Ad Agency

In: Business and Management

Submitted By williamsb15
Words 1368
Pages 6
Running head: USING/OR NOT USING A CELEBRITY TO PROMOTE THE

Using/or Not Using a Celebrity to Promote the Product
Ben Williams Jr.
Grantham University

Abstract

It is a well-known fact that many companies spend huge amount of money to get their products endorsed by prominent public figures (celebrities). But why do companies use celebrities for endorsing their products? In today's world of fiercely competitive and highly fragmented market, every company tries to maximize the share of its target market segment to optimize its profit. To achieve this goal, companies try a combination (or mix) of various marketing tools and techniques as their marketing strategy. Advertising is one of the important components of the communication mix through which companies convey their offerings to present and potential customers and general public as well.
Using/or Not Using a Celebrity to Promote the Product
The practice of using celebrity endorsement of a product by advertisement agencies to increase a product’s sales is rampant in almost every society in the world. It seems like every commercial has some celebrity confessing how a medication saved his life, or how she could not live without a certain type of shampoo. Advertisers have coined this practice as the source attractiveness model, which according to H.C. Kelman is that how a celebrity looks, “affects the effectiveness of persuasive communication through identification, which occurs when information from an attractive source is accepted as a result of desire to identify with such endorsers,” which implies that the consumer/audience is subconsciously drawn to a product simply because she saw the product make Cameron Diaz’s hair shine, or he saw that a certain machine made Brad Pitt’s abs rock hard. Advertisers have been using this tactic of celebrity endorsement to persuade the audience to buy their products,…...

Similar Documents

Advertisement Agencies

...Developing Country Studies ISSN 2224-607X (Paper) ISSN 2225-0565 (Online) Vol 2, No.3, 2012 www.iiste.org Advertisement Movement through Electronic and Print Media: A Study on Bangladesh MD. ABDULLAH AL JAMIL Department of Marketing, Comilla University, Kotbari, Comilla, Bangladesh. Postal Address: 16/F (Ground Floor), Tallabgh, Shukrabad, Mohahammadpur, Dhaka-1207, Bangladesh. Country Code: 880. Cell No: 01712561508, 01674-931127 E-mail: tanvir1111@yahoo.com Abstract The advertising industry has already passed almost four decades of institutionalization in Bangladesh. At the beginning of information and telecommunications technology, the industry has practiced drastic drag in all its localities such as the number of advertising agencies, patron firms, research organizations, models, production houses, fashion houses, handicrafts and so on. The industry has inclined its contiguous circumstances as well as accustomed to cope-up with the changed position. Now, it is time to reunite the progress and find out what it has accomplished and what nevertheless to achieve. So far, the study has contemplated on the quantitative features of the industry but the qualitative approval however needs to be completed. This paper also concentrated on the qualitative characteristics of the industry and marks the trends in progress of the advertising industry while focusing on the potential prospects. Finally, it provides some courses of action leading to an environment promising and......

Words: 5453 - Pages: 22

Agency

...Agency Costs (Fama and Jensen 1983) Contracting problem or principal/agent problem. Agent is person tasked to do something on behalf of the principal. Jensen and Meckling (1976) Definition: “ We define an agency relationship as a contract under which one or more persons (the principal(s)) engage another person (the agent) to perform some service on their behalf, this involves delegating some decision making authority to the agent”. Examples: Patient – Doctor (delegate authority to doctor to choose medication), Client – Lawyer, Client – Taxi Driver. CEO and management team are agents of the stock holders with aim to raise stock price as high as possible. Why hire agents? * To access their skills or expertise(main reason) * To free up time for other things (Opportunity Cost), Eg. Tiger Woods does not cut his own grass at home, he knows his grass. * To fulfil a legal requirement – eg. External Auditor, Priest for marriage. * To send a signal– eg. Hire best law firm or investment bank in a takeover situation, not necessarily because you need them but because it will intimidate the other side. Eg. Goldman Sachs is our banker. Signalling to market place The basic Problem Agents are utility maximisers concerned mainly with their own happiness. Ie. They do not behave exactly as principal wishes they would. “If both parties to the relationship are utility maximisers, there is a good reason to believe that the agent will not always......

