Download Idol Promotion and Buying Intention(1)

Ming Chuan University
Department of Applied English
Thesis Advisor: 黃鎮平 Peter Huang
Presenters:
陽其瑩 Iris Yang
郭雅琳 Celeste Kuo
 Chapter One: Introduction
 Chapter Two: Literature Review
 Chapter Three: Case Study
 Chapter Four: Conclusion
Chapter One

Rapidly change in science and technology.

Investigate the change of quality in human
life.

Different market strategies .

Advertisement and Promotion.

Effect on celebrities.
Due to the Taiwanese teenagers increased
spending, and they will pay for goods
what so ever as long as its endorsed by
their favorite idol.

To investigate the relationship between
Idol Promotion and Buying Intention.

To investigate the effect on how well the
teenagers can remember the commodity.

Is advertisement influences consumers’
merchandises buying intention?

How the effect the purchase intention
among the belief, emotion and value
judgment of idol?
Chapter Two

A celebrity endorser is “any individual who
enjoys public recognition and who uses this
recognition on behalf of a consumer good by
appearing with it in an advertisement.
McCracken (1989)

Canonical texts on stardom.(Sofia
Johansson)

Representations of stars and on aspects
of the Hollywood star system.
(Boorstin,1971), (Alberoni ,1972) and
(Dyer,1979)

Using celebrities to endorse a product could
increased young customer’s preference for that
product and their belief that the celebrity was
an expert on its subject. (Ross et al,1984).

When celebrities endorse a product, the
meaning developed around a particular
celebrity will – or at least it is hoped for by
advertisers – transfer to a company,brand, or
product. (Erdogan,1999).

One of the shortest definitions of marketing is
“meeting needs profitably” Marketing
management as the art and science of
choosing target markets and getting, keeping ,
and growing customers through creating
delivering, and communicating superior
customer value. (Kotler, 2008).


Celebrity endorsement announcements in
subsequent studies motivates us to investigate
whether the market views celebrity
endorsements as positive events (Agrawal and
Kamakura , 1995).
A celebrity can associate herself with many
different brands. This active leaded to
consumers questioning celebrity's true motives
(Mowen & Brown 1981).

There were no significant main effects of
gender in her study of the impact of gender on
consumers’ perceptions of a celebrity’s
attractiveness, trustworthiness, or expertise, or
on the likelihood of purchasing a product that
was endorsed by a celebrity.
(Ohanian ,1991).

Factor of asp rational group showed us
that human wish to become one of the
group in this society, no one likes to be
alone.(Kotler,2008).
Chapter Three

French company.

The largest luxury goods company in the
world, controlling over 60 subsidiaries.

LVHM and Dior shares a same CEO
whose name is Bernard Arnault.
Louis Vuitton
Fashion and Leather Goods
Marc Jacobs
Fashion and Leather Goods
Loewe
Fashion and Leather Goods
Céline
Fashion and Leather Goods
Fendi
Fashion and Leather Goods
Donna Karan
Fashion and Leather Goods
Givenchy
Fashion and Leather Goods
Parfums Christian Dior
Perfumes and Cosmetics
Guerlain
Perfumes and Cosmetics
DFS
Selective Retailing
Le Bon Marché
Selective Retailing

Biography of Louis Vuitton.
 In 1835,Louis Vuitton founder of the company was
born in the department of Jura, France.

From foundations to World War II.
 In 1867, the company participated in the universal
exhibition in Paris.
 Louis Vuittion opened a largest travel-goods store in
the world at 1913.

1945 through 2000
 After 1945, LV started to incorporate its leather
into most of its products

Louis Vuitton today
 Advertising campaigns
 Products
 Brand
2006[6]
Financial Data (in
million euros)
2007[6]
2008[6]
2009[6]
2010[1]
Sales
15,306
16,481
17,193
17,053
20,320
Net profit
2,160
2,331
2,318
1,973
3,032
Total equity
11,594
12,528
13,887
14,785
18,204

Definition of Gantt chart
 a type of bar chart that illustrates a project schedule,
illustrate the start and finish dates of the terminal
elements and summary elements of a project.

Definition of Product life cycle
 Like human beings, products also have a life-cycle.
From birth to death, human beings pass through
various stages e.g. birth, growth, maturity, decline
and death.

