find this choice very interesting and motivating. The consumer feels listened to and acknowledged. What Is The Marketing Strategy Of Nike? Brand image [pic]   Nike, Inc. is a marketer of sports apparel and athletic shoes. The American manufacturer, through its marketing strategy which rests on a favourable brand image, has evolved into a large multinational enterprise. In keeping with the brand

Touch ......................................................................... 24 Product Placement Opportunities Abound........................................... 24 Nike Active in Broadcast Placement ................................................................. 25 Reliance on Sports Icons Shifting More to Celebrity ........................... 25 Payless and Summer Rayne Oakes Go Green................................................. 26 Footwear Consumer..........................

originators of specific dance styles or moves. Wujiawu Better Dance Family, a crew of lockers, poppers, and breakers, hosts an annual Hip Hop dance competition called Keep on Dancing during which crews from across the country compete. They bring in celebrity judges, such as the Electric Boogaloos, who judge, perform and teach classes. Promotional company, DJ School, and dance studio Dragonstylez also organizes an annual Bboy competition that invites world famous dancers from Korea, France, and Germany

plus. Ils cherchent à explorer de nouveaux concepts qui leur permettent de vivre des expériences uniques et inoubliables. De ce besoin naît le marketing expérientiel que l’on retrouve dans le secteur de la distribution ou dans les flagship stores. Nike Town ou bien encore Nature & Découvertes représentent très bien ce type de concept. . L’espace de vente devient alors un produit susceptible d’être recherché et consommé pour lui-même. L’objectif est de confiner le consommateur dans un lieu où l’atmosphère