Homework
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:
i. Ozzy Osbourne, outrageous heavy metal legend and encyclopedias
ii. Angelina Jolie and a line of organic baby food
iii. Donald Trump and a business school
iv. 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.
Customize the file to create a form so that you may use it to secure opinions about product and endorser matches, as follows:
i. Replace the generic picture on the attached form with the one you found on the Internet.
ii. Create a listing of at least 7 different products (including the product that you think would best fit with the selected endorser).
iii. Repeat this for the other 4 pages.
Part I: Library Database Research and Application
Using articles from the library's full-text databases, complete the following:
i. Provide a research background on how the selection of endorsers can affect a consumer's perception about the brand being represented.
ii. 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.
Part II: Primary Research
i. Explain the rationale behind each of your matches.
ii. 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?)
iii. Collate and present your results. You may create tables or charts in Word.
iv. As a conclusion, apply the research to the findings of your study. What are the implications for marketers?
Guidelines
I. This homework 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:
i. ABI Inform Global
ii. Academic Search Premier
iii. Business Source Premier
iv. Masterfile Premier
v. PsycArticles (in some cases)
II. You should steer away from databases that focus on books, including reference books such as Credo Reference, eBrary, NetLibrary, or Oxford Reference.
Format your homework according to the following formatting requirements:
i) The answer should be typed, using Times New Roman font (size 12), double spaced, with one-inch margins on all sides.
ii) The response also includes a cover page containing the title of the homework, the student's name, the course title, and the date. The cover page is not included in the required page length.
iii) Also include a reference page. The Citations and references must follow APA format. The reference page is not included in the required page length.