BACKGROUND: The Cruise industry is growing rapidly with more players and better services entering the industry. This means tougher competition which has pushed each cruise company to find ways it can become unique and hence customer's preferred liner for cruise trips (Plowman, 2006)
It found that they could be luxurious while at the same time maintain some mass market features to make operations more cost effective and open to a wider customer base. (Ward, 2006) All this worked fine until the turn of the century when things began heating up in the cruise industry and it appeared that one had to compete real hard to stay ahead of the competition by offering more value for money along with great customer service
Indeed, as their article reports, "according to industry sources, approximately 20% of all television commercials feature a famous person, and approximately 10% of the dollars spent on television advertising are used in celebrity endorsement advertisements." (Agrawal & Kamakura, 56) The frequency with which companies are willing to appeal to celebrities for marketing purposes denotes the view that there are distinct opportunities for the company itself to gain greater recognition, positive association, brand image development and a host of other potential gains that can have the effect of improving consumer gravitation toward a product
As much as anything else, the spread of television images has spurred global markets for certain sport products such as the NBA, Nike, and Michael Jordan." (Mullin et al
As the text by Wenner (1998) phrases it, "the common factors in these phenomena, beyond the construction of communities of sporting interests that transcend national boundaries, is that boundaries between what used to be related but separable activities -- the promotion of sports, and the use of sports events and personalities to promote other products -- are being dissolved." (Wenner, 57) Wenner introduces to this discussion the compelling idea that sports marketing is a process which has come into evolution as a matter of inherency relating to the professionalization and paying spectatorship of most major league sports
A reconciliation of sorts was already initiated by the Eminem duet with Elton John at this year's Grammy Awards. (Maserati) Such attempts by corporate America to commercialize every successful artistic venture are, of course, nothing new
' He is also often compared to another 'white kid' from the past, the young Elvis who borrowed a musical genre from the African-Americans and gave it a white face. (Rich) He even seems to be a step ahead of the 'King' as he writes his own outrageous lyrics instead of relying on others for his songs
The painter's way of seeing is reconstituted by the marks he makes on the canvas or paper. (Berger, Ways of seeing, 1972) Typically, women in ads do not make direct eye contact, or rather, consumers are more likely to come in contact with advertisements where men have the direct and powerful gaze
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