Marketing

Businesses commonly use celebrities to endorse their products, meaning they feature a celebrity in the commercial holding the product, using the product, or talking about the product features. Other times businesses have the celebrity wear the product or talk about how they use the product in their everyday lives.

With this concept in mind, select one of the following celebrities to endorse Diet Pepsi in an attempt to reach the young people between the ages of 12–19:

• Dwayne Johnson
• Beyoncé
• Cardi B
• Elon Musk

Respond to the following:

• Why did you choose this celebrity? How does this celebrity align to the target market?
• Which media channels would you use to reach the target market with this celebrity endorser? How would you get your celebrity to actually endorse the product, based upon the discussion board introduction?

Solution: