The Impact of Advertising with Involvement of a Popular Musician on the Perception of Brand

Student: Altynova Mariya

Educational Programme: Marketing Communications and Advertising in Modern Business (Master)

Year of Graduation: 2020

This paper is devoted to studying the influence of a famous artist on brand perception. Particular attention was paid to the choice of the artist, the choice of song and musical style, as well as the measurement of the effectiveness of this type of advertising. Based on the study, recommendations were developed on a systematic approach to choosing a musician for a commercial.

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