Celebrity Endorsement In Malaysia Marketing Essay

Celebrity Endorsement In Malaysia Marketing Essay Advertising started to play an active role in advertising when it came to the development of society in the economy in the early 1930s. Celebrities acted as spokesperson, in order to advertise and promote a company products, services or ides. Those celebrities came from the art scene, modelling, sports as well as the entertainment industry (Kambitsis et.al., 2002). When a British actress Lillie Langtry appeared on a package on Pears Soap in 1893, she became the worlds first celebrity endorser. Since radio became commercial in the late 20s and television was introduced in the late 40s, celebrities started doing commercials (Sherman, 2010). Due to this, celebrity endorsement has become one of the most effective tools in attracting consumers. Almost every celebrity all around the world is doing commercials. For examples Jack Benny, an American actor and comedian endorsed Jell-O, a gelatin dessert product in the 30s and 40s, David Beckham with Pepsi, Soon Hye Kyo with Laneige, Ashwarya Rai with LOreal shampoo, Jackie Chan endorses Kaspersky, and many more. In Malaysia, celebrities have also been widely used in advertising. For example, Erra Fazira endorses Lux, Sarimah with Rejoice, Chef Wan with Vesawit and Siti Nurhaliza with Pepsi. This shows that by having celebrities to endorse a product it will not only increase the brand image but also the level of credibility and belief among consumers (Zabid et.al, 2002). Problem Statement Celebrity endorsement has become one of the most employed strategies in promoting a product or a service. This is because celebrities are well-known therefore; they will make the product that is being endorsed more noticeable. Even though this strategy is the most commonly use, there are some companies in Malaysia are still reluctant to use this strategy in promoting its product. Therefore, this research with the title The Effectiveness of Celebrity Endorsement in Malaysia will help the companies by answering questions regarding the topic. They are: What are relationship between advertising and celebrity endorsement? What are the factors that influence the effectiveness of celebrity endorsement? How effective is the implementation of celebrity endorsement in Malaysia? Research Objectives Based on the problem statements stated above, the research objectives are: To review the relationship between advertising and celebrity advertising. To analyze the factors that influences the effectiveness of celebrity endorsement. To evaluate the effectiveness of celebrity endorsement in Malaysia. 2. Literature Review Relationship between Advertising and Celebrity Endorsement Advertising is defined as the promotion of a companys products and services to drive sales and also to communicate changes of new products or services to the customers (Buzzle.com, 2011). Advertising has become one of the essential elements in a business because it does not only help in increasing the sales of the product but also creating and maintaining its image among customers. There are various types of advertising that can be implemented by companies in order to promote its products and services. They are print advertising, outdoor advertising, public service advertising, surrogate advertising, covert advertising, broadcast advertising and celebrity advertising (Buzzle.com, 2011). Print advertising is a type of advertising that uses printing media such as newspapers, newsletters and magazines to convey its message to customers. On the other hand, outdoor advertising communicates its message through promotional display such as highway billboards, transit posters and arena placement (Wisegeek.com, 2011). According to Wisegeek.com (2011), Outdoor Advertising Association of America, Inc. (OAAC) had stated that businesses spent $5.8 billion dollars on outdoor advertising in 2004. Public service advertising is an advertising technique that conveys socially relevant messages regarding important matter and social welfare causes like poverty, and deforestation (Buzzle.com, 2011). Meanwhile, surrogate advertising is defined as the process of duplicating the brand image of one product extensively in order to promote another product of the same brand (Panda, 2005). For example, companies that produce cigarettes or alcohol which are prohibited by law in some country have t o come up with other products of the same brand in order to remind people about their existence in the market (Buzzle.com, 2011). According to Targeting-Marketing.com (2011), covert advertising is presently is the hottest trend in promoting a product. Covert advertising is a type of advertising that incorporated in some entertainment and media channels such as movies, sports and TV shows in order to reach its customers. Some of the examples are the appearance on Nokia N97 in I Gotta Feelin' music video by Black Eyed Peas, and the sponsorship of an America TV show F.R.I.E.N.D.S. by Nescafe. Another type of advertising is broadcast advertising. Broadcast advertising is a type of advertising that uses medium such as television, radio and internet to convey its message to the people. This is the most popular advertising technique because it enables the company to reach a wider audience. On the other hand, celebrity advertising is the use of a celebrity or a public figure for the purpose of selling products or services. According to McCracken (1989), celebrity endorsement is defined as a personality who benefits from public recognition and utilizes this acknowledgment on behalf of a consumer product by endorsing it to the public (McCracken, 1989). In short, a celebrity is someone who is well-known due to his/her achievement especially in areas of entertainment such as films, music, writing, or sport. There are two forms of celebrity advertising; celebrity license and celebrity endorsement (Mistry, 2006). Compared to celebrity license, celebrity endorsement