Reference no: EM133087331

Please read the following and respond accordingly.

Article: An Investigation of Match-Up Effects in Sport Sponsorship Advertising: The Implications of Consumer Advertising Schemas.

Abstract:

Statistics show that sponsorship of sports and other events is one of the fastest growing areas of promotion (Ukman, 1995), but the importance of this persuasion strategy is not reflected in the amount of attention it has received in the marketing literature. Although some research has been done in this area, the majority of work has not employed the same theoretical and methodological rigor given other areas of consumer behavior (Cunningham & Taylor, 1995). Some scholars (e.g., Gwinner, 1997; Keller, 1993) have suggested that sponsorship functions like celebrity endorser advertising, where the perceived match (or mismatch) of brand attributes with the endorser's attributes influences consumer response to such marketing communications. One of the theoretical rationales used to explain matchup effects in endorser advertising is a schema-based information processing paradigm (Lynch & Schuler, 1994; Misra & Beatty, 1990). The purpose of the current study was to examine the notion that consumers possess schemas that influence their reactions to advertising leveraging sport sponsorships. © 1999 John Wiley & Sons, Inc. [ABSTRACT FROM AUTHOR]

Question:

The nature of sport endorsement has dramatically changed in the past 50 years. A major key is "matching up" a product with an endorser who is believable. Can you remember seeing an advertisement in which the endorser did not seem like a good "fit" for the product he/she was pitching? Describe this example and explain the reasoning for selecting this advertisement.