Use of celebrity endorsers, Marketing Management

The use of Celebrity Endorsers:

Your major headings should include the following:

• Title Page
• Table of Contents
• Introduction
• Literature Review
• Analysis
• Future Research
• Conclusion
• References

Title Page: Include the course name, title of your paper, your name and student ID number, and the date submitted.

Table of Contents: On one page, list all major headings in the paper and their page numbers.

Introduction: Provide brief background on the topic to be addressed. Assume your reader is well educated but unfamiliar with the subject matter. State the main objectives or research questions of the paper. Why did you choose to write on this particular topic? What are you hoping to learn? For example, if you were writing about advertising to children, you might include a statement similar to the following:

"Are children more susceptible to exaggerated advertising claims than adults, and if so, should advertisers be regulated in the types of statements they can make? This paper will examine the key literature regarding children's susceptibility to advertising claims, advertising regulations, as well as applicable consumer behaviour theories."

In the introduction, make sure you briefly outline the sections of the paper and the approach you plan to take.

Literature Review: This is one of the most critical sections of the paper. Your literature review should summarize and synthesize the important points of your library research on the topic. The purpose of this section is to inform the reader about what is currently known about the topic you have selected.

Break the literature review into subheadings for each theme. This section is complete if an outsider can read it and understand the major themes and issues of your topic.

Analysis: This section is also a critical part of the paper. It is not enough to summarize the information from the papers you have read. What are the implications of these facts? How do they tie together? Is the information consistent, or are there opposing viewpoints? If there are opposing views, what side are you on, and why? What is your opinion? Be sure to support your opinion with facts from articles and books.

Future Research: What questions about this topic have not yet been answered by available articles, Web sites, and books? Think of this section as a road map for future scholars who are interested in the same subject. Where should they focus their attention? What questions would you still like to see answered? What is the next logical step for future papers? Use your imagination.

Conclusion: Interpret the results. Answer the question(s) presented in the introduction to the paper. Continuing the example from above, you might conclude that there are several ways in which children are more susceptible to exaggerated advertising claims. Perhaps you believe that the research on legislation and its effectiveness is mixed. You might recommend the types of legislation you think should apply to statements made in children's advertising, and explain why you think this legislation is needed. You would state your opinions, based on the research you conducted. You would conclude your paper by summarizing what has been covered and the work still left to be done.

Posted Date: 2/11/2013 7:02:46 AM | Location : United States

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