The Celebrity Davie Brown Index (DBI) is an independent index for brand marketers and agencies that determines a celebrity's ability to influence brand affinity and consumer purchase intent. The DBI provides brand marketers with a systematic approach for quantifying and qualifying the use of celebrities in marketing campaigns by evaluating a celebrity's awareness, appeal and relevance to a brand's image and their influence on consumer buying behavior. Created by the entertainment practice of The Marketing Arm, a leading entertainment marketing and promotion agency, the Celebrity DBI includes more than 2,800 celebrities and is powered by a 4.5-million domestic consumer research panel.

In this paper:

1. Explain how do you believe celebrity endorsements influence consumer decisions. (Approx. 150)

2. What do you feel are the biggest limitations of tools such as the Celebrity DBI? Explain your rationale. (Approx. 150)

3. Explain how consumer decisions are made based upon celebrity endorsements. (Approx. 150)

4. Defend the opinion that says celebrity BDI is an effective way of advertising to influence consumer's buying behaviour. (Approx. 150)

5. Defend the opinion that says celebrity BDI is NOT an effective way of advertising to influence consumer's buying behaviour. (Approx. 150)

Guidelines:

* The total word count in the paper should be approximately 750 (excluding references and headlines)

* Please add references for the material used in writing this paper (a minimum of 10 different references quality academic and professional articles and papers, and links to websites and other sources are required "NOT ONLY BOOKS").

* Please note that the paper should be original, and copying from online resources will be detected and the paper will be rejected if copying percentage is above 25%.