is the most widely used strategy in promoting products and services today. Celebrity endorsement is when celebrities give his/her expert opinion regarding the product, become the spokesperson for a product, or just being associated with a particular product (Seno and Lucas, 2007). However, according to Kamins (1989) celebrity endorsement may also include the non-celebrities such as a typical consumer, a product professional expert, or a company pr esident. Typical consumer endorser is an ordinary person who has no special knowledge regarding the product but has already purchased and used the product beforehand. On the other hand, a product expert is a person or a group that possesses a superior knowledge regarding the product (Zabid et.al., 2002). Celebrity vs. Non-Celebrity Effectiveness According to Seno and Lucas (2007), a research has found that compared to other type of endorsers such as typical consumer and the professional expert, celebrities are the most effective individual to attract customers. In contrast, Tom et.al (1992) said that non-celebrities endorsers are more effective compared to celebrity endorsers. This is because with non-celebrity endorsers, it enables the company to control and create the characters that is appropriate for the product and the target audience. Besides that, these characters are not allowed to endorse any other product. On the other hand, celebrity endorsers had already created their own characters therefore; the company is unable to control them. Differences were found in the cognitive responses. However, there is no statistically significant difference in attitudes towards advertising and the intention of purchasing the endorsed product in the celebrity and non-celebrity endorsement (Mehta 1994). Factors that affect the Effectiveness of Celebrity Endorsement There are number of factors that influence the effectiveness of celebrity endorsement. Examples of the factors are celebrity performance, celebrity attractiveness, celebrity credibility, celebrity information, multiple endorsements, celebrity popularity, celebrity availability, celebrity-product match, and many more. However, in this research only some of these factors will be discussed. Celebrity Performance In the context of this research, celebrity performance refers to the achievement of the celebrity in their chosen profession. This could refer to the success of the celebrity in music or movies, the performance level of athlete in sports and many more. When a celebrity fails to perform in acceptably by consumers, the effectiveness of the endorsement tends to decline (Agrawal and Kamakura, 1995). In contrast, if the celebrity performance is increasing, the effectiveness of the endorsement will also increase. Celebrity Information Since there is always a pairing between the brand and the celebrity established by consumers, negative information regarding the celebrity may affect the brand negatively (Erdogan and Baker, 2000). For example, Tiger Wood is always known as the endorser of Nike. However, due to a series of news report about his personal life, Nike lost over four percent of its aggregate market value (Knittel and Stango, 2009). This shows that a negative perception about a celebrity will decrease the level of the effectiveness of the endorsement. Hence, it will lead to a loss for the company. Celebrity Attractiveness Chao et.al (2005) has stated that celebrity attractiveness in one of the factor that can determine the successfulness of celebrity endorsement. According to Kahle and Homer (1985), physically attractive endorsers are generally viewed and more preferable by consumers compared to the less attractive endorsers. Hence, by having attractive celebrity endorsers, it will increase the effectiveness of the celebrity endorsement. For example, when Laneige decided to change its endorser from Jeon Ji Hyun to a prettier and famous Korean actress, awareness of the existence of the brand starts to increase among consumers. This leads to an increase in sales of the product (Amore Pacific Corporation, 2009). Celebrity Credibility The most important aspect in celebrity endorsement is credibility. According to Miciak and Shanklin (1994), a research made among 43 advertisement agencies and companies, it is believed that the most important scope of credibility are trustworthiness and the expertise of the celebrity with the product that is being endorsed. For example, with the credibility of Amitabh Bachchans, Cadburys business which was declining due to the controversy has been revived and back on track (Taleja, 2010). Multiple Endorsements There are two cases of multiple endorsements that are always been debated. They are 1) a single brand hiring multiple celebrities and 2) a single celebrity endorsing multiple brands. For example, Britney Spears, consumers may remember her as Pepsis endorser but they might not remember her as McDonalds or Toyota Vioss endorser in 2000. Another example of multiple endorsements is Clear for Men uses Christiano Ronaldo and Rain as endorsers. Celebrity-Product Match The celebrity-product match/fit is also known as the match-up hypothesis. It refers to the synchronization of the match between the celebrity endorser and the product that is being endorsed (Till and Busler, 2000). According to Friedman et.al (1978), Erdogan and Baker (2000), and Till and Busler (2000), celebrity-product fit is the key function of the effectiveness of celebrity endorsement. This is because with the right celebrity with the right personality, the message can be convey to the consumers effectively. For example, Pepsis target market is the youth. Therefore, by sponsoring Michael Jackson World concert in 1993, Pepsi is able to reach its target market easily. Research Methodology 3.1 Theoretical Framework Figure 1: Factors that Influences the Effectiveness of Celebrity Endorsement 3.2 Path Analysis The main purpose of this research is to analyze the factors the effectiveness of celebrity endorsement as well as to evaluate the effectiveness of celebrity endorsement in Malaysia. From the literature review above, it is found that there are 6 main factors that influence the effectiveness of implementing celebrity endorsement strategy to attract customers. By understanding these factors, the effectiveness can be identified. Hence, the effectiveness of the implementation of this strategy Malaysia can be investigated. 