...Project Report on Impact of celebrity Endorsement on Consumer Buying Behavior Subject: Consumer Behavior Submitted to: Prof. Kunal Mankodi 2013 Amrut Mody School of Management 10/5/2013 Submitted By: Shivam Bhatt: A 02 Maitree Patel B 35 Krupa Raval B 44 Pramoda Tadvi B 66 Table of Contents Problem Statement: 3 Objectives: 3 Research Design: 4 Qualitative Research Analysis 5 Conclusion 11 Problem Statement: To study whether the celebrity endorsements carry any direct or indirect effect on the purchasing behaviour of the consumer. Objectives: * To identify how is celebrity endorsed advertisement perceived. * To explore customer perception towards Brand Ambassadors promoting specific product or services. * To find which type of celebrity persona is more effective. * To study the reliability of companies on brand ambassadors for enhancing the sale of their products. * To identify whether the celebrity endorsement actually leads to purchasing. Research Design: Research Design consists of the methodology and procedures used to conduct a particular research. On the basis of the data collected and objectives stated, we need to do exploratory research. Exploratory Research: Exploratory research is conducted for a problem that has not been clearly defined. Here in this project, we are trying to find the impact of the celebrity endorsement; this is the problem statement which tries to gain insights about the same. Sample...
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...THE IMPACT OF ASAP 18 CELEBRITIES ON PURCHASE DECISION OF THE TEENAGERS Pierre Jaca, Cassandra Soliman, Apryll Vivas San Beda College – College of Arts and Sciences This research aims to provide an answer in understanding the behavior of consumers towards celebrity endorsements. It will give an answer as well as measuring the effectiveness of using celebrity endorsers from the high rating tv program of ABS-CBN, ASAP 18. Does the show, or the artists itself affect consumer’s behavior? Keywords: attention, familiarity, teenagers | | One of the most significant Principle of Marketing is Promotion. It is a means of getting your message out to the public. This is mainly done through Advertising in the form of radio, newspapers, magazines, billboards, television, on line promotions and moving media such as vehicles and agents. Among all these forms, the best and prevalent way of Advertising a product or a service is through the Television. It is said to be the most expensive yet most effective way of introducing the product in the market place to be known by the people. With Television, anyone who will be viewers of a TV channel can see and notice the product get endorsed. Moreover, certain high rating program affects product familiarity to viewers and customers because it is associated with appealing celebrities which can induce its desirability to the market place. It is said that: Advertising needs to stop consumers and hold their attention in likable ways: “Where...
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.... Introduction The Riordan Manufacturing has long recognized that its functions in the area of global plastics involve numerous substantial legal and ethical responsibilities. These responsibilities tend to affect the very ends on which the focus, customer relationships, employees, and the future of the company. In line with the current conundrum in the economic environment of the United States and the consequent termination of certain companies, it is imperative that companies like Riordan Manufacturing complies with the existing corporate rules and regulations as provided by the existing regime on corporations. This is the primary intention of this document, to provide for the implications of the existing regimes, in this case the Sarbanes-Oxley Act, on the responsibilities and liabilities of the officers and directors of Riordan Manufacturing. For the purposes of this paper, the framework followed is structure provided for by the Committee of Sponsoring Organizations of the Treadway Commission (COSO) shall be used to discuss the major areas that directors need to consider with regards to their legal responsibilities. In the same manner, the arguments and discussions provided in the course of this document shall be supported by existing journals on corporate management, corporate governance, as well as the discussions pertaining to the implications of the Sarbanes-Oxley Act on the major corporations as well as their respective directors and officers. In the end of this...
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...After reading these EOP Alumni Testimonials, I learned a lot of things. First of all, I learned that the students of the testimonials consider EOP was most likely close to a family for them, the program provided them opportunities and challenges throughout their college years. Even though at the beginning some of them were scared to leave their home, they realize that EOP and SUNY New Paltz is also their home. However, I would describe EOP to a high school student interested in college as a program which gives you the opportunity to be in the college because the college sees potential in students who can’t afford college. EOP provides extra financial aid to students in the program. Be eligible for the program it's required to have a certain...
