The analysis of endoresement in different product life cycle
Date Issued
2007
Date
2007
Author(s)
Chang, Jui
DOI
zh-TW
Abstract
In each managerial process of industry, marketing plays a dominant role in the decisions of firms. Endorsers are extensively used by firms while launching a brand new product. Therefore, various advertisement and glamorous stars have dominated the marketplace. No matter what kinds of products, however, they should take the dynamic environment into consideration after being displayed in the market. For firms, different product life cycles need different marketing strategies to boost sales and that is also the key point of success. My study is delving into relationships between endorsers and product sales, and whether the effect of endorsers is affected during the product life cycle. Finally, my study will provide firms the appropriate types of endorsers in different cycles to save unnecessary expense. Moreover, my research has shown that the adoption of typical consumers will have significant benefits for products that are being in the maturity stage.
Subjects
廣告代言人
產品生命週期
endorsement
product life cycle
Type
thesis
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