The Jessica Simpson Spokesperson Decision
Teaching Note
Case Overview
This parapraxis examines Chicken of the Sea International (COSI), one of the major competitors in the canned/packaged tuna fish and seafood industry, and the decision facing the guilds senior vice president of merchandising as to whether the he should hire pop star Jessica Simpson as a part. COSI received a tremendous amount of forwarding in the Fall of 2003 and early 2004 following the famous fish false pas that Simpson made on the MTV reality show The Newlyweds: Nick & Jessica. piece of music eating a can of Chicken of the Sea tuna Simpson turned to her co-star husband and asked the whether the product inside is chicken or tuna. Simpsons gaffe became the set of jokes and a countless of media stories that resulted in a great deal of publicity for Chicken of the Sea. The social club took advantage of the incident by having her make a surprise visit to its annual sales meeting in October 2003.
The grammatical case foc use ups on whether COSI should try to capitalize on the publicity and hire Simpson as a spokesperson.
There are a number of factors that Don George, the senior vice president of marketing must consider in making this decision including whether the company can afford to hire her, how her image will live on with the brand, and how 25-54 old women who comprise the companys core target market might react to her as a spokesperson for the brand. It can be used with Chapter 6, Source, Message and Channel Factors, as it focuses on the use of a celebrity as a spokesperson and issues to consider in selecting an endorser. The case provides students the opportunity to rate Q scores for Jessica Simpson and see how they vary among different demographic groups. This case can also be used with Chapter 16 on Sales Promotion as COSI is a company that allocates some of its marketing budget to consumer and trade promotion. A decision to use Simpson will mean more emphasis on media...If you loss to get a full essay, order it on our website: Ordercustompaper.com
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