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Market Research Industry

Products sell because they portray an image that speaks to a specific target market. To get you started, here are some pairings. Some work some do not; you be the judge:

â?¢Ozzy Osbourne, outrageous heavy metal legend AND Encyclopedias
â?¢Angelina Jolie AND a line of organic baby food
â?¢Donald Trump AND a Business School
â?¢Skinny Supermodel Kate Moss AND a line of high fat, high calorie baked goods
In this scenario, you will be casting five actors to endorse five products targeted at different market segments. You select the 5 products. You want to match up an appropriate endorser with the product you have selected. Remember it can be any product.

Find pictures of five different people on the internet that you think represent each of the products you chose. You will have one endorser for each product.

Start with the file linked here: U1 IP Product Endorser

Customize the file to create a form so that you may use it to secure opinions about Product and Endorser matches.

â?¢Replace the Generic Picture on the attached form with the one you found on the Internet
â?¢Create a listing of at least 7 different products (including the product that you think would best fit with the selected endorser.
â?¢Repeat this for the other 4 pages.
Using the form you created, survey 5 people on their feelings about Product-Endorser matches.

Create a presentation of your findings:

PART 1: Library Database Research & Application

Using articles from the library's full-text databases:

1.Provide a research background on how the selection of endorsers can affect a consumer's perception about the brand being represented.
2.Include examples of a good match and bad match and explain the implications of both situations with regard to the short-term health of the product or brand.
This portion of your paper will be 3-4 pages in length and must be based predominately on articles from the library's full-text databases.

PART 2: Primary Research

1.Explain the rationale behind each of the matches
2.Describe the data collection methodology (did you email the files, get responses in person, or hand out the files and have respondents return them?)
3.Collate and present your results. You may create tables or charts in Word.
4.As a conclusion, apply the research to the findings of your study. What are the implications for marketers?
This portion of your paper will be 2-3 pages in length (excluding tables or charts you may to include)

In the business world it is important to use research to strengthen points that you make in presentations and projects. You will see references to using specific databases throughout this course. Research is a crucial skill in marketing and learning to use the search functions in these databases is about critical thinking which complements other research techniques you have used prior to the class.


Solution Preview

The response addresses the queries posted in 1877 words with references.
// This part of the paper includes the introduction about the paper, the topics to be discussed and also the affect of the endorsement of brands on the consumer perception. This part also includes how the selection of the endorser changes the perception of the consumer and how the endorser has been selected for the brand. //


In this paper, it is discussed that how the selection of endorsers affects the consumers perception about the brand being represented. The paper also includes the discussion about the relationship among the consumer's attitude toward celebrity endorser and attitude toward advertisement and brand. The paper also includes the discussion about the selection of the endorsers which affects the purchasing behavior of the consumer. The discussion also includes the affects of a good match and bad match of endorsers with the brand image and also the implications of both the situations with regard to the short-term health of the product or brand.Market Research Industry


Celebrities or endorsers are the individuals who have a broad public recognition by a large share or group of people. While the main attributes which make them attractive and popular mainly includes attractiveness, extraordinary lifestyle, special skills, etc. are some of the examples of common characteristics. Celebrity or endorsers generally enjoy a high degree of public awareness and they also differ from the social norms.

Research on Brand Endorser and Consumer Perception

The selection of endorsers have a great impact on the consumers' perception, as the use of right celebrity endorsers or selection can generate a higher positive outcome as well as, better purchasing intention of the consumers, than the wrong selection. The wrong selection of the endorser for a brand or the use of non linked endorser or endorser with negative image will affect the brand image to a great extent. For example, celebrities or endorser who have created their negative image among the public or consumers because of some negative events, e.g. accident, have baneful effects on the products or brands that they endorse and this also affect the product or brand image adversely (Hoyer, Macinnis and Dasgupta, 2008).

So, the selection of an endorser must be done based on the similarity between company's product or brands image with that of the attributes or personality of celebrity and also with that of the // This part of the paper also includes the discussion about the how the endorser has been selected for the brand. The selection includes analyzing the attributes of the endorser and the product or brand of the company.//

Characteristics of the market targeted or segment in order to establish effective messages for the brand or product. It has generally been analyzed that the endorsers for a brand results to be more impelling when there is a good fit in between the endorser and the marketed product.

The degree of similarity between the brand image of the product and the image of the celebrity endorser should be analyzed in order to get ...

Solution Summary

The response addresses the queries posted in 1877 words with references.