Marketing analysis of the cars and celebrities industry

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Marketing analysis of the cars and celebrities industry: McCracken (1999) defines a celebrity endorser as any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement?. A celebrity endorser can come from a wide range of backgrounds. He may be a film star, T.V personality, sports star, politician or even a cartoon character such as bugs bunny and Mickey Mouse or a dead celebrity like James Dean. Using celebrity endorsers is becoming increasingly popular as a form of building a brand's profile and image. Shimp (1998) approximated that in 2000, 25% of all advertisements in America used a celebrity endorser. U.K. company's uses of celebrity's are not too far behind when it comes to this phenomenon, with Erdogan et al (2001) suggesting that one in five marketing communication campaigns in the U.K feature a celebrity. It is now thought that 20% of all advertisements in the U.K. feature a celebrity endorser, while it America this figure goes up to 25% while In Japan this figure jumps up to an overwhelming 75% of all print and television advertisements.

Extraits

[...] Consumers become familiar with celebrities through exposure. Consumers will like a celebrity due to the physical appearance and behaviour of the celebrity. To judge how important physical attractiveness is to become a celebrity endorser, a look at television and print commercials will highlight how important an attribute physical attractiveness is. The three main attributes of credibility above are the main points of credibility that is present in almost all literature in relation to the use and effectiveness of using celebrity endorsers. [...]

[...] Performer Q Rating Marketing Evaluations Inc. is a New York based firm that has composed an evaluation method for both advertising agencies and marketing managers to consult with when selecting a celebrity endorser for a particular campaign. The Q rating is an annual composite of a celebrity's familiarity and likeability calculated from a consumer panel. The company can provide Q rating's on celebrities including sports stars, cartoon characters, deceased personalities, film and television celebrities respondents are used for this study. [...]

[...] The relationship between disposable income and household expenditure is important as it keeps the comparison relative. According to the official household expenditure surveys the average household weekly expenditure on motoring is 85.12 in Republic of Ireland, 85.65 in the UK, and 71.77 in NI. Average weekly household disposable income is 700.32 in Republic of Ireland, 629.03 in the UK and 509.68 in NI. These surveys indicate average disposable income in Republic of Ireland is higher than UK, and higher than NI. [...]

[...] interval or ratio scale. Regarding the appropriate sample size to use, Hair advises that "researcher generally would not factor analyze a sample of fewer than 50 observations, and preferably the sample size should be 100 or larger. As a general rule, the minimum is to have at least five times as many observations as there are variables to be analyzed, and the more acceptable range would be a ten-to-one ratio" Construction of correlation matrix - To calculate the correlation matrix, the researcher has to bear in mind that a correlation coefficient should generally not be calculated for a pair of variables whose relationship is obviously non-linear. [...]

[...] Total Variance Explained viii. Scree Plot ix. Component Matrix x. Rotated Component Matrix xi. Component Transformation Matrix Bibliography Section 1 Industry Review Celebrity Endorsements Motor Industry Research Objectives Celebrity Endorsements McCracken (1999) defines a celebrity endorser as individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement'. A celebrity endorser can come from a wide range of backgrounds including a film star, T.V personality, sports star, politician to even a cartoon character such as bugs bunny and Mickey Mouse and dead celebrities like James Dean. [...]