BHOOMIKA BHATT

CHAPTER: 9 1) Using the concepts of attractiveness, expertise, and trustworthiness, explains what makes tiger woods an effective (and extremely well paid!) endorser. Do the same for Maria Sharapova. Answer: celebrities are widely used to endorse brands. Advertisers and their agencies are ready to pay huge salaries to celebrities who are liked and respected by target market. Tiger wood is very famous golf player, earned $100 million from endorsement deal with multiple companies. Use of TEARS model to represent five discrete attributes: trustworthiness and expertise are two dimensions of credibility; where as physical attractiveness, respect and similarity are components of the general attractiveness. Advertising companies also have to hire celebrities who match up with audience and also celebrity and brand match up and celebrity credibility. Two important sub attributes of endorser credibility are trustworthiness and expertise. Trustworthiness, the T in the TEARS model, refers to the honesty, integrity and believability of a source. An endorsers trustworthiness rests on the audiences perception of his or her endorsement motivations. Tiger wood earned audiences trust through the life he lives professionally and personally, as reveled to the general public via mass media. Woods is widely regarded as above both in his personal and professional lives. The second aspect of endorser credibility is expertise. Expertise refers to the knowledge, experience, or skills possessed by an endorser as they relate to the endorsement of sport-related products. Expertise is a perceived rather than an absolute phenomenon. Whether an endorser is indeed an expert is unimportant, all that matters is how the target market is perceives the endorser.

Attractiveness means physical attractiveness. Consumer found athletic prowess in tiger wood which make him attractive, persuasion occurs through identification. When consumers perceive a celebrity endorser to be attractive. Above all characteristics work for Maria sharapova to target the consumer who likes tennis also for beauty products.

15) Comment on the following allegation: There is too much use of sex in advertising. Answer: The use of sex in advertising appeals to something that people generally approach rather than avoid. Sex appeals in advertising are used frequently and with increasing explicitness. Sexual materials in advertising acts to attract and hold attention for a longer time. Using double meaning sentences, using sexy models, inappropriate clothes, using some sexy posture in adverting. Sexual content stands little chance of being effective unless it is directly relevant to an advertisements primary selling point. Adverting companies often use sex in advertising, but if presentation is not appropriate than consumer will think that that is too much sex in advertising. It will give negative effect to the consumer. CHAPTER: 10 3) Whats the distinction between the pre- and post- testing forms of advertising research? Which in your opinion is more important? Be sure to justify your response. Answer: Advertisements can be researched prior to their release (pre-test) or after they have been released (post-test). Pre-tests are sometimes referred to as copy tests. Pre-testing, also known as copy testing. The methods used to pre-test advertisements are based upon either qualitative or quantitative criteria. The most common methods used to pre-test advertisements are concept testing, focus group, consumer juries, dummy vehicles, readability, theatre and physiological tests. Focus groups are the main qualitative method used and theatre or

hall tests, the main quantitative tests. The primary purpose of testing advertisements during the developmental process is to ensure that the final creative will meet the advertising objectives. Post-testing/Tracking studies provide either periodic or continuous in-market research monitoring a brands performance, including brand awareness, brand preference, product usage and attitudes. Some post-testing approaches simply track changes over time, while others use various methods to quantify the specific changes produced by advertisingeither the campaign as a whole or by the different media utilized. Overall, advertisers use post-testing to plan future advertising campaigns, so the approaches that provide the most detailed information on the accomplishments of the campaign are most valued. The two types of campaign post-testing that have achieved the greatest use among major advertisers include continuous tracking, in which changes in advertising spending are correlated with changes in brand awareness, and longitudinal studies, in which the same group of respondents are tracked over time. With the longitudinal approach, it is possible to go beyond brand awareness, and to isolate the campaign's impact on specific behavioral and perceptual dimensions, and to isolate campaign impact by medium.

16) Offer an explanation as to why, in general, increasing advertising weight is an insufficient means of increasing brand sales. Answer: the term weight means frequency with which an advertisement is repeated to the same group of panel members. More frequent airing of a advertisement, implies greater adverting weight, it will also higher the cost. The amount of advertising weight invested in a brand does not by itself provide a good predictor of sales. Merely increasing adverting weight does not directly translate into better performance for a brand. An adverting practitioner perhaps said it best when stating that airing ineffective adverting is like being off-air; it just costs more. 18) In your opinion, why do commercials for familiar brands with strong equities wear out less rapidly than is the case for unfamiliar brands?

Answer: Brand familiarity is an important variable that can influence consumer processing and the stages of habituation and tedium. Brand familiarity reflects the extent of a consumers direct and indirect experience with a brand. Brand familiarity captures consumers brand knowledge structures, that is, the brand associations that exist within a consumers memory. Although many advertised products are familiar to consumers, many others are unfamiliar, either because they are new to the marketplace or because consumers have not yet been exposed to the brand .Familiar and unfamiliar brands differ in terms of the knowledge regarding the brand that a consumer has stored in memory. Consumers tend to have a variety of different types of associations for familiar brands. Consumers may have tried or may use a familiar brand, they may have family or friends who have used the brand and told them something about it, they may have seen prior ads or marketing communications for the brand, or they may know how the brand is positioned, packaged, and so on, from the press. Consumers lack many associations for unfamiliar brands because they have not had any of these types of experiences with them.