Advertising models and Consumer behavior

1.0. Introduction

A consistent theme emerging in advertising models is that some(prenominal) cognitive and behavioral responses under low-involvement situations can be facilitated by source cues that the consumer identifies with. Celebrity endorsement has become one of the confabulation strategies employed by marketers in an attempt to build a appropriate image between the brand and the consumer. The purpose of this invoice is to provide both a theoretical and practical analytic thinking with regard to Pepsi Max and its celebrity endorsement. The findings of the analysis conducted will indeed be adapted to form recommendations in order to hang the vice president of marketing in Pepsi Maxs advertising and promotional campaign.

This report is divided into two major counsellinges. First focus should provide theoretical analysis for the use of celebrity in the promotional campaign, which, will include: The characteristics a celebrity must have to be used in a promotional campaign, the advantage and disadvantages of using a celebrity and the reference crowd factor of significance to the use of celebrity in promotional campaign. Second focus of the report is to recommend a sufficient celebrity for Pepsi Maxs marketing campaign according to the target audience, contention and the implication for Pepsi Maxs positioning.

2.0. Literature review of celebrity endorsement

2.1.



Essential characteristics of a celebrity

Advertisers must tinct the product or companys image, the characteristics of the target market, and the disposition of the celebrity, in order to establish effective messages and the determinant of the match between celebrity and brand depends on the degree of comprehend fit between brand (brand name, attributes) and celebrity image (Misra, 1990). Messages conveyed by celebrity image and the product message should be congruent for effective communication (Forkan, 1980; Kamins, 1990). Special attention should also be paid to employ celebrities who have a direct alliance with their endorsed...

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