Research question: What are the benefits and risks when organisations use celebrity endorsement in their advertising.
Research objectives:
1 – Highlight situations when organisations make a choice to use celebrity endorsement and how they select celebrity endorsers
2 – Determine the benefits and the potential risks as a result of organisations using celebrity endorsement. Suggest ways to handle risks
Please note that there should be a literature review section (1,500 words). This will serve as the secondary research. There should be an analysis section that study the information in the secondary research and provide answers for the two objectives.
There are two attachments. One is a power point slide pack on celebrity endorsement (meaning of celebrity endorsement, examples of celebrity endorsement, theories etc). This is to help the writer. The other attachment is a word document with criteria to be followed when writing the dissertation.
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