3.3 Research Design 3.4 Data Collection Data is the most crucial element needed in making a research. This is because without the presence of relevant data, the objectives and purpose of a research cannot be met easily. There are two types of data; primary data and secondary data. Primary data is the original or first-hand material that has not been interpreted by anyone before. It can be further divided into two categories; qualitative data and quantitative data. Qualitative data is described as data that can be categorized according to its characteristics such as gender and nationality. On the other hand, quantitative data (also known as numerical data) are data that can be measured on a numerical scale. Secondary data is the information collected from other resources such as books, journals, review articles, and newspaper which is related to the research.   For this research, primary data can be obtained through questionnaires, focus group or observation. Questionnaire is a set of questions given to respondents in order to get data which is related to the research topic. On the other hand, focus group is a form of  qualitative research  in which a group of people are asked about their perceptions, opinions, beliefs and attitudes towards a product, service, concept, advertisement, idea, or packaging (Henderson, 2009). Meanwhile, observation refers to a technique in which the behaviour of research subjects is watched and recorded without any direct contact.The most effective primary research for this study is questionnaire. This is because questionnaires enable researcher to obtain data from the target group efficiently. In the questionnaire, the questions are designed as open ended questions and close ended questions. Open ended questions are questions that required the respondents to attach their opinion towards the question. Meanwhile, the close ended questions required the respondents to choose, or rate the questions accordingly. For this topic, both questions are suggested to be asked in the questionnaire. By having these two types of questions in this questionnaire, it enables researcher to collect information containing both qualitative and quantitative data. However, there is no primary research has been done by the researcher yet. Therefore, no primary data are available. For secondary research, data are obtained from journals, books, and website published by others. In developing this research, number of journals, articles, books and websites has been referred. However, only some of them are used in developing this research. 3.5 Sample This research focuses on the sampling group of young adult and adult from the age of 18 to 35 years old. This range has been chosen because they are the group of people who always make their own decision on purchasing a product or service. Besides that, this range is chosen because they are the group of people who are always be influenced by the celebrities. By having them as the target segment, research can be done easily and effectively. 3.6 Measures In this research, the measurement scales that are selected are the likert scale and the nominal scale. According to Proctor (2003), nominal scale enables an object to be placed in one and only one of a set of mutually exclusive classes with no implied ordering such as gender; male or female. On the other hand, likert scale is a scaling method that describes the quantitative value to qualitative data in order to make it amenable to statistical analysis such as strongly agree, agree, neutral, disagree and strongly disagree (BusinessDictionary.com, 2011). For this research,  the nominal scale is used to measure the age and gender of the targeted respondents and the likert scale is used to measure the consumers perception towards celebrity endorsement. 3.7 Limitation Due to the nature of this research, it has to be said that the research could have been done more accurately if more resources for example text book could be obtain to support the research. This research title is very limited in text book provided in KBU College Library but there are more in the Emerald Insight website. In order to obtain quality journals from there, users are recommended to pay the membership fee online. However, KBU does offer student the access to Emerald Insight website because the college had already paid the fee, but students are allowed to access to the website within the college premises. Furthermore, this research only used secondary data collection. Most of the secondary data come from other authors opinion gain from their findings. So, the opinions from other authors do not mean they are aligned with the entire populations opinions in this world. Due to this problem, the accuracy of this research had reduced. Besides that, due to the limited time, no primary research has been done. Hence, all information available in this research does not meet the purpose of this research which is to study the effectiveness of celebrity endorsement in Malaysia. Ethical Consideration Before conducting the research, a researcher has to make sure that the research topic, objectives and benefits are clearly explain to avoid the deception on the research. Besides that, all the information given by the respondents such as name, age, contact number and home address are private and confidential. Hence they must be protected and cannot be reveled or sold elsewhere. Respondents are also allowed to not to provide their details or information before answering the questions to protect their privacy if forced. Time scale

