Celebrity

other segments’ customers. If people see a fashion/rich person drinking Bionade, they will drink Bionade. As we have seen it in the “Absolut Vodka case study”, the brand has to collaborate with someone famous so that the drink will be known faster (celebrity endowment). Distributors: Well known and high standard clubs and pubs in Capitals like Jimmy’s in Paris, Monaco Monte Carlo and French Riviera clubs for example; Lounge bars and restaurants such as Zebra Square in Paris and Monaco Monte Carlo

judgments about products - your and your competitors. Price and Loyalty play a role as well. Brand Associations: Though often difficult to quantify, associations with which the brand is consciously linked - say with a sports event, a charity, a celebrity, a joint venture - can enhance a brand’s perceived image. Other Proprietary Assets: These will vary depending upon product, market and situation. Examples include trademarks and patents, strong distribution relationships, corporate integrity

Event, 2003 Guilty Things, 2003 Intervention, 2003 Last Supper, 2003 Loaves and Fishes, 2003 Muhammad Ali : How Heroes Are, 2003 Nature’s Naked Loveliness, 2003 Sermon, 2003 Slavery II, 2003 Slavery IV, 2003 Amanda as Andy Warhol’s Marilyn, 2002 Celebrity Gleam, 2002 Cell Phone Life, 2002 I Buy a Big Car for Shopping, 2002 19 Secrets of the Bourgeoisie, 2002 The Vines Craig Nichols : Adored by Me, 2002 Wonderbread, 2002 Amanda Lepore : Mirror Image, 2001 Angelina Jolie : Lusty Spring, 2001

cognitif et donc faire connaître le produit, Apple utilise un autre moyen de communication: le mécénat. Il consiste à faire du placement de produit auprès des célébrités dans des séries et films télévisés. On qualifie souvent cette stratégie de « celebrity marketing ». Le dernier objectif (objectif conatif), consiste à faire agir le consommateur et déclencher le processus d’achat. On utilise la publicité dans les médias, la promotion des ventes et la communication sur le lieu de vente (show room,

P., (2001) “Attitudinal Effects of Sponsorship on Television Audiences and the Influence of Sponsor’s Prominence: An Experimental Study of Basket Ball in Europe”, Journal of Advertising Research, 2001, pp. 48-58 McCraken, G. (1989), “Who is the Celebrity Endorser ? Cultural Foundations of the Endorsement Process”, Journal of Consumer Research, Vol. 16, Dec., pp. 310-321. McDaniel, S. R. (2003), “Reconsidering the Relationship between Sensation Seeking and Audience Preferences for viewing Televised

find out where you can purchase flowers, or even book a trip.” Therefore, this online content had a great influence on consumers, making them take part of Ralph Lauren lifestyle benefits and dreams. You can also find RLTV online featuring exclusive celebrity interviews, backstage access, runaway shows and much more. To better control his products’ manufacturing, Ralph Lauren has bought several licences, for example for the fragrances as well as the home furniture, but this said all Ralph Lauren products

2003 David Bowie : Self Preservation, 1995 I Envy Your Life, 2004 Lil’ Kim : The Ladder, 2000 Pamela Anderson : Miracle Tan, 2004 Replace Your Face, 1997 Xenophobia, 1997 Amanda as Andy Warhol’s Liz RED, 2007 Amanda as Andy Warhol’s Marilyn, 2002 Celebrity Gleam, 2002 Cell Phone Life, 2002 Death by Hamburger, 2001 I Want to Live, 2001 Recollections I : 3rd Generation, 2006 Recollections II : Double Date, 2006 Recollections III : White on White, 2006 Recollections IV : Party Snacks and Rifle, 2006 Recollections

pouvant mesurer par la suite un score d’attribution. Celebrity marketing : Le celebrity marketing désigne l’utilisation de célébrités à des fins marketings. Le celebrity marketing est en fait essentiellement constitué d’utilisations de célébrités dans un contexte publicitaire, mais peut également comporter d’autres formes d’utilisations marketing (techniques promotionnelles, opérations de relations publiques, placement produit, etc.) Le celebrity marketing et donc l’utilisation de célébrités doit

Put some advertising in social network like Facebook in order to create a huge word of mouth. o Product Placements: in a new film, some famous actors can play to FPS trainer on the background of one scene. • Celebrity power: Play2Improve can use the celebrity power to gain recognition of their product. It can ask one famous people to use its product and put the video on Youtube or on its Facebook profile. In all these advertisements committed to the beginners we should point up

MARKET TRENDS II-12 Male Insecurity Stimulating the Demand II-12 Consumer Preference Still a Major Challenge II-12 Packaged Goods Companies to Target the Everyday Guy II-12 Market Welcomes New Players II-13 Men's Fragrances in Fine Fettle II-13 Celebrity Scents Impact on Men's Fragrances Market II-14 Table 2: Global Market Penetration of Fragrances and Perfumes (2007): Percentage Breakdown by Women and Men's Fragrances and Perfumes (includes corresponding Graph/Chart) II-15 Colognes - Need Expansion