Words: 815 - Pages: 4

Agencies

...Agencies 1 World Wide Regulatory Agencies Amy Lynn Wooldridge HCA375: Continuous Quality Monitoring & Accreditation Instructor: Heather Ables December 4, 2011 Agencies 2 “Clinical Contract Research Organizations (CROs) provide a range of services from consulting to labor- intensive tasks such as data processing”. (Kaluzny & McLaughlin, 2006, p.318) The majority of CRO growth is accounted for by pharmaceutical & biotechnology industries. The contract research organization is contracted by a sponsor or client to perform several functions and duties related to clinical trials. (Kaluzny & McLaughlin, 2006, p. 319) The clinical trials are designed to obtain regulatory approval to market new pharmaceutical or biotechnology products. (Kaluzny & McLaughlin, 2006, p. 319) The services they perform for such clients as pharmaceutical companies include: “consulting and advice related to the design of drug development programs to labor-intensive services that are part of the drug development process; these include clinical monitoring of investigational sites, data management and statistical analysis, and presentations of regulatory submissions for review by regulatory agencies such as the U.S. Food and Drug Administration”. (Kaluzny & McLaughlin, 2006, p. 319) The FDA in the United States clearly mandate practices to protect the public’s health by implementing laws, regulations, and guidelines that provide oversight of the drug......

Words: 611 - Pages: 3

Ad Agency Report

...Ad Agency Report Jodie L. Hebner Grantham University GSD&M was established in 1971 in Austin, TX by a group of men who did not want to leave the area after graduating from the University of Texas. Over the years the company has went through many ups and downs while embracing many challenges to become one of the top 30 advertising agencies in the United States.to include opening and operating a second location in Chicago, IL. GDS&M is owned by third largest advertising agency in the world, Omnicom Group. (Answers, n.d) The company has now grown to have over 500 employees who help the company promote many popular organizations to include Wal-Greens, the Air Force, AT&T, John Deere, and Campbell Soup. GSD&M has a different take on how ideas can be created for their customers. GSD&M uses four primary approaches to creating ideas. First off, GSD&M believes, “your butt’s connected to your brain” this is seen in the many “war rooms” that are used throughout GSD&M when creating new ads for their customers. “It turns out that thinking outside the box requires deep immersion in the here and now: where you sit determines what you think.” (Imperato, 1997) Employees can visit the Chili’s Grill & Bar war room, which is almost an exact replica giving the employees the needed information needed to come up with great ideas. The second item used to generate ideas is known as the thought “big ideas come from small groups”. “To grow big and yet think fast,......

Words: 1404 - Pages: 6

Ad Agency Paper

...Future Considerations The RMU library is making an effort to keep things going in terms of the future in several different ways. For example, the RMU library is making clear attempts to adapt to changing technology. Specifically, the faculty of the library just recently announced on their web page that they would be offering a new media service to help transfer VHS to DVD, SB Cards to USB or CD/DVD, USB to CD/DVD, as well as cleaning and repairing scratched discs. Another way they are making strides towards the future is by trialing various newer and bigger online databases. The trial is run by making the new potential database available to students and faculty on the RMU library website along with another link where users can provide feedback letting them know how they feel about the database. Their most recent trial involved a database called “AtoZ Databases”. This data resource provides basic profile and directory information for over 30 million U.S. Businesses. However, it is very similar in content to the ReferenceUSA database which is what they currently have available. With students, along with most of the population, growing more and more computer and internet savvy, the RMU library has shown readiness to adapt to the future through implementation of a new “Library Chat” feature on their website. On July 9th 2013, the library announced to the RMU community that they’d installed a new chat client on the RMU Library site that was soon to be seen within many other......

Words: 1036 - Pages: 5

Prestesting Ads

...Of those selected, further testing can be used to reveal the extent to which the intended message is accurately decoded. These comprehension and reaction tests are designed to prevent inappropriate advertisements reaching the finished stage. RULES OF RESEARCH (if the mkt staff of the company has this clear, the pretest shouldn’t fail) - Be clear about the objectives of both the advertising and the research you are commissioning. - Develop trust between your own brand team, agency creatives, planners and researchers. A collaborative approach should not threaten great creative ideas. - Ad development research should begin with testing the core ad strategy in qualitative groups. You can then embark on creative development and pre-testing research. - Ensure your qualitative and quantitative samples match your target audience. So when testing a cutting-edge execution, your sample should not be made up of mainstream consumers. - Encourage your ad agency creatives to attend qualitative groups to witness ad development research in action. This makes the process more transparent and reduces suspicion on both sides. - Don't use pre-testing results as a replacement for your own judgement. Good research is a compass, not a road map. http://www.marketingmagazine.co.uk/news/179653/ (vienen ejemplos de anuncios con pretesting que fueron un éxito y los que no)...

