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Celebrity impact on youth
Impact of celebrity endorsement on consumer buying behavior
The benefit of celebrity endorsement
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What brand of ice cream for children is healthy, natural, full of vitamins, dairy-free, and vegan-friendly? None. Until we created Scoopies. This pitch for Scoopies will point out certain features of our marketing strategy and explain why we made these choices using psychological theory. Supporting research will also be provided to demonstrate why these are effective choices.
Celebrity Endorsement Classical conditioning is when a stimulus becomes related to a response through repetition. These principles are useful in marketing, for example with celebrity endorsers, as consumers can form positive associations between the celebrity and the product so it is more desirable and makes the consumer create more positive associations (Evans, Jamal,
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The match-up hypothesis is when important characteristics of the endorsers are relevant to the important ideas of the brand (Misra & Beatty, 1990). Research has shown that when the endorser and brand or product fit together, the effects of the endorsement are stronger and more positive on attitudes to the brand and having positive associations with the brand than when there is a not a fit (Misra & Beatty, 1990; Till, Stanley, & Priluck, 2008). This is why we have chosen to use two popular celebrities that are parents and regularly post pictures of their children on social media so that their endorsement matches the brand therefore has more of an impact on the parents. Till et al. (2008) also found that these positive effects due to celebrity endorsement were resistant to extinction meaning that these associations will last even if the social media campaign stops. Baeyens, Crombez, Van den Bergh,
of Philip Morris, said “People could point to these things and say, ‘They’ve got too much sugar, they’ve got too much salt […] well, that’s what the consumer wants, and we’re not putting a gun to their head to eat it. That’s what they want.” (Moss 267) However, consumers are being unconsciously forced to fund food industries that produce junk food. Companies devote much of their time and effort into manipulating us to purchase their products. For instance, Kraft’s first Lunchables campaign aimed for an audience of mothers who had far too much to do to make time to put together their own lunch for their kids. Then, they steered their advertisements to target an even more vulnerable pool of people; kids. This reeled in even more consumers because it allowed kids to be in control of what they wanted to eat, as Bob Eckert, the C.E.O. of Kraft in 1999, said, “Lunchables aren’t about lunch. It’s about kids being able to put together what they want to eat, anytime, anywhere” (Moss 268). While parents are innocently purchasing Lunchables to save time or to satisfy the wishes of their children, companies are formulating more deceiving marketing plans, further studying the psychology of customers, and conducting an excessive quantity of charts and graphs to produce a new and addictive
Ben and Jerry's Ice Cream is a brand name company known worldwide. With superior marketing techniques Ben and Jerry's has positioned themselves to be the leader in manufacturing premium ice cream products. They have successfully targeted their market, and there by achieved a strong customer base. The mission statement of their product line is "to make, distribute, and sell the finest quality all natural ice cream while incorporating wholesome, natural ingredients and promoting business practices that respect the earth and the environment".(1)
Any agency that uses children for marketing schemes spend hundreds of billions dollars each year world wide persuading and manipulating consumer’s lifestyles that lead to overindulgence and squandering. Three articles uncover a social problem that advertising companies need to report about. In his research piece “Kid Kustomers” Eric Schlosser considers the reasons for the number of parents that allow their children to consume such harmful foods such as ‘McDonalds’. McDonalds is food that is meant to be fast and not meant to be a regular diet. Advertising exploits children’s needs for the wealth of their enterprise, creating false solutions, covering facts about their food and deceiving children’s insecurities. It contains dissatisfaction that leads to over consumption. Children are particularly vulnerable to this sort of manipulation, American Psychological Association article, “Youth Oriented Advertising” reveals the facts upon the statics on consumers in the food industries. The relationship that encourages young children to adapt towards food marketing schemes, make them more vulnerable to other schemes, such as, advertising towards clothing, toys and cars. Article writer of “The relationship between cartoon trade character recognition and attitude toward product category in young children”, Richard Mizerski, discusses a sample that was given to children ages three to six years old, about how advertising incurs young children that are attracted too certain objects or products on the market.
