Extracto
Content
I. Introduction
II. MARKETING
1. Marketing Definition
2. Marketing Mix
3. Integrated Marketing Communication
4. The Role of Promotion
4.1. The Promotional Mix
4.2. Advertising
5. The Communication Process
III. ENDORSEMENT
6. Definition of Endorsers
7. Celebrity Endorsement Strategy
7.1. Athlete Endorsement
8. Source Credibility and Source Attractiveness
8.1. Source Credibility
8.2. Source Atravtiveness
9. The Match-Up Hypothesis
9.1. Balance Theory
9.2. The Match-up Effect of Athlete Endorsements
10. The Meaning Transfer Model
11. Celebrity Selection
11.1. On-field and Off-field Attributes
11.2. TEARS Model
12. Risks
13. Advantages and Economic Value
14. Legal side
15. Measuring the Return on Investment (ROI)
IV. A CASE STUDY OF NIKE AND MICHAEL JORDAN
16. Nike, Inc
16.1. Company Information
16.2. Brand Image
16.3. Endorsement Strategies
17. Michael Jordan
17.1. Background Information and Economic Value
17.2. Influence on Nike’s Values
17.3. Air Jordan
17.4. Effect Measuring and Economic Value
V. Conclusions
VI. Bibliography
- Citar trabajo
- Virginia Masár (Autor), 2014, Athlete Endorsement as a Marketing Strategy. Nike and Michael Jordan, Múnich, GRIN Verlag, https://www.grin.com/document/285682
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