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Essay / Research Paper Abstract
A 6 page paper that discusses celebrity endorsements of various products. Using famous people to endorse or promote a product is not a new concept but it is one that is being seen a large proportion of marketing campaigns. This paper discusses the reasons for using celebrities, the need to match celebrity with product, the need for the celebrity's credibility and what companies can do to protect themselves against potential scandals involving the celebrity endorsing their products. Examples are provided. Bibliography lists 4 sources.
Page Count:
6 pages (~225 words per page)
File: MM12_PGclbend.rtf
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Unformatted sample text from the term paper:
switch to it because someone they feel they know says it is a good product. Using celebrities, whether from show business, sports, political or any other genre, can boost sales
as well as the products image in the public eye. Using a well-known person to promote a product is not a new tactic in the marketing world but it is
becoming far more common. And, these celebrities are used in different ways. Consider this sales meeting at Nike. It was the annual Nike Golf gathering and pep talk for 200
Nike Golf sales representatives (Cummings, 2001). They had gathered in Oregon and they expected the same sort of drill that always happened - the company would introduce the new products,
there would be a pep talk and the president of the Nike Golf division would give a speech, all of which was intended to boost their enthusiasm and increase sales
(Cummings, 2001). But, about halfway through the presentations, Tiger Woods came out on the stage, went to the microphone and said: "Im switching to Nikes True Accuracy golf ball and
heres why: Im hitting it farther. Its better around the green. It gives me more options, and is better in the wind" (Cummings, 2001, p. 52). Woods appearance was unannounced
and unexpected by the sales reps (Cummings, 2001). For the next hour, Woods explained to the sales reps why he was going to use Nikes golf balls -
they had more stability, he could control them better and so on (Cummings, 2001). Tiger Woods was selling the Nike Golf balls to the Nike sales reps. These reps
were able to go out in the field and share the stories and anecdotes that Woods had shared with them during that presentation and also during dinner (Cummings, 2001). Most
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