Early English Law Essay

Early English law sought not only to deter crime and immoral behaviour but to exert social control, particularly over the lesser mortals, nothing changes. Crimes committed in early England are not much different to the crimes committed today, although the punishments given are very different. Our methods today for punishment no longer use barbaric methods such as hanging, stoning, burning, drowning, decapitation and the breaking of the neck for serious crimes nor do we amputate , blind, scalp and brand for the lesser crimes committed. Instead we send offenders to prison for the serious crimes and fine/community service for the lesser crimes committed. Abduction, murder, rape, robbery, damage to property and assault are still punishable today but adultery and slaves are no longer offences due to society changes. To exert social control early English law stated â€Å"any person who tried to escape pursuit or to act in self-defence could be cut down irrespective of the magnitude of the suspected offence or the age or sex of the suspected offender† this can be said for today if a suspect were to run from a crime. In Aethelbert’s codes that all men were not equal before the law, and even less so in the case of women does not extend to today as far as the law is today, all men and women are equal regardless of colour, race, age or gender. Early English law did not have prisons and fines were determined by social status, the higher up the person was the less they had to pay. The king did not have the expense in maintaining prisons as as far as he was concerned compensation rather than incarceration was eminently satisfactory method of dealing with crime. Substantial proportion of fines and confiscations were claimed by him, crime did pay as far as the crown was concerned. Today, fines could not be considered for crimes such as rape and murder. Another method of early English law social control was that of hanging, stoning, burning, drowning, decapitation and the breaking of the neck these would be done in public and people would come to watch the executions. Also, mutilation of limbs carried scars and offenders would have to live with this for the rest of their lives. This helped to exert social control as the executions and mutilations would act as a deterrent in that no one would want this to happen to them. None of these methods are done today. It is clear to see that there are no real comparisons to early English law and the law today. Today we have prisons and use fines to exert social control. We no longer use barbaric methods to enforce the law. Sentencing, fines and community service today should be enough to discourage from people offending although in all societies offences do happen as they did back in early England but today we tend to help the offenders by counselling, fining and giving back to the community as in community services, whereas early England the punishments were grotesque. Death, mutilation and maiming were acceptable methods of punishments and social control.

