10 3 This research is expected as references with regard to promotion and
brand image
CHAPTER II LITERATURE REVIEW
BAB 1: A REVIEW OF THE LITERATURE
A. Theories Related to the Variable Taken
1. Marketing Management
Marketing is marked by a number of important changes. The orientation is nolonger creating the maximum profit. Creating the
customer as much as possible through consumer satisfaction customer satisfaction. Manufacturers are always trying to make it through the
products it produces, the company goals and objectivecan be achieved. Through the products that are sold, the company can guarantee the life or
maintain the stability of its business to be able to develop. In order that producers should think of its marketing activity, long before these
products were produced until the product is in use by the end consumer. Marketing should not be seen as narrowly job finding ingenious
ways to sell the companys products. Many obscure marketing with sub functions, such as advertising and sales. Marketing must be distinguished
from the sale, because marketing is the merging of the various functions of a separate such as sales, advertising, marketing research, the development
of the new products, customer service, and distribution. Marketing has been defined in a wide sense. To better understand
the sense of marketing, the marketing writer will elaborate expressed in different ways by some marketing experts. Philip Kotler 2009:5 suggests
12 that marketing is a societal process by which individuals and groups obtain
what they need and want by creating,offering and freely exchange the products and services of value with others.
Marketing management
is the
analysis, the
planner, implementation, and control of programs that are designed to create, build,
and maintain a beneficial exchange with the target buyers in order to achieve the objectives of the organization. Kotler Armstrong, 2004: 16
According to Kotler 2002: 6, the marketing mix the marketing mix is defined as the set of marketing tools that used the company to
continuously achieve the goal of his company in the target market. Is divided into four groups known as the 4 P s: Product, Place place,
Price price, Promotion promotion.
2. Celebrity Endorser
a. The Understanding of Celebrity Endorser
According to Terence A. Shimp 2008: 335 defines the following celebrities: Celebrity is a personality actors, entertainer, or athlete who
is known to the public for his or her accomplishments in areas other than the product class endorsed
”. That means a celebrity is a person man or woman the artist,
performer, or athlete known or unknown by the public over what they have accomplished in their fields from product level supporters.
Belch and Belch 2007: 229 said that a celebrity is as a source that can be used as spokesman in the achievement of the information that
13 appears in an ad, where the source is defined basic person or organization
that has information to give to another person or specific group. Related to those definitions, it can be concluded that in general the
celebrity ads star is someone famous or known and using the extended it to help an enterprise to sell or change the image of a company, product, or
brand.
b. The Factors That Should Be Owned Celebrity As A Source
The use of celebrities in advertising involves the attractiveness and credibility that is unique Muly and Simon, 2008: 118.
1 The Appeal Appeal is a number of elements that are contained within the
celebrities that includes a number of characteristics which can be seen in the audience of supporters such as physical attractiveness, famous,
personality traits, lifestyle and social class. 2 The Credibility
Credibility is a belief in the value of skills and convince others about the product being promoted. Consists of knowledge, skills,
experience, honesty, and trustworthiness. 3 The utilization Function of celebrities
c. The Function of Celebrity using
According to Sumarwan, m. SC, 2009: 89 in promoting a product, a celebrity could serve to:
a. Give testimony b. Provide the impetus and reinforcement
Kategori