Sponsorship/Celebrity Endorsment(英文版)(ppt 19页)
所属分类：营销培训
文件大小：399 KB
下载要求：10 学币或VIP
点击下载
资料简介：
..............................
Sponsorship/Celebrity Endorsment(英文版)内容提要：
Housekeeping
New Developments
Reprise of Session VIII
Advertising
Today’s Topic
Leveraging Secondary Associations to Build the Brand
Sponsorship/Celebrity Endorsement
……
Sponsorship Status
……
Sincerity and Local Sponsorship (Community based e.g Tesco’s computers for Schools).
High Status and Perceived Quality of Sponsoring Brand(s)
Global Events and Quality
……
Fit arising from‘source credibility’:-
Expertise: The extent to which the communicator is perceived to be a source of valid assertions about the object/message.
Trustworthiness: The degree of confidence in the communicator’s intent to tell what is true
Attractiveness: The physical and or emotional attractiveness of the source
..............................
精品资料网 m.cnshu.cn
Copyright © 2004- 粤ICP备10098620号-1
