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You are conducting a marketing research project to determine the effectiveness of celebrity endorsements in Nike...

You are conducting a marketing research project to determine the effectiveness of celebrity endorsements in Nike advertising. What type of secondary data would you examine? As the marketing director of Nike, how would you use secondary data on celebrity endorsements to determine whether you should continue to contract celebrities to endorse the Nike brand?

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Answer: As a manager of the marketing research project at Nike I will use few important data sources for establishing the effectiveness of the celebrity endorsement in Nike Advertising. Firstly I would analyze the sales data during the period when the advertisement was flashed. Here I will take the product/ product range for which the endorsement campaign was carried out and simply establish the increase in sales during that period from the company’s internal reports. The second data that I will use will be of the reviews by the various advertising related websites, magazines and experts on the celebrity advertisements by Nike. These entities often review the effectiveness of such advertisements and are a good source of expert opinion. Lastly I will see the industry reports that covers the effectiveness of various types of promotional campaigns carried out by the different organizations. Depending on the findings I will use this data for making decisions about whether I should continue with the celebrity endorsements or not. If the findings of the secondary data are positive I will combine those findings with the findings of the primary resources like the surveys conducted by the company and use them as a reference point to make decisions.   

keosha answered 3 months ago
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