Words: 455 - Pages: 2

Ads 101

...promotion In its economic role, advertising does all of the following except: Mirrors fashion and design trends In its societal role, does advertising help shape an image of ourselves? (Yes) The soft-sell technique of advertising assumes that: Consumers make decisions based on the image of the brand The key players in the practice of advertising are: The advertiser, the agency, the media, the supplier, and the target audience The emergence of consumer society enabled advertisers to charge a premium for their goods. (False) Does social responsibility mean that advertisers must sometimes stop producing a good or service? (No.) The “new” advertising means everything but: The “new” advertising is consistent with older forms of mass advertising Interactivity in advertising suggests that one-way communication may no longer work well. (True) Integrated Marketing Communication means that: All elements of marketing must work together & Stakeholders must be carefully considered in branding decisions If an audience responds to an ad differently than the advertiser intended, was the ad effective? (No) Chapter 2: Advertising’s Role In Marketing Marketing is considered to be: The way a product is designed, tested, produced, branded and packaged & the way a product is priced, distributed and promoted The primary assumption of the marketing concept is that: A company must focus on satisfying its customer’s needs Marketing helps to create......

Words: 913 - Pages: 4

Ad Hoc

...The infamous company, Jordan & Associates, is in trouble again. The Deputy Director has just resigned in the midst of rumors going around the departments about discrimination, lawsuits, and even the company picnic has been canceled. I would like to seek your help in putting together an Ad hoc Statistics Report to be submitted to the CEO so that he can make the appropriate corrective, proactive, and retroactive decisions for the troubled company. The Report Format As you might have known already, my brother, the Jordan & Associates CEO is a very difficult person: his way or the highway. He is also insistence on proper report format. Nonetheless, we have to address quite a few issues, which are listed in the later section. Meanwhile, please follow the standard Jordan & Associates report format as follow: Make a cover page entitled: Ad-hoc Statistics Report submitted to the CEO. Then skip a few lines By (Your Name) Skip one or two more line and put the date. This should be the first page, the cover. Then after the cover page, make a table of contents. Write Table of Contents at the top center. The table of contents should be listed as such: Title Page ...............................................................................................................................................i Table of Contents ...................................................................................................

Words: 1346 - Pages: 6

Agency

...|Agency Name :  | |PLACEWELL INTERNATIONAL SERVICES CORP. | |POEA License No. : | |POEA-430-LB-022604-R | |Address : | |2nd Floor Suite 214, 217, 220 Aurora Plaza Bldg. Arquiza St. Cor. J. Bocobo St. Ermita Manila Metro Manila | |Tel. No. : | |(632) 5215067; 5264838; 5215067 | |Website : | |http://www.placewellinternational.com (abrasive blaster and painter) (Australia) | | ...

Words: 409 - Pages: 2

Advertising Agencies

...Project Report on Advertising Agency Table of Content ADVERTISING........................................................................................................................................3 INDUSTRY SNAPSHOT..................................................................................................................................4 NATURE OF THE INDUSTRY..........................................................................................................................5 MEDIA.....................................................................................................................................................7 IN-FILM ADVERTISING.................................................................................................................................9 WORK ENVIRONMENT .............................................................................................................................10 PERSONAL CHARACTERISTICS.....................................................................................................................11 EMPLOYMENT AVENUES.............................................................................................................................12 PUBLIC SERVICE ADVERTISING....................................................................................................................12 REGULATION.........................................................................................................

Words: 18391 - Pages: 74

Advertising Agencies

...P3 – explain the role of advertising agencies in the development of a successful promotional campaign M2 – explain the advantages and disadvantages of using promotional agencies in ensuring promotional success Advertising agencies is a service based organisation devoted to planning and designing adverts. They give an external opinion when it comes to selling their clients services or products. They work closely with many different companies to collect information in order to get an idea on what they company wants to sell. Getting an advertising agency to create an advert is expensive because they have extensive and creative knowledge on how to develop and handle an advert. But it is much better to get an advertising agency to do this than creating an advert alone, simply because we do not have the right tools for creating an ad. They would know how to make it look professional, what words would suit the advert best, how the layout should be like, what colours would make the ad stand out and overall what would make the ad unique in order to capture the selected audience. Furthermore, they determine the right mix of media to attain the marketing campaign objectives. When considering the targeted audience, making certain that the advert is advertised in the right place allows the right audience to be aware of it. They do this by booking slots on television, cinemas, space in magazines and newspapers and so on. They do this so that they can achieve the most......

