Buying Celebrity

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Essay Database > Literature > English
One of the major problems that the marketing world faces is how to successfully market a new product to the consumer. There are numerous different tools or instruments that the consumer has to choose from, ranging from direct-marketing to sponsorship. The term that is used to solve this problem is marketing communication. Marketing communication is defined as the mass communication of a company with its customers in order to inform customers about brands, products and …

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…aspects. However, advertisement and endorsement are two instruments that when combined can be very successful. If a company has the means necessary to combine celebrity endorsements and advertising, then they have the potential to launch an extremely beneficial marketing campaign. Because of the high public profiles that most celebrities have and their influence of their audience and fans and the wide reach that advertising has, these two marketing-communication tools will create a strong marketing-communication strategy.