Cons and pros of using a celebrity for marketing communication

Ing. Ilya Gorbatov

Bachelor's thesis

Abstract:

This thesis consists of two parts, theoretical and practical. Within the theoretical part the main objective will be to summarize the basic concepts of marketing communication and its components, methods and techniques that are the most appropriate in “celebrity” marketing campaigns, to define the psychological aspects of using the celebrities for marketing communication and the impact of celebrity in marketing on a product and its perception by potential customers. The main goal of the practical part is identifying the best approaches of using celebrities in advertising. Some marketing campaigns will be analysed in order to find the key to their success. There will be found out, which celebrities are the most attractive and trustworthy in the eyes of customers. The practical part will also focus on defining the characteristics the celebrity has to have to be able to impact positively on a product image. Basing on these data, new advertising campaign of specific product with celebrities involved will be presented.

Abstract:

This thesis consists of two parts, theoretical and practical. Within the theoretical part the main objective will be to summarize the basic concepts of marketing communication and its components, methods and techniques that are the most appropriate in “celebrity” marketing campaigns, to define the psychological aspects of using the celebrities for marketing communication and the impact of celebrity in marketing on a product and its perception by potential customers. The main goal of the practical part is identifying the best approaches of using celebrities in advertising. Some marketing campaigns will be analysed in order to find the key to their success. There will be found out, which celebrities are the most attractive and trustworthy in the eyes of customers. The practical part will also focus on defining the characteristics the celebrity has to have to be able to impact positively on a product image. Basing on these data, new advertising campaign of specific product with celebrities involved will be presented.

Keywords

advertising, celebrity, marketing communication, analysis

Language used: English

Date on which the thesis was submitted / produced: 17. 4. 2015

Thesis defence

• Date of defence: 11. 6. 2015
• Supervisor: PhDr. Marie Koubová
• Reader: Mgr. Linda Kozáková

University of Finance and Administration

Bachelor programme / field:
Economics and Management / Marketing Communication