...onsibility when marketing products to children. Today’s children have a higher rate of obesity and a higher rate of diabetes. The grocery industry has had an industry standard of placing items targeted to children on the lower shelves in the isles. In many cases these target items have been high sugar and high sodium foods that are not healthy for these inactive sedentary kids. The industry today is recognizing this issue and although this practice still continues the companies are addressing some complaints by offering more child friendly packaging on healthy foods. Some new packaging depicts healthy combinations of foods and encourages children of reading age to participate in outdoor activities and exercise. As customers realize the negative effects these foods have on their children they will demand a more responsible response from the businesses they frequent.
Marketing companies know that by associating a product with an athlete it can drastically increase sales. Fig 1. Gaines, Cork. "... ... middle of paper ... ...
A celebrity status is a brand which is built on values, behavior, attitudes, hobbies and charity activities. Maintaining a reputable brand is critical for social media celebrities; a brand that people can trust, relate with and one which will remain relevant in years to come (Evans 2010, p 249-250). Social media is essential for growing a celebrity’s fan base as well as creating a platform where such a person can market a brand and connect with fans in a more personal way. In this way, fans will easily relate with the activities a celebrity does and will be ready to give support (Hallam, 2013).It is important for celebrities to communicate their values to their fans. Their fans should know them for what they do. People will be interested in a Face book brand page or follow somebody on Twitter because they are inspired by their messages and can relate to personalities that attract them. Oprah Winfrey was the director and host of the highly rated Oprah Winfrey show. She also is the founder of the Oprah Winfrey network. Oprah has inspired millions with her values of transparency and philanthropy because she has successfully been able to communicate her “Oprah” brand on Facebook and twitter. Even though Oprah is a very popular and influential person, she is considered a friendly person who can be approached by people of low social status. A
For example, Moss spoke to Bob Drane, inventor of the Lunchables, on how they started adding sugar to the packaging by including Kool-Aid, cookies and other extras when customers started to get bored with the plain packages. Moreover, they started targeting younger kids. When the company shifted focus to the kids, the ads started showing up in the Sunday morning cartoons which announced: “All day, you gotta do what they say, but lunchtime is all yours.” In their ads they generated a feeling of empowerment to kids who now want to eat lunchables as an act of independence. They don’t make it about what is inside, but they form it into a psychological aspect.
In the light of the recent posture of many individuals on what they eat, we have taken the time to make us what balances your meal. We discovered that beyond the conventional food, you can enjoy your sumptuous ice cream as a unique dessert. This has made us work on our product to match your tastes and preference. Each flavor is an expression of our expertise and precision in ruling the market. We have the end consumer in mind in everything we do. We are proud that state that we have made huge investments to keep you enjoying rave moments with each taste of our Ice Cream. The name that would be etched in gold based on our drive is
Classical conditioning: Its Use in Marketing. Retrieved from http://teachers.sduhsd.k12.ca.us/jetheridge/Psychology/Classical%20Conditioning%20marketing.htm 13. Chance, D. (2009). Learning and Behaviour(6th ed). Belmont, CA: Wadsworth, Cengage Learning
The celebrity endorsement seems is a promising promotion strategy. But, other people still have some concerns because Laura couldn’t come up with a strong and convincing argument. Synthesizing all the concerns, we could identify the three major considerations. Whether Jeanne Alyson is suitable for their product image; Bryant couldn’t control what Alyson say in the morning show interview; Bryant couldn’t ascertain the celebrity endorsement strategy is effective.
Worcester Polytechnic Institution. "Fast Food Marketing to Children." Public Health Communication. (2007). http://www.wpi.edu/Pubs/E-project/Available/E-project-082107-231740/unrestricted/Appendix_1.pdf (accessed February 17, 2014).
ice cream belonging to the premium category. Based on our analysis, we have identified two major
This approach involves the use of celebrities. For example, Ronaldo promoting a sports shoe line is People respect him and think of him as their hero. They buy whatever product he’s promoting.”
The target market will be specifically made up of males and females ranging in ages from 18- 45. This segment was selected as many people younger than this age are still having their meals selected for them whereas those who are older than this bracket are seeking a healthier and more holistic lifestyle. For secondary target markets healthier products should be provided as well as products for children
One of the most effective ways to promote a brand of a product or service is through endorsement. Marketers use endorsers to promote their brand as it is reachable to many and the level of influence of the people to be the brand’s customers is much likely to be high.