I have chosen to base my business project under general marketing focusing on celebrity endorsement, in particular looking into assessing consumer attitudes towards celebrity endorsed products and whether they are a success or failure.
Aims and Objectives:
The aim of this project is to establish whether celebrity endorsement on products have an affect on consumer purchasing such products. One of the key points which will be critically analysed and evaluated is that â€œDo consumers buy products just because celebrities have been advertised with it?
Key objectives that this research will address are as follows:
âž¢ To understand how celebrities are matched with products
âž¢ Define the concepts of product, brand, product line and product mix
âž¢ Explain why it is important to have a strong brand name and how celebrities play a major role in this.
âž¢ The advantages and disadvantages of celebrity endorsement
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