Products sell because they portray an image that speaks to a specific target market. To get you started, the following are some pairings—some work and some do not; you be the judge:
- Ozzy Osbourne, outrageous heavy metal legend and encyclopedias
- Angelina Jolie and a line of organic baby food
- Donald Trump and a business school
- Supermodel Kate Moss and a line of high-fat, high-calorie baked goods
In this scenario, you will be casting 5 actors to endorse 5 products that are targeted at different market segments. You will select the 5 products. You need to match up an appropriate endorser with the product you have selected. Remember, it can be any product.
Find pictures of 5 different people on the Internet whom you think represent each of the products you chose. You will have 1 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, as follows:
- Replace the generic picture on the attached form with the one you found on the Internet.
- Create a listing of at least 7 different products (including the product that you think would best fit with the selected endorser).
- Repeat this for the other 4 pages.
Using the form you created, survey 5 people on their feelings about your product–endorser matches.
Create a presentation of your findings following the directions below.
Part 1: Library Database Research and Application
Using articles from the library’s full-text databases, complete the following:
- Provide a research background on how the selection of endorsers can affect a consumer’s perception about the brand being represented.
- 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.
Note: 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
- Explain the rationale behind each of your matches.
- Describe the data collection methodology. (Did you e-mail the files, get responses in person, or hand out the files and have respondents return them?)
- Collate and present your results. You may create tables or charts in Word.
- As a conclusion, apply the research to the findings of your study. What are the implications for marketers?
Note: This portion of your paper will be 2–3 pages in length (excluding tables or charts that you may want to include).
- This assignment requires the use of articles from the library’s full-text databases. Articles are found in periodicals. These are not to be confused with e-books or reference books. The best databases for marketing are as follows:
- ABI Inform Global
- Academic Search Premier
- Business Source Premier
- Masterfile Premier
- PsycArticles (in some cases)
- You should steer away from databases that focus on books, including reference books such as Credo Reference, eBrary, NetLibrary, or Oxford Reference.
- Your report must include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. For more information on APA, please visit the APA Lab.
- Your paper should be written in third person; this means words like “I,” “we,” and “you” are not appropriate. Instead of saying, “I researched and found out…,” refer to yourself in the following manner: “The research team surveyed five people…”
- Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 5–7 pages in length, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8–10 pages in length.
- Please submit your assignment as a Word document in APA format using the attached template.
- Please submit your version of the U1 IP Product Endorser form that you created.