Learning Experiences Essay

A fear of something may begin as an involuntary response that is then reinforced through experience. Fears that arise out of experience may be based an isolated event, or a recurring event that reinforces the behavior. This experience which causes the fear can be analyzed through classical conditioning, operant conditioning, and cognitive-social learning. For example, an individual with a fear of dogs may have had a natural fear without any negative experience which then may be reinforced through actual negative situations. There may not be an explanation of why this fear develops just as a person may have distaste for certain foods, types of music, or specific hobbies, however circumstances may reinforce the fear that commenced without a definitive cause. Someone may have a fear but the fear may not necessarily be one that exists long term when reinforced with positive reinforcements it can be diminished or not so debilitating. This paper will discuss a particular individual, or sub ject, and her experiences which led to intense fear of dogs, that then diminished as a result of a long periods of positivity in her interactions with dogs. Classical Conditioning â€Å"Classical conditioning helps explain such diverse phenomena as crying at the sight of a bride walking down the aisle, fearing the dark, and falling in love.† In other words, having a particular experience or series of experiences brings about a permanent change in behavior. The subject as a child had a natural fear of dogs which could be be attributed to lack of interaction, and feeling intimidated by their size, which formed a feeling of danger. Another unconditional stimulus to reinforce this fear is that dogs bark, and their behavior can be unpredictable, which can instill a sense of fear and danger. These natural fears became conditioned through reinforcement from the subject’s parents to be cautious around barking dogs in an attempt to protect her from possible harm by an unfamiliar dog. This reinforced barking to be a sign of aggression. Therefore the subject associated barking with dogs being aggressive causing fear and anxiety also known as a conditioned r esponse. Operant Conditioning â€Å"Operant Conditioning is learning in which a voluntary response is strengthened or weakened, depending on its favorable or un-favorable consequences.† The fear was a negative reinforcer on two occasions when the subject witnessed dogs biting others, and the attacks were un-provoked. Both of these dogs barked before the incidents occurred. Although the fear was reinforced through these negative situations, years later the subject was continuously exposed to dogs and was able to develop a better understanding of their behaviors and interactions with humans. These positive interactions alleviated most of the anxiety and debilitating fear she once experienced in the presence of dogs. Through continued interactions the subject was able to better understand the reactions of the dogs were reasonable in response to the particular circumstances the dogs perceived based upon their natural instinct to protect. Over time a better understanding of a dogs aggression and the subject realized that not all dogs bite in all situations. Cognitive Social Learning â€Å"Cognitive Social Learning is an approach to the study of learning that focuses on the thought processes that underlie learning.† The subject overtime learned that most dogs are not taught to be aggressive because she was constantly put in situations to be around them without negative results. She learned to overcome her fear because she mimicked interactions that were previously seen earlier in life. Her dogs show her affection. She learned that barking can be a reaction to many things and does not signify aggression or danger. Conclusion Fear can be can overtime can be diminished by positive reinforcements. The subject now owns five large breed dogs. She is shown affection and loves her dogs. Although her fear is not completely gone, it is manageable and is no longer a phobia. Her fear was debilitating in early years.

Attitude Toward Writing Essay Example

Attitude Toward Writing Essay Example Attitude Toward Writing Essay Attitude Toward Writing Essay Attitude Toward Writing BY ne1416 According to Lou Holtz Ability is what youre capable of doing. Motivation determines what you do. Attitude determines how well you do it. I dread writing, whether it is academic or not. Whenever I pick up a pen to starts writing something, I get queasy. For example, the worst punishment someone can ever give me is a writing assignment. It has been like that ever since I learned how to write. The three main reasons I hate writing is because it has been a challenge for me, I lack confidence in y own potential, and I find it very hard to express my thoughts on paper. The first reason why I dislike writing is because it has always been a challenge for me. I remember back in ninth grade, my English teacher assigned us an essay about smoking. That day, I went home, sat on my bed, chewed on my pen cap, and started writing. I finished in one day, an essay that I had a week to complete. When the due date came, I was very nervous because I though my teacher was not going to like the essay, and I was right. She said that my essay made her want to start smoking, and that I will never make it out in the real world with writing skills like that. She crushed me. Unlike most people, I did not cry but from that day forward, I truly believed that I am a horrible writer. The second reason why I dislike wring is because I have a lack of confidence in my own potential. Although I have great knowledge of what I am supposed to talk about, but there is this voice in the back of my mind that making me doubt myself. For example, the voice is telling me to gives up. I second guess myself after every word. I gets afraid of making grammar mistakes and I lose all hope in writing a successful paper. Finally, the third reason why I am not a fan of writing is that I find it difficult to express my thoughts on paper. For example, writing takes a lot of thinking process. As a result it gets very hard for me to get my point across. I would start writing and before I know it my mind is traveling to a new place where the topic in focus is everything but the assigned topic. Furthermore, I get frustrated asily when I cannot get back to my original ideas and finish what I had started. Nonetheless, I am still not a fan of writing and it is because it has always been a challenge for me. I have a lack of confidence in my own potential, and I find it difficult to express my thoughts on paper. I come to understand that having a positive attitude is key to be successful in life. I also understand how important it is to be able to write effectively in the medical field. By have a great English teacher as Mrs. Martin, so I think that I can overcome these problem.

