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Essay / Research Paper Abstract
There are many examples of celebrities endorsing or taking part in marketing for goods or services. From Henry Cooper promoting Brut, to Jamie Oliver promoting Sainsbury’s and Carol Vordeman promoting secured loans the practice is widespread. This 11 page paper looks how and why famous personalities are used in marketing and the benefits along with the dangers. The paper cites numerous examples to illustrate points raised. The bibliography cites 15 sources.
Page Count:
11 pages (~225 words per page)
File: TS14_TEpersonb.rtf
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Unformatted sample text from the term paper:
between a product sand a personality that can be beneficial to the product. There are many examples of successful collaborations between the well known personalities and products. Recent examples include
Jamie Oliver and Sainsburys. Sainsbury took him on before the school dinners campaign, but the campaign of Jamies, despite being highly critical of parents, also struck an cord and created
an association between the desire for healthy children and Jamies, and as such the association spread to Sainsbury, benefiting their image in a competitive marketplace. Jamie Oliver has been part
of the advertising face of Sainsbury for many years; the first campaign was in 2001 with the launch of herbs and some recipes to use them (Marketing Week, 2001).
The relationship has not always been smooth, at pone point Sainsbury stopped using Jamie Oliver and sales fell, indicating a high level of reliance on the personality, which can be
a dangerous for the reliant brand. However the benefits have been outweighing the potential dangers so far. Sainsbury are not the only company using well known personalities, Twinnings Tea
are using Stephen Fry to exemplify a typical discerning English tea drinker, with an emphasis on the accent and quintessential English characteristics (Reyes, 2006). Alan Sugar has been used to
marker National Savings (Ashworth, 2005), Anthony Stewart Head and Sharon Maughn advertised Nescafe, Henry Cooper advertised Brut aftershave and David Beckham in the marketing of Gillett razors. In all cases
there is a commonality, the well known personality may be seen as suited to have an understanding or represent those who the target market would respect admire or aspire to.
It is also interesting to note that the association does not have to be with a real person, only a personality that is associated with the required characteristics. For
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