Thesis Proposal: The Utilization of Endorsers in Marketing and Advertisement, and Their Influence on Consumers

Résumé du document

Companies are using endorsers to market, advertise and promote their products and services. These endorsers have a real and proved influence on the consumers and in adequation on their consumption habits. It is frequent to see celebrities on advertisement, for some big companies, which can afford the privilege to use such personalities. For example, Eva Longoria does a huge and total series of advertisements for L'Oreal. All these endorsers are used for influencing the consumer and increasing the sales, and changing or creating a brand image. On similar lines, the French leather company Longchamp used the model Kate Moss for the promotion of their new collection in order to internationalize the brand and the products, and for renovating the brand image.

Extraits

[...] Of course my sources will increase with the time of research I will consecrate on my thesis. Timetable My timetable will probably hinge on this: Ÿ After the 2nd March 2009, date of the approval or rejection by the project panel, I will meet my supervisor and ask him some advices, some guidelines for my researches, and my problematic. Ÿ During the next four months I will work on my thesis, look for different sources, books and work about my subject. [...]

[...] I will ask questions about endorsement, favorite brand, consumer behavior , brand image, brand messages, etc. I will ask people in the supermarket because it's where they are doing shopping, may be in the streets also. I will certainly do some interview reunion, and group survey. So, I plan to follow this research proposal for writing my thesis. Of course, my plan, my sources, my examples and my academic references will increase with time and researches. I think that this subject is interesting because it is a cotemporary subject, that touch everybody, and everybody might have remark this marketing and advertising trends and process in everyday' life. [...]

[...] Advantages of endorsers in marketing and advertisement V. Limits of endorsement A. Wrong ad equation between endorser and brand (Examples) B. Ruined brand image (Examples Conclusion So in this thesis, I will probably define the term of endorsers or opinion leaders, their characteristics and their roles in the marketing and in the advertising. Moreover, I will show the different aspects the endorsers can take, and the different endorsers existing, in marketing. After that, I will explain the different purpose of the endorsers and the advantages of their utilization. [...]

[...] It can also make brand glamour, fashion, serious, etc. But the utilization of endorsers is quite limited. Sometimes the use of a certain persons, which are not popular in consumer's mind, can ruin a brand image. That is the case of Pepsi who use Britney Spears for an advertisement campaign, while she was using drugs, and was attained by depression. Or the brand United Color of Benetton who use the Pope Jean-Paul II for a series of advertisement, what chocked religious people. [...]

[...] Thesis Proposal: The Utilization of Endorsers in Marketing and Advertisement, and Their Influence on Consumers Nowadays, more and more companies are using endorsers in the marketing and in the advertising, for promoting their products, services or their brand images. These endorsers have a real and proved influence on the consumers and in ad equation on their consumption habits. It is frequent to see celebrities on advertisement, for some big companies which can afford the privilege to use such persons. For example, Eva Longoria does a huge and total series of advertisements for L'Oreal. [...]