Masscots in Advertising

Topics: Brand, Advertising, Mascot Pages: 21 (7163 words) Published: January 15, 2013
Table of Contents
1) Title
2) Table of contents
3) Key words
4) Objective and purpose of the study
5) Introduction
6) Literature Review
7) Hypothesis
8) Methodology
9) Analysis of data with regards to hypothesis so assumed earlier 10) Findings
11) Inferences
12) Conclusion and result
13) Bibliography
14) Appendix
Mascots - A person, animal, or object believed to bring good luck, especially one kept as the symbol of an organization such as a sports team. Brand recognition- The extent to which the general public (or an organization's target market) is able to identify a brand by its attributes. Brand recognition is most successful when people can state a brand without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans and colors. 

Objective of study
There has been a tremendous increase in use of mascots recently in the advertising world. Mascots are not new they are being used since ages as they are believed to bring luck they are always associated with sports teams . Mascots were always there from the starting what is new is the use of mascots in advertising, marketing and building brand image. Mascots have proven to be a great marketing tool in last 10 years, almost each and every brand tries to make its own mascot so that it can connect to its target audience. Mascots are "the gift that keeps on giving," said Carol Phillips, president of consulting group Brand Amplitude. "They never get in trouble with the law. They don't up their fees. You can use them for a long, long time." In many cases, consumers would rather interact online with a cute or cuddly character than with a faceless corporate executive, said Marta Majewska, VP-digital and social-media strategist for public-relations firm Porter Novelli. "It's easier to have a casual conversation," she said. Understanding the importance of mascots in advertising and there recent importance and need in the market it is important to study the importance of mascots there history types and future .

Word History
The use of mascots goes back to antiquity, but they were not always called mascots. The word 'mascot' suggests a connection with the occult, being derived from the French slang mascotte meaning 'witch'. How the word entered the English language is a story in itself. At the turn of the century, a French composer named Edmond Audran (1842-1901) wrote a series of operettas. One of the most popular was called La Mascotte (1880), a light-hearted plot about a farm girl who brought good luck to whoever employed her, provided she remained a virgin. The opera ran for over a thousand performances between 1800 and 1882. As it gained popularity, it was translated into English and staged in England and America. The English translation was titled 'The Mascot' and established the concept of a mascot as a person, animal or thing bringing luck. Why mascots?

A mascot serves as a real-life character that promotes a brand, product or company. It serves as an identifiable character that consumers associate with a brand. Images of the mascot trigger an association with the brand, which can encourage consumers to buy a product or service. Its purpose, like the purpose of other advertisements, is to increase sales or company visibility. Whether advertising at a global or local level, finding the right public face is critical for a company to add value to its business. Most mascots provide a fun, light-hearted way to get an organization or company noticed in festivals, parades, sporting events, schools, store openings, civic events and even the media. Kids love mascots, and consumers easily remember them. Two important issues need to be considered while using a mascot. One - will the use of the mascot help accentuate the brand personality and help in sharper consumer association with brand values? In short, will it ensure recall and differentiation? Two - how will...
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