Does The Rock Really Rock? The effects of using a celebrity in a B2B advertisement.

Background: Previous studies have investigated the relationship between the content of advertisements and the effect it has on viewers’ engagement and retention. Seno and Lukas (2007) looked into this phenomenon and stated, “research has found that celebrities are more effective than other types of endorsers” (p. 121). Another study by Tantiseneepong, Gorton, and White (2012) found that celebrity endorsers “can improve the effectiveness of marketing communications, by enhancing a product’s image, attracting attention and improving recall rates” (p. 57). Research Questions:This research addresses relationships with having a celebrity in a B2B advertisement. This study sought to answer the following questions: a) How does the usage of a celebrity in a B2B advertisement affect visual fixation? b) How does the usage of a celebrity in a B2B advertisement affect retention of product information presented in the advertisement? Methods: The eye-tracking data was collected in the Customer Experience Lab (a School of Business behavioral research lab featuring two eye-tracking stations). The participants for this research were 37 qualified business managers. This was a between subjects experimental design in which one cell was shown a shredder advertisement featuring a celebrity and the other cell was shown a shredder advertisement with a stock photo model. After viewing their respective advertisements, participants completed a short survey to evaluate their experience. Conclusion: In general, the results indicate that the usage of a celebrity brings greater attention to the advertisement. The data shows that participants spend more time looking at the advertisement with the celebrity in comparison to the advertisement with the stock photo model. Retention of product information included in the advertisement is greater when a celebrity is not present in the advertisement. References: Diana Seno, Bryan A. Lukas,(2007) The equity effect of product endorsement by celebrities: A conceptual framework from a co‐branding perspective , European Journal of Marketing,Vol. 41Issue: 1/2, pp.121-134, https://doi.org/10.1108/03090560710718148 Nisachon Tantiseneepong, Matthew Gorton, John White,(2012) Evaluating responses to celebrity endorsements using projective techniques , Qualitative Market Research: An International Journal,Vol. 15Issue: 1, pp.57-69, https://doi.org/10.1108/13522751211191991https://scholarscompass.vcu.edu/uresposters/1269/thumbnail.jp

Traits Of Successful Franchisee: A Study On Franchisees In China

This study investigates the existence of franchise in Shenzhen China. Kajian ini menyiasat kewujudan francais di Shenzhen China

Evocations of Nature in Selected Piano Works by Debussy

The connection between nature and the music of Claude Debussy is unique and fascinating, with nature serving as a source of influence and inspiration for Debussy. Debussy looked upon nature with veneration and this viewpoint helped to form the musical ideals that he pursued while breaking with the traditional forms of music. References to nature appear in the descriptive titles of many works by Debussy, but this research focuses on selected piano works from his two books of Images. Debussy’s sense of connection to nature in his music, especially when viewed through the lenses of the Impressionist and Symbolist movements, along with influences from the Javanese Gamelan, helps us to understand the formation of his musical background in the fin-de-siècle era. Ultimately, we can see from Debussy’s writings that his goal in music is to achieve a freedom that already exists within the realms of nature and the imagination

The influence of English on the lexical expansion of Bahasa Malaysia

SIGLEAvailable from British Library Document Supply Centre- DSC:D38970/82 / BLDSC - British Library Document Supply CentreGBUnited Kingdo

Keberkesanan Kaedah Pengiraan Menggunakan Teori Jari dalam Membantu Pencapaian Aritmatik Kanak-kanak berumur antara 6 - 12 Tahun

Di Malaysia, kaedah pengiraan secara Teori Jari berasaskan konsep pengiraan sempoa masih merupakan satu pendekatan bam dalam pengajaran aritmatik. Kajian ini bertujuan untuk mengenalpasti perbezaan pencapaian aritmatik antara dua kumpulan rawatan dan kawalan bagi kanak-kanak berumur antara 6 hingga 12 tahun. Kajian ini merupakan satu kajian eksperimen "Quasi". Bilangan responden bagi kumpulan rawatan dan kawalan adalah masing-masing 20 orang. Kesemua pasangan responden daripada dua kumpulan rawatan dan kawalan ini sarna dari segi umur, tahap dan pencapaian mata pelajaran matematik terkini. Tiga perkara diuji dalam kajian ini, iaitu ketepatan pengiraan, kepantasan pengiraan dan kecekapan pendengaran serta tangkapan terbadap angka Semua data telah dianalisis dengan Ujian-t dan khi-kuasa dua X2- Hasil kajian menunjukkan terdapat perbezaan signifikan dalam skor ujian ketepatan pengiraan, kepantasan pengiraan dan kecekapan pendengaran serta tangkapan terhadap angka bagi murid-murid antara kumpulan kaedah pengiraan secara Teori Jari (kumpulan rawatan) dan kumpulan kaedah pengiraan secara biasa iaitu pense} dan kertas (kumpulan kawalan). Selepas kumpulan rawatan mengikuti kursus pengiraan secara Teori Jari selama tiga bulan, purata skor yang diperolehi bagi ketiga-tiga ujian iaitu ketepatan pengiraa.n, kepantasan pengiraan, dan kecekapan pendengaran serta tangkapan adalah lebih tinggi berbanding dengan sampel kurnpulan kawalan. Cadangan kajian pada masa depan ialah mengenalpasti keberkesanan pendekatan kesinambungan dati Teori Jari ke pengiraan mental dalam meningkatkan taraf pencapaian aritmatik murid-murid sekolah rendah

Some Notes on the Malayan Law of Negligence

In the annals of the spread of the common law to other lands and other ways, Malaya may deserve a modest place, but, as the selection here no doubt shows, so far it has made no significant contribution to the intellectual content of that law. It has neither produced nor harboured a Cardozo or a Dixon. At best, its judges have applied common law principles simply but soundly; they have never, at least in tort, been subtle or illuminating. Its legal history is of interest for its own sake; its legal achievement awaits us in the future, not in the past

Sex and Relationships Education (SRE) in English schools: A Children's Rights Perspective

This thesis examines the provision of SRE in English schools from a children’s rights perspective. It highlights the importance of SRE for building children’s autonomy and realising their rights to health, education, information, and non-discrimination, among other things. In doing so, it argues that access to SRE is an inherent right of children and young people. It considers the roles of parents and the State in educating children on matters of sexuality, and develops a theoretical for sexuality education that respects children’s rights, without detracting from the parental right to direct their children’s education

Planning syllabus through professional partnership.

In most institutions of higher education, English for Specific Purposes (ESP) has evolved into a professional field that has multiple perspectives (Johns, 2002), multi-disciplinary approaches (Dudley-Evans & St John, 1998), and sound research-based pedagogy (Belcher & Braine, 1995). pecifically, ESP practitioners take into account the needs of clients to develop academic courses through professional partnerships with the various stakeholders (Dudley-Evans & St John, 1998). The authors would like to share one such experience at Nanyang Technological University (Singapore) in designing, delivering and evaluating a writing course using the portfolio approach, which was specially tailored to the needs of its science students in the School of Physical and Mathematical Sciences. The presentation will cover the course of events chronologically from the preliminary discussions between the subject specialists and language experts to negotiate course objectives, the development of the syllabus based on these mutually-agreed goals, the delivery and fine-tuning of the course to the final stage of evaluating the curriculum taking into consideration feedback from tutors and students. The focus will be on the key developments and resulting decisions on matters such as content, approach, structure and assessment of the writing course that lead to a win-win outcome through a collegial partnership between the subject specialists and language experts