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...Supreme Court of the United States, In the case of the Supreme Court of the United States, Michael D. Crawford v. Washington. Michael Crawford was tried for assault and attempted murder for stabbing a man who was named, Kenneth Lee. Crawford stabbed Lee at his apartment on on August 5,1999. Police arrested petitioner later that night. Crawford claimed he had acted in self-defense when he believed Lee had picked up a weapon. Lee denied doing anything that might make Crawford believe he was trying to attack him. Michael Crawford contended that Lee had attempted to rape his wife, Sylvia. The police arrested him for the stabbing, and after giving both Michael and his wife, Sylvia, Miranda warnings, they interrogated both husband and wife twice. The statement Michael challenged under the Confrontation Clause came from a tape recorded interrogation of Sylvia. In her second interrogation, she gave a version of the fight between Michael and the alleged victim that at least appeared inconsistent with her husband’s self-defense claim. Sylvia’s tape recorded statement was introduced at trial against Michael even though he had no opportunity for cross examination. In reviewing the statement’s admission by the trial court, the Washington Court of Appeals and Washington Supreme Court applied slightly different tests grounded in the framework described by...
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...Bait advertising and special offers Bait advertising is the practice of offering items for sale at low prices to attract consumers to a business. Bait advertising can be a legitimate form of advertising. Example: An electronics retailer runs a campaign advertising 50-inch televisions at a price of $799 for a week-long sale. The retailer usually sells about 30 televisions of this type every week. The retailer only stocks two televisions at the advertised price and refuses to take customer orders. When customers attempt to buy the television at the advertised price, they are told it is out of stock and offered a more expensive unit for $999. This is likely to be bait advertising as the retailer does not have a reasonable supply of the advertised television. Offering rebates, gifts or redemptions When supplying or promoting goods or services, it is unlawful to offer rebates, gifts, prizes or other free items without intending to provide them. It is also unlawful to fail to provide them as promised. A rebate or gift must be provided within the specified time or, if no time was specified, within a reasonable time. Legislation: Australian Consumer Law section 32(link is external) If you use this promotional method, you should pay special attention to the detail of the offer to ensure your consumers are not misled. Example: A retailer offers customers the chance to enter into a draw to win a prize when they spend over $50 in one transaction. However, the business adds a fictitious...
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...review site, you should make sure to read their company profile. You (bloggers and advertisers) should know the company behind the review site. If it’s possible, it is advised that you verify the existence of these companies.You should doubt review sites that do not offer a detailed information about their company, services and products. Reliable review sites normally have an ‘About Page’ in their website including their contact information (e.g. contact person, contact number, email address and office address). Positive Testimonials From Publishers / AdvertisersWhen looking for testimonials for these review sites, do not be dismayed when you find negative reviews about their services. Negative reviews about these websites should be expected but in order for a review site to be reliable, there should be more positive testimonials from both publishers and advertisers than negative reviews.You should also check who made these testimonials. Make sure that the testimonials came from...
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...testify at trial because of Washington's marital privilege. The tape was played at trial, but she did not testify, testimonial statements are at issue, the only indicium of reliability sufficient to satisfy constitutional demands is confrontation. Rule: The question presented is whether this procedure complied with the Sixth Amendment's guarantee that, "[i]n all criminal prosecutions, the accused shall enjoy the right ... to be confronted with the witnesses against him. Where testimonial evidence is at issue, however, the Sixth Amendment demands what the common law required: unavailability and a prior opportunity for cross-examination. Petitioner argued that admitting the evidence would violate his Sixth Amendment right to be "confronted with the witnesses against him." Under Ohio v. Roberts, 448 U. S. 56, that right does not bar admission of an unavailable witness's statement against a criminal defendant if the statement bears "adequate 'indicia of reliability,' " a test met when the evidence either falls within a "firmly rooted hearsay exception" or bears "particularized guarantees of trustworthiness. Application: The Confrontation Clause was directed was the civil-law mode of criminal procedure, and particularly its use of ex parte examinations as evidence against the accused. In addition, “that the Framers would not have allowed admission of testimonial statements of a...
