An Enquiry into The Efficiency of Celebrity Endorsement As A Marketing Dissertation

An Enquiry into The Efficiency of Celebrity Endorsement As A Marketing Communication Strategy In Modern Day Society - Dissertation Example Consumers are bombarded with advertisements featuring popular celebrities from various fields, thus exposing them to thousands of attractive images and voices – be it in print i.e. magazines, newspapers, billboards, or websites or through other audio-visual media such as radio and television. The use of celebrities for advertising has existed historically, but the trend has caught momentum and the use of celebrities for endorsing brands has increased substantially over the recent decades and is known to have a substantial and positive impact on a companies’ profitability (Erdogan, 2001). According to Shimp (2000) one out of four commercials on television on American television features a celebrity. The main aim of brands is to attract the attention of their prospective consumers and communicate information about their products to their target audience, by highlighting various attributes of their brand and associating the same with a popular celebrity. This paper aims to analyze, and understand the effectiveness of the use of celebrities for brand endorsements as a marketing strategy. ... Figure 1: Royal Cocoa Advertisement, 1884 Although the use of celebrities was relatively less as compared to that witnessed in present times (Kaikati, 1987), as celebrities in those days were vary of associating with a brand and risking their credibility in the process. The late 1970s saw a sharp rise in the trend, where celebrities began to consent to associate with certain brands (Thompson, 1978). With the expansion of film industry and a simultaneous growth in the television sector, the number of celebrities rose substantially, and the avenues for advertisements too increased manifold, as the marketers now had an access to a wider variety of celebrities to choose from. The trend was similar in most of the countries across the globe. In UK for instance, according to a report published in a magazine (Marketing, 1996) the brands which featured celebrities as their key endorsers were quick to grab national headlines and gain instant popularity. The success of use of celebrities as bra nd ambassadors could be established from the fact that the amount offered to them crossed over one billion dollars. Such an offer was made mostly to athletes, owing to their fame and popularity among the consumers. Celebrity Endorsers: Meaning, Relevance and Significance It is common knowledge now, that most of the retail advertisements today feature celebrities (White et al., 2009). The term celebrity endorser includes all popular people from various fields such as films, sports, or artists and who have achieved significant success in their respective fields (James, 2004). According to McCracken (1989) the term celebrity endorser can be defined as "any individual who enjoys

Macronutrient Intake Research Paper Example | Topics and Well Written Essays - 1000 words

Macronutrient Intake - Research Paper Example Types of fats consumed included saturated, monounsaturated and polyunsaturated fats. In addition, the patient supplemented daily fat requirement with linoleic acid, cholesterol and Omega 3 fats. Based on the daily nutrient reports, it is apparent that the patient’s daily intake of proteins and carbohydrates surpassed predetermined targets. The patient took 67g and 47g of protein on the first and third day respectively. In this case, daily protein intake exceeded target quantity, which lies at 46g. With respect to carbohydrates, the nutritional assessment project set a daily target of 130g, representing approximately 45-65% of total calories. Records indicate that the patient consumed carbohydrates in excess of daily requirements, thus supplementing daily calorie intake with an average of 52% starch. Despite the patient maintaining protein and carbohydrate intake within the target limits, fat intake for the assessment period indicates a slight imbalance in the different types o f fats. Targeted intake of alpha linoleic acid is 1.1g per day. However, the patient consumed only 0.1g of the same linoleic acid on the first day. Therefore, fat intake for that day falls under the clinically required levels. From a theoretical perspective, each of the three macronutrients plays a significant role in providing energy requirements of the body. Clinically, imbalanced intake macronutrient components results in disturbed body functions (Janos and Berdanier 45). Therefore, fat intake for that day falls under the clinically.