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Iba 550
October 20, 2008

Celebrity Endorsement Marketing Campaigns
Celebrity endorsement is a billion dollar industries today (Kambitsis et al., 2002) with companies signing deals with celebrities hoping that they can help them stand out from the clutter and give them a unique and relevant position in the mind of the consumer. According to Solomon (2002), the reasons for using celebrity endorsement involves its potential to create awareness, positive feelings towards their advertising and brand. Research has shown that celebrity endorsement can have an impact on the consumer’s attention, recall, evaluations and purchase intentions (Atkin and Block, 1993), Celebrity endorsement is a widely used tactic in marketing and much research as been done on the selection and effects of celebrity endorsement. Companies should use celebrities to endorse their products as a form of marketing to assist companies in advertising to consumers..
Celebrity endorsement is today more and......

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Approximate Word Count: 1438
Approximate Pages: 6 (250 words per double-spaced page)

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