new line of “youth turbo-light” shoes. This person will be seen on television commercials and in
newspaper and magazine advertisements. Using Dewey’s reflective thinking process, select a
celebrity.
While making
your decision, consider what kind of image
you want the product to
portray. Which celebrity
will best help create that image
and convey the right message to your
audience?
Group members should recognize that they
need to generate the overall
goal, which
pertains to the image Nike wants to project. Going through the process, members then must
conduct research and analysis by
finding out such things as consumer demand or desires, and
which celebrities or figures are
available for hire. Members then establish criteria for the type of
celebrity who would be ideal for the promotion. Subsequently, the group brainstorms a list of
potential celebrities to consider. Using the established criteria, each candidate is assessed until
the best person is chosen,
yielding the group’s decision or solution. Finally, group members must
reflect on the decision they made, as well as on the process they
went through to arrive at that
decision. This final step requires members to identify the stages that were successful as well as
aspects that could have been improved.
Formally Proposing Your Celebrity Spokesperson
Purpose: To ask students to plan a hypothetical presentation proposing the celebrity
spokesperson they chose
in the last activity.
Instructions: Now that your group has selected a
celebrity to endorse a new line of Nike
youth
shoes, you are
expected to give a formal presentation to brief your division director on the
group’s selection. Which kind of presentation will your group use? How will
you divide
the