Since March 5th the video produced by San Diego non-profit Invisible Children has been shared and viewed by more than 100million people worldwide. It has become so renowned so quickly because of the platforms it used to advertise itself. The KONY 2012 campaign is directed at youths, those that viewed the video felt connected to the invisible children. With the large amount of teenagers that have access to a smart phone the video circulated dramatically and within a few days it had 50million views on YouTube. However it gained this large amount of attraction due to the way it spread.
A Celebrity Endorser is a person who is well-known and respected by public and this reputation and influence is being utilized to endorse the product by multinational and also local companies (McCracken, 1989 cited in Roy, Jain and Rana, 2013). About 25 per cent of advertisement in United States is endorsed by celebrities (Shimp, 2000 cited in Silvera & Austad, 2004). Whereas in 2008, the celebrity endorsement in television advertisement has accelerated to 62 per cent compare to 25 per cent in 2001 in Asian countries (Saxena, 2008 cited in Roy, Jain and Rana, 2013). Celebrity endorsement has become one of the most powerful manner or way of advertising in current days (Choi and Rifon, 2007 cited in White, Gaddard and Wilbur, 2009). Celebrities like Tyra Banks for Victoria Secret and LeAnn Rimes for JC Penny has endorsed for these products.
The advertising drive of 2010 featured the hit slogan “The man your man could smell like” (OldSpice, 2010). This quickly generated buzz and reached more than forty million people on the web in a matter twenty-four hours, garnering more views than President Obama’s victory speech (Morrisey). The main demographic appeal was towards women consumers, playing off the logic that if men used Old Spice, they could smell like the actor in the commercial. Assuming the company did their homework, statistical data shows that women control more than seventy percent of all consumer spending, which makes them the most demographically appealing audience to aim toward (O’Donnell and Kennedy). Their campaign turned out to be a huge success making the money spent more than worthwhile.
Explain how strategic management and the strategic management process are illustrated in this case. MTV used strategic management and strategic management process in many different ways according to this case study. They used Twitter hoping to move in on the digital media and during the VMA awards along with what was happening on TV to get more viewers and it worked. The ratings skyrocketed with over 2.3 million Tweets, 11.4 million viewers, and up 27 percent from the year before. MTV networks are also in 160 countries with a winning approach mixing universal youth sensibilities and local tastes so the company does not come across as a cultural imperialist.
The billions of dollars spent per year on celebrity endorsement contracts show that celebrities, like Liz Hurley, Britney Spears and Tiger Woods, play an important role for the advertising industry I felt that the adverts never motivated me to buy, but I wanted to analysis why they are so popular and how advertisers get them to work in their favour. I chose Nike because they employ some of the biggest names in sport. Information Sources I searched databases and journals through the WIT website, such as ABI inform and emerald. There I found all the relevant material. I also read books to find which areas of celebrity endorsements to investigate trends and theory.
Marketing Management & concept design-assignment 2 | Negative Effects of Celebrity Endorsement | Jeneef Joshua V.J-215111077 | | I MBA,2011-2013 | | Celebrity marketing has become a common affair in today’s breakneck competition. There has been a traditional belief that when a celebrity endorses a product or a brand, it tends to perform well in the market. In the next few pages I will be taking you through an analysis of how a celebrity’s endorsement affects a company’s market share and more importantly the negative side of celebrity endorsement. Celebrity endorsement is a key marketing strategy which is now widely adopted by many brands to gain a significant pie of the market. It has become one of the key marketing mix elements.
In addition, many celebrities became notorious users of this platform since its creation, which has also contributed to Twitter’s continued growth. With over 500 million daily tweets from 288 million monthly users, Twitter is the third most prominent social networking site around the world, only after Facebook and YouTube (Edomsowan, et. al 2011). Twitter’s worldwide popularity warrants a wide audience for businesses to engage with. However, what type of influence,
The Internet provides a wider selection of men and women. With the different profiles shared online, everyone can gain access to means of narrowing down his or her search to suit his/her needs. Users will be able to get to know their dream date even before they have met them. Several websites offer online dating services everyone can take advantage of, so this is one way of increasing chances of meeting dream date. Bob Sullivan, a Technology Correspondent of msnbc.com said “In fact, 75 times each month, Match.com users marry each other, taking at least 150 users out of the system.” Staying true to the romantic art of exchanging notes and letters, online dating has taken the next modern step of self-expressing through the Internet.
Suggesting that individuals can easily be influenced to conform which can lead to a maladaptive need to belong. Keywords: Facebook, motivation, problematic use What motives for Facebook use can predict problematic Facebook use? Since the popularity of the internet has been increased worldwide, social networking sites have been develop to facilitate communication online. Facebook is rather new phenomenon is known to be one of the most popular social networking sites originally created for college students to form and maintain social ties (Tosun,2012). With approximately 500 million users, it has been reported that people with accounts can spend up to 700 billion minutes on Facebook per month (Facebook,2011).
ASTON UNIVERSITY SCHOOL OF LANGUAGES AND SOCIAL SCIENCE: PRE-SESSIONAL MODULE LE2046 RESEARCH PROJECT PROPOSAL TOPIC ‘Google Plus’ Versus ‘Facebook’: A Social Networking Competition For Customer Loyalty Name: Yang CHEN Student Number: 119144846 Tutor: Richard Galletly Introduction It is commonly believed that Facebook is the most popular social network which is used by people worldwide (Gunelius, 2011) and it had over 750 million customers by June, 2011 (Facebook, 2011a & b). According to Kelleher (2011), there is a forthcoming competition between Google Plus (henceforth Google+) and Facebook related to customer loyalty. He goes on to state that despite being a new brand, Google+ matches Facebook on many aspects and surpasses it in other ways. In addition, BBC News (2011) states the latest objective of Google+ is to achieve more than 500 million users. By this token, a competition for the market shares of social networking will be unavoidable by Google+.