Analyse marketing de l’industrie des voitures et des personnes célèbres

Mémoire Marketing & marques Marketing automobile

Date de publication :

03/05/2008

Langue :

Anglais

Format :

.doc

Nombre de pages :

94 pages

Niveau :

grand public

Consulté :

1 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Industry Review
1. Celebrity Endorsements
2. Motor Industry
3. Other Factors involved in the Automobile Purchase Process
4. Research Objectives
Literature Review
1. Multi-Dimensional Scaling
2. Perceptual Mapping
3. Correspondence Analysis
Marketing Research
1. The Research Plan
Marketing Analysis
1. General Statistics
2. Multi Dimensional Scaling
3. Correspondence Analysis

Résumé :

marketing analysis of the cars and celebrities industry (titre original)

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 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.
Using celebrity endorsers is becoming increasingly popular as a form of building a brand's profile and image. Shimp (1998) approximated that in 2000 that 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.