Celebrity endorsement

Celebrity endorsement


En markedsføringsstrategi, hvor en virksomhed anvender berømtheder (celebrity endorser) til at promovere sine varer eller serviceydelser. Formålet er at videregive endorsers positive omdømme og sociale status til det fremhævede produkt eller den fremhævede virksomhed.


Endorsement branding

Se også


Et strategisk initiativ, der har til formål at en virksomhed aftager sine varer eller serviceydelser på et givent marked. Definitionen på markedsføring er mange - her et uddrag:. . Kotler & Armstrong: “The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.”. . Bennett: “Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”. . Armstrong et al.: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.”. . Jefkins: “Marketing is in the communication business - call it branding, labelling, advertising, research, public relations, instruction manuelas, what you like; it is not easily tucked away in one of the 4 Ps (Product, Price, Place or Promotion), although much of it has to do with the promotional P. Nevertheless, if we take a broad view of marketing communications, it cannot be compartmentalised or used as an umbrella: it flows like a telephone cable linking up numerous users.”. . Glynn & Barnes: “Marketing is the establishment, maintenance and enhancement of mainly long-term profitable relationships with customers and other stakeholders. This is achieved by an on-going mutually beneficial exchange process, including the fulfillment of promises, and is facilitated by the application of the marketing mix.”


Omtales oftest som ‘Markedspenetrering’.. En del af Ansoffs vækstmatrice, der betegner, at en virksomhed forsøger at øge salget af nuværende produkter til nuværende markeder.. . Ansoff: “Market penetration is an effort to increase company sales without departing from an original product-market strategy. The company seeks to improve business performance either by increasing the volume of sales to its present customers or by finding new customers for present products.”