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...City of Richmond Water Metering Contract Renewal…..or not?? Should Neptune extend the contract? Pro’s Spread the initial start up costs Maintain a hold in the market. Opportunity to build on existing competencies. Strengthen and enhance the relationship with the City which could lead to referrals Avoid cost of shut down and new RFP. Experience developing customer relations would otherwise be lost. Opportunity to pursue other service support roles. Opportunity to renegotiate some conditions but not cost. Con’s Lose Revenue and Contract Generally low operating profit of $28 equivalent per volunteer (2007) from the program. Potential for profit to lower if marketing and advertising costs increase. Incur cost from shutting down the business. 2 Analysis of Neptune’s Initial 2005‐2007 Approach: INTERNAL (micro environment ‐ 5 C’s) STRENGTHS: • Gaining competence and credibility in meter installation and servicing • Strong Customer Relationship Record being established • 20% of the target market already adopted the new system • Development of a direct channel to the customer EXTERNAL (macro environment ‐ PEST) MISSED OPPORTUNITIES • Capitalize on the awareness peaks in Feb/March. • Endorsement and support from the growing sustainability movement. • Investigate new social technologies to 'spread the word' • No media aimed specifically at the ‘kids’ target market • Not taking advantage of the ‘kids' target market to convey the ...
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...Advertising plays a magnificent influence on children, especially children between the ages of three and thirteen. The technique is based on the curiosity of the children to encourage them purchase or consume the product such as drinks, games and toys There are three main techniques namely In-game advertising, Testimonial and Jingle in order to reach the customers. The first method is jingle which is a short melody of song often plays on radio or sometimes television. The term “Jingle” refers to an advertisements using music to influence the listeners. Jingle are created to be interesting , attractive and funny so as to the children listeners desire to have the products. An example of this is Vinamilk which is a famous brand in Vietnam. They use a short but effective jingle with a repeat times so that the audience eager to purchase the milk. Another method is the use of testimonial. Testimonial is a technique use a famous actors or actress to endorse a product. Children cannot distinguish between fact and fantasy, thus children are usually influenced by a hero they see in the movie or cartoon. For instance, Matsuzawa Tooru, a famous actor starring a superhero on television weekly show named “Shinkenger”. He endorses toys and clothes from BANDAI brand by persuading children that if they wear and buy their products they will be granted a super power like him. The final technique is In-game advertising using a short appearance of their product...
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...REBRANDING - PROMOTING ‘ELT’ Worldwide CASE STUDY PREPARED BY: Hooman Sabzehzar, Jimmy Zhang, Irene Dai, Ian Zhang, Seyed M Jamali, Miras Ismail STAR Format: Situation, Task, Action, Result SITUATION Enhanced Language Training (ELT) offered by TDSB. • 14-week program experience in-class training followed by a work-placement experience. - Eight-week enhanced language training course, focuses on improving Business English skills and introduces clients to Canadian workplace culture. • Within the first eight weeks, clients receive sector specific training in one of the following fields: • - Accounting, Customer Service & Administration for Immigrant Women, Engineering Financial Services, IT and Sales & Marketing. • Unpaid Work Placement Experience • Job Development Support Program Eligibility • Newcomers that are eligible to work in Canada; • All learners must be Permanent Residents or persons who have been deemed a Convention Refugee; • Canadian Language Benchmark (CLB) 6+ or LINC level 5 (completed); and • Learners must be committed to an 8-week Business English program. TASK: Marketing ELT to a specific audience of other new immigrants, job seekers, people who need to enhance their English language skills – and those unaware of the existence of the ELT Program Suggestions for Improvement: 1- Rebranding and repositioning of the program 2- Increase awareness in different communities ...