French Trains Vocabulary - Prendre le Train En France

French Trains Vocabulary - Prendre le Train En France Taking the train is a fast, often comfortable and relatively cheap way to travel in France. Yes, there are strikes, but not all the time, and all in all, taking the train is quite reliable. I will be writing several lessons on this subject: tips to feel prepared when you travel by train, easy learn French in context story with English/French side by side translations  and even a useful questions and answers lessons. So make sure you subscribe to my newsletter to get informed of new releases. Un voyageur – a travelerLa gare – the station (watch out for the pronunciation – gAr, not gayr which is â€Å"la guerre: war)Un billet – a ticketUn guichet – a boothUne salle d’attente – waiting areaUn panneau d’information – information displayLe dà ©part – departureL’arrivà ©e - arrivalsLa seconde classe, la premià ¨re classe – 2nd  and 1st  classUn aller simple – one wayUn aller-retour – round tripUne place (assise) – a seatUne place duo – 2 seats next to each otherUn carrà © – 4 seats, separated in 2 rows facing each otherUne rà ©servation – bookingVoyager dans le sens du train – to be facing towards where the train is goingUn billet remboursable – refundable ticketUn billet à ©changeable – exchangeable ticketUn train direct – direct trainUne correspondance – transferUn changement – transferLe quai †“ the platformLe passage souterrain – the underground passLe rail, la voie – the track (rail is pronounced like rye in English)La voiture, le wagon (v sound) – the carLe bar – the snack carUn contrà ´leur – a controller Follow these links for more of my taking the train in France related articles: -  Master Train Announcements in French-  Lets Take the Train Together - Bilingual French English Story

Are human beings capable of acting from a concern for others that is Essay

Are human beings capable of acting from a concern for others that is not derived from a concern for their own welfare - Essay Example gates various questions for example, the best ways for individuals to live in society, the best ways to conduct businesses using the business ethics and the actions that are considered wrong or right in certain circumstances. Ethics strives to provide the answers for the complex questions regarding human morality by elaborating concepts like evil and good, wrong and right, vice and virtue, and crime and justice. Business ethics is a type of applied ethics that is used to scrutinise the ethical principles and ethical issues that come up in the business environment. Business ethics is defined as the study of the proper practices and policies in businesses in regards to the potential controversial issues for instance insider trading, corporate governance, discrimination, fiduciary responsibilities, and corporate social responsibility.3 The business ethics are developed in enterprises so that a particular level of trust is enhanced among the employees, consumers, and other market participants that promote the business and the general economy of the States. This essay is going to discuss if human beings are capable of acting from a concern for others that is not derived from a concern for their own welfare, from the angle of ethics and economics point of view. Meta ethics seeks to comprehend the nature of the ethical statements, properties, judgements and attitudes. Meta ethics addresses queries such as the goodness in individuals and how people can differentiate between the good and bad, therefore seeking to recognize the nature of diverse ethical evaluations and properties. Human beings are capable of acting from a concern for others that are not derived from a concern for their own welfare depending with how they were brought during their childhood and what they learnt from school, religious places the surrounding environment regarding what is right and wrong. Individuals whose goal is to improve and attract more customers to their businesses act with concern for

Outline the main features of ethnographic research and discuss when Assignment

Outline the main features of ethnographic research and discuss when and how it might be used - Assignment Example These are naturalism, understanding and discovery. Naturalism is the view that social research should capture the human beings in their natural environment directly. Understanding conveys that human beings do not give out fixed responses each time and each response has to be understood individually. Lastly, ethnographic research is defined as being inductive or discovery-based, rather than merely testing hypothesis. According to ethnography, cultural understandings need to be identified for research interest. An ethnographic study can overestimate the role of cultural perceptions or underestimate the role of objective forces. Ethnography can identify the relevant community of interest though often this isn’t easy. Factors like community, formal organization, informal group, and individual-level perceptions may affect the subject of study. An ethnographic focus may overestimate the role of community culture and underestimate the casual role of individual psychological or of sub-community forces. It is also believed that the researcher has complete knowledge of the subject under study including the language and customs of the population. In this case, the researcher may get influenced by his or her own culture during the