Business research method Essay Example | Topics and Well Written Essays - 1500 words

Business research method - Essay ExampleCelebrities serve up create unique ads for companies a positive engendered attitude and sales intention towards produced brands (Ranjbarian, Schekarchizade & Momeni, 2010). Celebrity endorsement is a panacea for all marketing woes and is becoming common each day. This is because of the impetus bases on attracting customers attention thus fall ining a positive association. This influences recall and also induces trial, which eventually effects bribe decision. Furthermore, the assumption that they have a similar lifestyle with celebrity lures people to buy the mathematical product. In purview of the fact that celebrities ar always on the spotlight, they are able to transfer their image to the advertised product. For this to happen, becomes an added gain to the society. According to McCracken (1989, p.310), a celebrity endorser is an individual who publicly enjoys recognition and uses it on behalf of consumer goods through advert. Celebr ity endorsement influences the consumers feelings and attitude towards the advertisement and towards the brands. This increases purchase intentions and sales because, in this whole process, goals are achieved, which hold awareness of the product interest to know more about the product desire to own product and action to buy the product. mark & Spencer is the most suitable target group to bring out advertising using celebrity endorsement. When beginning to design a research on this topic we first and frontmost have to use the two fundamental types of research, descriptive and explanatory. Descriptive research covers what activity is going on in a company. Explanatory research covers why an activity is going on in the company. Marks & Spencer is a company that deals with the sale of clothes for all gender and all ages. This UK, based company strategically came up with the idea of using celebrity endorsement to market their products. This was necessary to them because the type of bu siness they are in comes up with new upcoming products. They have utilise a couple of celebrities over the years, and they admit David Beckham, Helen Mirren, Dannii Minogue, Twiggy, Antonio Banderas and the X factors finalists. Marks & Spencer used these celebrities for different reasons. It enabled the audience easily recall the brand. When a new product comes into the market and is advertised by a particular celebrity, certain target groups go along and remember the existing brand. It helps the company recover its image. For two years in a row, this company had go through losses and needed the fastest way to recover its customers back and attract more from competitors. For those people who did not recognize of the existence of this company, got to know because the certain interest that the celebrities imparted on the viewers of the advertisement. Celebrities are considered as nice and only settle for quality when choosing things. Therefore if, he/she is in a particular advert isement the customers develop confidence on the product. Marks & Spencer used this strategy to create confidence in the goods they manufactured. They also used people are familiar with the customers because they wanted their products to look believable. This is because a celebrity cannot advertise for a company that is a hoax (Till & Busler, 1998,