mass media

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2023
The role of celebrities in mass media
Москва
РАНХиГС
Anna Osipova

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What is mass media?
The mass media is a system of
communication that reaches a
large audience via mass
communication technologies.
These technologies include
cinema, newspapers,
magazines, and radio. Today,
there are other types of mass
media, including television
broadcasting, radio
broadcasting, blogs, and social
networking sites.
2023

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Different types of mass media
Print media
2023
Outdoor media
Broadcasting media
Digital media

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Celebrities’ influence
Overall, celebrities play a
central role in mass media,
shaping public discourse,
influencing trends, and
reflecting societal values
and norms.
When a celebrity endorses a product,
it creates a positive association that
can significantly impact consumer
behavior, as seen in the case of
Michael Jordan's endorsement of
Nike's Air Jordan shoes, which
boosted the brand's sales.
2023

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Celebrities’ influence
Factors such as the relevance of
the celebrity to the product, their
credibility, and the frequency of
endorsements all contribute to the
success of celebrity
endorsements in shaping
consumer behavior.
Brands must carefully select
celebrities whose image aligns
with their values and messaging
to ensure an authentic partnership
that resonates with the target
audience and drives consumer
trust, awareness, and sales.
2023

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Strategies
to leverage celebrity endorsements in mass media
Creating an Emotional
Connection
2023
МЕСТО
Enhancing Brand
Credibility
Increasing Brand
Visibility

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Strategies
to leverage celebrity endorsements in mass media
Aligning with Target
Audience
2023
МЕСТО
Telling a Compelling
Story
Utilizing Social Media

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Potential risks and negative consequences
Potential
Negative
risks
consequences
Negative Publicity and Scandals
Brand Dilution or Confusion
Damage to Brand Reputation
Overshadowing Effect
Authenticity and Sincerity Concerns
Decreased Consumer
Perception
Multiple Endorsements
Misalignment of Values
Financial Losses
Over-Endorsement
Overexposure
Consumer Alienation
Cost Implications
Celebrity Controversies
Ineffective Marketing
Campaigns
Loss of Consumer Confidence
Legal and Ethical Concerns
2023

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2023
Москва
РАНХиГС
Thank you for your attention!