Words: 743 - Pages: 3

Bk Ad

...Sexual Connotation in the BK Ad Andrea Farias Sheridan College Over the course of many years, advertising agencies have been using various methods to advertise their products. Such methods can include repetition, claims, association, following what others do or even promotions. An advertisement agency in Singapore produced a Burger King ad that has a sexual connotation; the new “BK Super Seven Incher”. Burger King was always facing fierce competition with McDonald’s. This pushed Burger King to be desperate about their promotion of the new product in Singapore. However the use of the context for the advertisement has made it ineffective. It is quite clear that the new “BK Super Seven Incher” has used sexual connotation. Using the facial expression of the woman having her mouth agape, the use of a seven inch sandwich and the words “IT’LL BLOW YOUR MIND AWAY” create a fellatio connotation. This use of association does not appeal to the general audience. For the advertisement to be successful, it should not only appeal to hormonal teenagers and men, but to others. Parents with young children would most likely stray away from buying this product. Furthermore, it is a well-known fact that the eastern mindset is much less liberal with their sexuality. Consequently, Burger King risks having family oriented customers boycott their restaurant. The ad is neither family oriented nor friendly, and the sandwich does not look anything close to healthy. Another audience that this......

Words: 598 - Pages: 3

Agency

...Question 1. The first agency risk exists between the food suppliers and the Aegean Isles, Inc. One major reason contributing to Aegean Isles’s success is the high-quality and authentic Greek food, which depends on the quality of the perishable raw material and other non-perishable products served in the restaurant. Once the raw material is not fresh or other products are not high-quality, food served at the restaurants will not taste as good as before and this will definitely harm the restaurants’ reputation. If the new restaurant operates as a company-owned branch, the purchasing unit will be responsible for all the non-perishable inventories and perishable inventories needed. The restaurant managers only have a little authority. Therefore, Aegean Isles can execute better quality control on the products. Also, as Aegean Isles will choose reliable suppliers for long-term cooperation, the likelihood of this agency risk is not that high. However, Aegean Isles has constant suppliers. If one of these suppliers provides stale vegetables or fruits, all the five restaurants controlled by Aegean Isles will be effected negatively. The magnitude of this agency risk is quite high. If the new restaurant operates as a franchise, the franchise will be free to purchase such food as fresh products, domestic beer and wine from a local economy. The franchise may choose second-class products for economic reasons. Aegean Isles can not take much control on the quality of the products. The......

Words: 511 - Pages: 3

Interactive Ad

...on internet advertisements. Moreover, online advertisements do have additional useful dimensions such as geo-targeting, measurable ROI, popularity and so on. Online advertisement and associated business models are best realized through intelligent implementation of an ecosystem around Ad-servers and its complementing technology enablers. This paper examines such online advertisement dynamics in terms of business, technology and where they converge. Keywords Ad-servers, Traffic/Trafficking, Ad serving model, Interactive Advertising, Interactive Dynamics Interactive Advertisement Dynamics – An Overview About the Author Rani Bisal Rani Bisal is a Domain expert and a member of the Presales team for the Advertising & New Media sub-segment for the Media & Information Services Business Unit at TCS. She has over 5+ years of experience in domain consulting with wide range of experience in the Advertising industry, specifically the Online Media and the Ad Agencies. She has a bachelors degree in Mechanical Engineering. She can be reached at rani.bisal@tcs.com 1 Interactive Advertisement Dynamics – An Overview Table of Contents 1. Introduction 2 Ad Serving - Basics 3. The Evolution 4. Ad-Server – How it works? 5. Key Players 6. Conclusion – The Way Forward 7. References 3 4 5 6 9 10 10 2 Interactive Advertisement Dynamics – An Overview Introduction Interactive mediums such as the internet and mobile are increasingly becoming the primary channel for......

Words: 2772 - Pages: 12

Advertising Agencies

...An advertising agency is a service based business which specifies in planning and organising promotional activities. They help create a campaign which will grab attention of potential customers and then encourage them to buy the product or service being promoted. Advertising agencies include copywriters, art directors and people working with the media. The Copy Writer is an expert at using words to persuade customers to buy the product or service. The Art Director knows what appeals to the customers and will include their artistic skills within the advertising design. The Media Planner deals with different types of media, for example, television, radio, newspapers, online and chooses or combines these to create the right message to their customers. Cadburys has been using the advertising agency ‘Fallon’ to create their campaigns since 2006. Fallon was founded in Minneapolis 1981. The agency was created by five idealists who all shared a passion for understanding consumers and shared values as well as their organisation skills. They announced in a newspaper that there was a new agency for ‘clients who would rather outsmart the competition than outspend them’. Fallon say ‘we believe that the only way for brands to stand out is through smart creativity’, they help create magic for businesses. Fallon work with several other brands like Cheesestrings and Benecol. Cadburys works with Fallon because they have created several successful campaigns for them in the past before......

Words: 1187 - Pages: 5