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...SEP Exchange Places Allocation Grading System Strategic Objectives * In line with the School mission and vision, the overall allocation of places at Universities for Exchange is modified to recognize Business Students who embody the A.C.E attributes of our School’s Values : Analytical (Rigorous and critical thinking), Caring (Having a heart for those around them, and for global, social causes) and Enterprising (Embrace the spirit of leadership, entrepreneurship, creativity and boldness to step up, and step out) * Encourage holistic development of BBA students beyond academics * Improve the evaluation parameters in the allocation of SEP places to students * Increase transparency in the SEP selection system Operational Objectives * Reduce weightage of the Cumulative Average Point in SEP admissions/allocations * Include co-curricular parameters into the overall consideration for SEP admissions/allocations * Ensure a transparent, meritocratic system of selection/allocation of SEP places to students who demonstrate the values of the School (ACE) Grading Structure Parameter | Max number of points/Weightage (%) | Remarks | Cumulative Average Point (CAP) | 70 | CAP to be re-weighted to 70% (Out of a possible maximum of 70 points, down to 2 decimal places) | Co-curricular Activity (CCA) Involvement | Up to 10 | Applicants will be awarded up to 5 points for each CCA involvement. A maximum of 10 points (2 CCAs) can be counted.Can be NUS based...
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...Sadie’s characteristics give me the impression that she could live in today’s world. Sadie liked the finer things in life even on such a modest income. She enjoyed finer clothing in hopes that it could help her fit in with the higher class citizens. Sadie was extremely supportive of the union, yet was afraid of being associated as being a socialist. What surprised me about Sadie Frowne was her calm demeanor throughout her testimonial. She seemed to emit almost no emotion when talking about the death of her parents and the injuries some workers suffered. Sadie never complained about the hardships that she had faced. I was rather shocked at how casually she would speak about getting injured at work. “We all have accidents like that. Where the needle goes through the nail it makes a sore finger, or where it splinters a bone it does much harm. Sometimes a finger has to come off.” One thing that I learned from this passage is just how strong of a person Sadie was. When times were troublesome, she was able to push forward and persevere. Rose Cohen’s testimonial was not quite as surprising as Sadie’s. I feel that...
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...Rodney Bumbray Site Title RJs Used Cars Web Site Site Purpose The goal of the used car website is to give people a good idea of what we have in inventory and how we work. In order to accomplish this, the site must: Site Objectives • Promote an online awareness of the company • Establish the company’s credibility by providing customer testimonials • Educate site visitors about the need to work with us when looking for new car Main Elements The main features (topics) of this site • Provide articles and reviews about the company • Include images and video of the cars in stock and the people satisfied with the cars they purchased • Provide e-commerce tools such as a wish list, application, and email contact Content The site will contain the following page types: • Home page with slide show layout; no splash page • About us summary page, Management Team, and Locations • Customer Testimonials page • Inventory Page • Contact us page with customer service links • Privacy Statement page Value Added Content The site’s value added content will include the following: • Company logo • Photos of Cars • Video clips of customer testimonials and video blogs • Current news pages with articles and columns Target Audience The typical site visitor: • Anybody with any type of credit history Site Structure The site will have a Hierarchical site structure with a combination of text navigation menus, navigation bars and image links. The home page will have a carousel feature ...
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...Blue Jean Buddha: Voices of Young Buddhists The book Blue Jean Buddha: Voices of Young Buddhists is a collection of testimonials from practicing young adults in North America edited by Sumi Loundon. It takes an interesting approach to Western Buddhism, divided in four parts being lessons, life stories, livelihood and personal reflections by the editor. It explains first-hand the overcoming of struggles and barriers faced by modern Buddhists on their everyday path to enlightenment. The stories of the young North American Buddhists vary from Lillian Guild’s search for a relationship with a strong religious foundation to Elijah Ary’s duty of bridging the Eastern and Western Buddhist worlds. As seen in lectures, Elijah Ary is a tulku, a reincarnation of a popular Tibetan Buddhist monk, and the only one ever born in the Western world (ever to be confirmed by the Dalai Lama). Another testimonial is entitled “I’m a Mutt” by Hanuman Goleman, a self-proclaimed “Bu-Hin-Chris-Jew”. Goleman explains his choice to focus on his Buddhist way of life, while remaining conscious and respectful of other faiths. Like Ary, Goleman was born to a Jewish father and Christian mother who later converted to a major Eastern religion (Hinduism at first, in contrast to Ary’s Buddhism). I found it interesting to see two men from such similar roots overcome great diversity and pursue the same faith with much different paths. Unlike Ary, Goleman was under no pressure to pursue his faith studies in traditional...
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