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

Business research method - Essay Example Celebrities help 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 customer’s attention thus developing a positive association. This influences recall and also induces trial, which eventually effects purchase decision. Furthermore, the assumption that they have a similar lifestyle with celebrity lures people to buy the product. In view of the fact that celebrities are always on the spotlight, they are able to transfer their image to the advertised product. For this to happen, becomes an added advantage to the company. According to McCracken (1989, p.310), â€Å"a celebrity endorser is an individual who publicly enjoys recognition and uses it on behalf of consumer goods through advertisement†. Celebrity 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 include awareness of the product; interest to know more about the product; desire to own product and action to buy the product. Marks & 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 foremost 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 business they are in co mes up with new upcoming products. They have used a couple of celebrities over the years, and they include; David Beckham, Helen Mirren, Dannii Minogue, Twiggy, Antonio Banderas and the X factor’s 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 follow and remember the existing brand. It helps the company recover its image. For two years in a row, this company had experienced 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 respectable and only settle for quality when choosing things. Therefore if, he/she is in a particular advertisement 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,