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Buying Celebrity

Buying Celebrity

One of the major problems that the marketing world faces is how to successfully market a new product to the consumer.  There are numerous different tools or instruments that the consumer has to choose from, ranging from direct-marketing to sponsorship.  The term that is used to solve this problem is marketing communication.  Marketing communication is defined as the mass communication of a company with its customers in order to inform customers about brands, products and services, and to give them a favorable impression about these products and services.  To accomplish the goal of marketing-communication a marketing-communication instrument or discipline needs to be designed.  This instrument is defined as a specific form of marketing-communication with its own media, expertise, and organization.  An instrument can combine many different medias in attempt to reach the consumer.  Two very popular and highly successful marketing-communication instruments are sponsorship and advertising.  These two tools can be combined to create a marketing-communication campaign that appeals to consumers and that inspires consumers to purchase the product or products in the campaign.
	In today’s world, celebrity status is very important and strongly recognized.  Celebrities set the bar that average people strive

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