The effectiveness of celebrity endorsements has been a topic that has interested many advertising researchers. It has been long debated on which advertising method is most effective. The purpose of this study was to c...The effectiveness of celebrity endorsements has been a topic that has interested many advertising researchers. It has been long debated on which advertising method is most effective. The purpose of this study was to conclude whether or not advertising agencies and social cause organizations are obtaining the results of these studies and using them in magazine advertisement campaigns and which one of these advertisements is more prevalent in magazines. Advertisements were examined from two American magazines, W Magazine and Good Housekeeping. The results of the study showed that celebrtiy endoresments have been featured in magazine advertisements more in recent years that products are endorsed by celebrities more than social causes and a majority of these endoresments are for products that affect a consumer＇s self-image.展开更多
One of the most valuable assets a company has is/are the brand name（s） associated its products or services Branding can act as a springboard for advertising and planning advertising campaigns around single brands or...One of the most valuable assets a company has is/are the brand name（s） associated its products or services Branding can act as a springboard for advertising and planning advertising campaigns around single brands or a family of brands. Many companies are organized around brands or brand groups. Companies like Proctor and Gamble allow the brand to represent the product and do not associate the corporate name with their various brands and product lines. Branding is a powerful business tool. A number of dimensions of branding are discussed in this paper. General reference is made to brand identity, brand identity traps, the value of brands, and brand loyalty. The paper then discusses the influence of brand loyalty on consumer behavior, the importance of global brands, and country of origin effects. Lastly the paper discusses elements of customer loyalty展开更多
文摘The effectiveness of celebrity endorsements has been a topic that has interested many advertising researchers. It has been long debated on which advertising method is most effective. The purpose of this study was to conclude whether or not advertising agencies and social cause organizations are obtaining the results of these studies and using them in magazine advertisement campaigns and which one of these advertisements is more prevalent in magazines. Advertisements were examined from two American magazines, W Magazine and Good Housekeeping. The results of the study showed that celebrtiy endoresments have been featured in magazine advertisements more in recent years that products are endorsed by celebrities more than social causes and a majority of these endoresments are for products that affect a consumer＇s self-image.
文摘One of the most valuable assets a company has is/are the brand name（s） associated its products or services Branding can act as a springboard for advertising and planning advertising campaigns around single brands or a family of brands. Many companies are organized around brands or brand groups. Companies like Proctor and Gamble allow the brand to represent the product and do not associate the corporate name with their various brands and product lines. Branding is a powerful business tool. A number of dimensions of branding are discussed in this paper. General reference is made to brand identity, brand identity traps, the value of brands, and brand loyalty. The paper then discusses the influence of brand loyalty on consumer behavior, the importance of global brands, and country of origin effects. Lastly the paper discusses elements of customer loyalty
