Make for effective celebrity product endorsements

Assignment Help Operation Management

Reference no: EM131230949

What celebrity attributes make for effective celebrity product endorsements?

Celebrity testimonials are advertising messages delivered by famous people who say or imply that they use the product/service. Advertising testimonials are discussed in chapter 12 of your textbook. The book says the the use of a celebrity endorser is a common but expensive strategy and that celebrities are often used to make the ad more appealing and interesting. However, research has shown that most testimonials are a waste of advertising dollars (e.g. Frank Sinatra for Holiday Inn hotel chain) while some celebrity testimonials really do work (e.g. Michael Jordan for Nike, Kirstie Alley for Jenny Craig weight-loss system).

1. Why do you think some celebrities are effective at pitching products while others are not?

2. Experts cite three factors underlying source credibility: expertise, trustworthiness and likability. However, new research now shows that only one of the three factors is actually effective in increasing sales and is far more important than the other two in creating a successful celebrity testimonial. Which one do you think it is and why?

Min. 200 words

Reference no: EM131230949

Questions Cloud

Contrast your product and the competitions product : Company name is Himalay Craft Rugs. We are going to import rugs from Nepal to USA. Our main vendor is Kumari Enterprise Inc. It is one of the most popular carpet manufacturers in Carpet industries in Nepal. Compare and contrast your product and the c..

Strike would have hampered the war effort : The Supreme Court struck down President Truman’s attempt to seize the steel mills during the Korean War. Steel is a vital war industry, and a strike would have hampered the war effort. Was Truman acting within his authority as Commander in Chief of t..

Summarize the major security concerns associated : Do some Internet research on security vulnerabilities associated with SCADA and digital industrial control systems. Summarize the major security concerns associated with these systems and steps than can be taken to enhance their security.

Different processes for completing copying jobs : Cooper's Copy shop is considering two different processes for completing copying jobs brought in by customers. Process A uses one person to set up the job and do the copying. If this approach is used, an experienced person can complete an average of ..

Make for effective celebrity product endorsements : What celebrity attributes make for effective celebrity product endorsements? Why do you think some celebrities are effective at pitching products while others are not? Experts cite three factors underlying source credibility: expertise, trustworthine..

Which of the operations is likely to be the bottleneck : PizzaTime Restaurants is building a new pizza place and needs to determine how big to make the various parts of its facility. It wants to be able to accommodate a maximum of 500 customers per hour at its peak times. The number of cash registers requi..

What is the taktzeit for employee taking care of payments : A local ice-cream parlor has 100 customers in the “rush” hour between 5PM and 6PM (assume that the customers arrive according to a uniform distribution, i.e., evenly spread out during the hour). If there are two employees who scoop the ice-cream for ..

Determine the market segment and demographic : Analyze and compare major health care plan options from two major health care providers and summarize the plans. Identify the target market for at least three plans. Determine the market segment and demographic that each plan seems to target. Explain..

Introduction of computerized exponential smoothing system : Two experienced managers at Wilson Boat, Inc. are resisting the introduction of a computerized exponential smoothing system, claiming that their judgmental forecasts are much better than any computer could do. How would the manager’s forecast compare..

User Account

All Pages