Celebrity Culture and Mass Marketing Essay Example
Dissertation Proposal
“Celebrity Culture and Mass Marketing”
A proposed study on the effects of celebrity culture on consumer perception and behaviour; and how this is affecting the marketing techniques being used by UK businesses
Contents Background 5 My Proposal 5 Literature review 5 Methodology 8 Limitations 9 Application 10 References 12 Appendix 13 Appendix A- Performa 13
Background
Celebrity culture has been around for many years, however throughout the last ten years, due to varying circumstance, it has become much more prominent on the marketing scene. As a young female, I myself can recognise certain situations in which I have fallen victim to celebrity advertising. It was found that in 2007 25% of all television advertisement released in the US featured a celebrity figure (Shimp 2007), I feel this number is only growing, and the influence these figures have is getting stronger. As a business and marketing student I am intrigued as to how this idea of celebrity influence has altered the way in which UK businesses market their product or service, and also how it is continuing to change the methods adopted. The study of celebrity is, I feel, very relevant to my programme of study. The influence celebrities have had, and do have over us as consumers in huge, understanding how businesses can manipulate and take advantage of this influence, and also how consumers currently feel about the influence celebrity advertising currently has over them. My Proposal From the background I have developed a broad research question which I feel covers all basis of the research I wish to conduct “To what extent does the use of celebrity culture in advertising affect consumer perceptions and behaviours, and how does this affect the marketing tools used by UK businesses?” * Objectives- 1. Does the use of celebrity culture in ad campaigns alter consumer perception of brands? 2. Does the use of celebrity culture in marketing campaigns
“Celebrity Culture and Mass Marketing”
A proposed study on the effects of celebrity culture on consumer perception and behaviour; and how this is affecting the marketing techniques being used by UK businesses
Contents Background 5 My Proposal 5 Literature review 5 Methodology 8 Limitations 9 Application 10 References 12 Appendix 13 Appendix A- Performa 13
Background
Celebrity culture has been around for many years, however throughout the last ten years, due to varying circumstance, it has become much more prominent on the marketing scene. As a young female, I myself can recognise certain situations in which I have fallen victim to celebrity advertising. It was found that in 2007 25% of all television advertisement released in the US featured a celebrity figure (Shimp 2007), I feel this number is only growing, and the influence these figures have is getting stronger. As a business and marketing student I am intrigued as to how this idea of celebrity influence has altered the way in which UK businesses market their product or service, and also how it is continuing to change the methods adopted. The study of celebrity is, I feel, very relevant to my programme of study. The influence celebrities have had, and do have over us as consumers in huge, understanding how businesses can manipulate and take advantage of this influence, and also how consumers currently feel about the influence celebrity advertising currently has over them. My Proposal From the background I have developed a broad research question which I feel covers all basis of the research I wish to conduct “To what extent does the use of celebrity culture in advertising affect consumer perceptions and behaviours, and how does this affect the marketing tools used by UK businesses?” * Objectives- 1. Does the use of celebrity culture in ad campaigns alter consumer perception of brands? 2. Does the use of celebrity culture in marketing campaigns