Posted: April 29th, 2021

MKT655 IP1 essay

Products sell because they portray an image that speaks to a specific target market. To get you started, the following are some pairings—some work and some do not; you be the judge:

Ozzy Osbourne, outrageous heavy metal legend and encyclopedias
Angelina Jolie and a line of organic baby food
Donald Trump and a business school
Supermodel Kate Moss and a line of high-fat, high-calorie baked goods
In this scenario, you will be casting 5 actors to endorse 5 products that are targeted at different market segments. You will select the 5 products. You need to match up an appropriate endorser with the product you have selected. Remember, it can be any product.

Find pictures of 5 different people on the Internet whom you think represent each of the products you chose. You will have 1 endorser for each product.

Start with the file linked here: U1 IP Product Endorser.

Customize the file to create a form so that you may use it to secure opinions about product and endorser matches, as follows:

Replace the generic picture on the attached form with the one you found on the Internet.
Create a listing of at least 7 different products (including the product that you think would best fit with the selected endorser).
Repeat this for the other 4 pages.
Using the form you created, survey 5 people on their feelings about your product–endorser matches.

Create a presentation of your findings following the directions below.

Part 1: Library Database Research and Application

Using articles from the library’s full-text databases, complete the following:

Provide a research background on how the selection of endorsers can affect a consumer’s perception about the brand being represented.
Include examples of a good match and bad match, and explain the implications of both situations with regard to the short-term health of the product or brand.
Note: This portion of your paper will be 3–4 pages in length and must be based predominately on articles from the library’s full-text databases.

Part 2: Primary Research

Explain the rationale behind each of your matches.
Write a page paper – Describe the data collection methodology. (Did you e-mail the files, get responses in person, or hand out the files and have respondents return them?)
Collate and present your results. You may create tables or charts in Word.
As a conclusion, apply the research to the findings of your study. What are the implications for marketers?
Note: This portion of your paper will be 2–3 pages in length (excluding tables or charts that you may want to include).

Assignment Guidelines

This assignment requires the use of articles from the library’s full-text databases. Articles are found in periodicals. These are not to be confused with e-books or reference books. The best databases for marketing are as follows:
ABI Inform Global
Academic Search Premier
Business Source Premier
Masterfile Premier
PsycArticles (in some cases)
You should steer away from databases that focus on books, including reference books such as Credo Reference, eBrary, NetLibrary, or Oxford Reference.
Your report must include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. For more information on APA, please visit the APA Lab.
Your paper should be written in third person; this means words like “I,” “we,” and “you” are not appropriate. Instead of saying, “I researched and found out…,” refer to yourself in the following manner: “The research team surveyed five people…”
Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 5–7 pages in length, starting with a brief 1-paragraph introduction and ending with a short conclusion. The entire submission will be 8–10 pages in length.
Please submit your assignment as a Word document in APA format using the attached template.
Please submit your version of the U1 IP Product Endorser form that you created.

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