Marketing and Celebrity Endorsements

PART 1

 

 

In response to market research data that suggests more Americans are becoming concerned over their diets and eating habits, McDonald's has decided to come out with a new line of very healthy eating options, including veggie burgers, low fat fries, and even some vegetarian and vegan options. McDonald's executives are worried that if the new campaign starts too slowly it will erode their core customers and cause problems for the fast food giant. They have decided that having a celebrity spokesperson introduce the campaign and create several print and television ads promoting this new product line might be the difference between success and failure of this option. They are currently considering these four celebrities as finalists for the marketing campaign. After reviewing these four, answer the following questions:

                  

     Matthew McConaughey                           Michelle Obama                         Arnold Schwarzenegger                          Steph Curry
       Actor/Social Activist                                 Former First Lady                                Politician/Actor                             Professional Athlete

Which celebrity did you choose and in what way would they make a great spokesperson for this marketing campaign? Who do you think is the 'target market' for this new product line and why would your choice work for that group?

What would be the possible drawbacks associated with the spokesperson you selected? Are there any personal issues that concern you? Would any part of your target market not like your choice of a spokesperson? How would you address these concerns to McDonald's executives?

Do you think celebrities are effective at endorsing products? Why or why not?

PART 2

Read a post by one of your peers and respond, making sure to extend the conversation by asking questions, offering rich ideas, or sharing personal connections.

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Status NEW Posted 08 Apr 2020 10:04 PM My Price 6.00

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