4p of Kotler’s Mega-Marketing
 Describing the type of marketing activity required
when it is necessary to manage elements of the
firm's external environment --governments, the
media, pressure groups, etc
 Product
 Promotion
 Price
 Place ( Channel)
Strategy
Product
Task
R&D Design
Sample
Lean Production
FMS
Milt- domestic
Strategy
Sop Standardized
Performance Efficiency
Reduce Cost
CIMS + Milt-domestic=
Transnational,
Price
Price of Research proposal
Define position
Sales GST
BEP
Koontz & O’Donell’s
Controlling (focus on the
sales)
Market position
Steady Customer group
promotion
Brand issue setting
relevant costs-Celebrity
selection or Advertisement
Place
Material location setting
Supply chain management
Vertical integration
Sunk Cost
Emerge
Grown
Mature
Decline
Define of Lean Production, FMS, and
Milt- domestic Strategy
 Lean Product is a production practice that
considers the expenditure of resources for any goal
other than the creation of value for the end
customer to be wasteful, and thus a target for
elimination.
 Multi domestic strategy is a strategy by which
companies try to achieve maximum local
responsiveness by customizing both their product
offering and marketing strategy to match different
national conditions.
Define of SOP Process

Using in a variety of different contexts, such as
healthcare, education, industry or the military.

CIMS + Milt-domestic= Transnational
 Economic transnationalism, commonly known as
Globalization was spurred in the latter half of the
20th century by the development of the internet and
wireless communication, as well as the reduction in
global transportation costs caused by
containerization.

"Goals provide a sense of direction and
purpose“- proverb (Goldstein, 1994, p. 96).

Sales of Goal Setting Theory
 For making progress by ensuring that participants in a
group with a common goal are clearly aware of what is
expected from them if an objective is to be achieved.

Account Break-Even Point
 A technique for which identifying the point where the
total revenue is just sufficient to cover the total cost.
PLC
4Ps
Gantt
chart
Strategy
Product
Task
R&D Design
Sample
Lean Production
FMS
Milt- domestic
Strategy
Sop Standardized
Performance Efficiency
Reduce Cost
CIMS + Milt-domestic=
Transnational,
Price
Price of Research proposal
Define position
Sales GST
BEP
Koontz & O’Donell’s
Controlling (focus on the
sales)
Market position
Steady Customer group
promotion
Brand issue setting
relevant costs-Celebrity
selection or
Advertisement
Place
Material location setting
Supply chain management
Vertical integration
Sunk Cost
Emerge
Grown
Mature
Decline

Relevant costs- Celebrity selection
Strategy
Task
Sunk Cost
Emerge
Grown
Mature
Decline
Brand issue
Promotion setting
Promotion
relevant costsCelebrity
selection or
Advertisement
 A relevant cost is a cost that differs between
 Alternatives being considered.
 Brand imagine established to contact the society change
and customer’s intention.

Promotion strategy
Strategy
Task
Sunk Cost
Emerge
Grown
Mature
Decline
Brand issue
Promotion setting
Promotion
relevant costsCelebrity
selection or
Advertisement
 The most sunk cost in the firm is the most invest.
 Brand imagine established to contact the society
change and customer’s intention.

Reason for customers to purchase LV product
 Brand logo.
 Wear-resisting quality.
 Customer perceptive unvalued.
 Strong anti-counterfeit system.
 Social
loafing:
 The phenomenon of people making less effort to achieve a
goal when they work in a group than when they work alone.
Chapter Four

The Buying intention is related by
famous idol.

The Customer’s purchase behavior is
influenced by idol.

The amount of participants is too limited
to make an effective result.

Making a questionnaire from customer
before the select the famous idol.






Agrawal, J., & Kamakura, W. A. (1995).The economic worth of celebrity
endorsers: an event study analysis. Journal of Marketing, 59(3), 56–62.
Bailey, A.A. (2007). Public information and consumer skepticism effects on
celebrity endorsements: studies among young consumers. Journal of
Marketing Communications, 13(2), 85-107.
Biswas, D., A. Biswas, and N. Das. 2006. The differential effects of
celebrity and expert endorsements on consumer risk perceptions. Journal of
Advertising, 35(2), 17-31.
Cho, Hae-Joang (2005).Reading the “Korean Wave” as a Sign of Global
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Choi, S. M., & Rifon, N. J. (2007). Who is the celebrity in advertising?
Understanding dimensions of celebrity images. Journal of Popular Culture,
40(2), 304–325.
Choi, Sejung Marina, Wei-Na Lee and Hee-Jung Kim (2005).Lessons from
the Rich and Famous: A Cross-Cultural Comparison of Celebrity
Endorsement in Advertising. Journal of Advertising, 34 (2), 85-98.






Erdogan, B. Z. (1999). Celebrity endorsement: a literature review. Journal
of Marketing Management, 15(4), 291–314.
Friedman, H. H., Termini, S., & Washington, R. (1976). The effectiveness
of advertising utilizing four types of endorsers. Journal of Advertising, 6,
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Thanks for your attention!
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