200 word audience grabber
Advertisements are everywhere. We see them on billboards, in magazines and all-over social media. They are an effective tool used to make consumers want what is being sold. In this podcast I am going to talk about the use of athletes in advertising. Marketers use many different celebrities to endorse their products. However, their goal is to choose someone who will best sell the Item. When you see an athlete in an advertisement, they are usually associated with something sporty. For example, many athletes promote sports drinks or a specific brand of athletic wear. Why Is that? This podcast will inform listeners on how these athletes are selected to promote a product. It will also include information on how successful this idea is and why. There will be listed strategies that are used in advertisements to make items appeal to consumers. I will also be talking about the history of using athletes to endorse products to make the item seem “cool.”
podcast final draft:
Works Cited
Chao-Sen Wu. “Research on Athlete Endorsement, Consumer Involvement and Advertising Effects.” International Journal of Organizational Innovation, vol. 5, no. 4, Spring 2013, pp. 211–22. EBSCOhost, https://search-ebscohost-com.proxygsu-bru1.galileo.usg.edu/login.aspx?direct=true&AuthType=ip,shib&db=bth&AN=90515728&site=eds-live&scope=site.
Miller, Felicia M., and Gene R. Laczniak. “The Ethics of Celebrity-Athlete Endorsement.” Journal of Advertising Research, vol. 51, no. 3, Sept. 2011, pp. 499–510. EBSCOhost, https://doi-org.proxygsu-bru1.galileo.usg.edu/10.2501/JAR-51-3-499-510.
Chao-Sen Wu. “A Study on Consumers’ Attitude Towards Brand Image, Athletes’ Endorsement, and Purchase Intention.” International Journal of Organizational Innovation, vol. 8, no. 2, Oct. 2015, pp. 233–53. EBSCOhost, https://search-ebscohost-com.proxygsu-bru1.galileo.usg.edu/login.aspx?direct=true&AuthType=ip,shib&db=bth&AN=110553652&site=eds-live&scope=site.
Junokaitė, Kamilė, et al. “The Solutions of Celebrity Endorsers Selection for Advertising Products.” Economics & Management, Aug. 2007, pp. 384–90. EBSCOhost, search-ebscohost-com.proxygsu-bru1.galileo.usg.edu/login.aspx?direct=true&AuthType=ip,shib&db=bth&AN=25963517&site=eds-live&scope=site.
Choi, Sejung Marina, and Nora J. Rifon. “It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness.” Psychology & Marketing, vol. 29, no. 9, Sept. 2012, pp. 639–50. EBSCOhost, doi-org.proxygsu-bru1.galileo.usg.edu/10.1002/mar.20550.
SHRIVASTAVA, ANKITA, and VIKRAM BISEN. “Impact of Advertisement on Consumers’ Buying Behavior: A Study on Fmcg Products in Lucknow City.” CLEAR International Journal of Research in Commerce & Management, vol. 5, no. 4, Apr. 2014, pp. 1–5. EBSCOhost, search-ebscohost-com.proxygsu-bru1.galileo.usg.edu/login.aspx?direct=true&AuthType=ip,shib&db=bth&AN=119728426&site=eds-live&scope=site.