Chap011[1] - Celebrity Spokesperson Celebrity Spokesperson...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Celebrity Spokesperson Celebrity Spokesperson *Second Special Case of Sponsorship *Referred to as Personality Sponsorship *Used in Marketing of: *Sports Products Nike & Tiger Woods *Nonsports Products Sony & Peyton Manning Matching Process Matching Process *Celebrity (Personality) Needs to Fit: * The Target Market * The Product * The Brand Types of Personalities Used Types of Personalities Used *Entertainer (Bon Jovi & Duracell Batteries) *Politician (Bob Dole & Pepsi-Cola) *Dignitary (Sarah Ferguson & Weight Watchers) *Athlete (LeBron James & Bubblicious Gum) Endorsement Applications Endorsement Applications *I Use It, So Should You Endorsement Applications Endorsement Applications *I Am an Expert, and I Think that You Would Be Smart to Use this Product Endorsement Applications Endorsement Applications *I Think Its Cool, So You Should Use It Athletes as Endorsers Athletes as Endorsers *Prominent Roles in Society *Recent Concerns Regarding Legal and Moral Transgressions *Longevity Concerns Injury & Retirement Lets Sell Some Wheaties Lets Sell Some Wheaties *The Wheaties Brand Has A Long History of Using An Endorsement Strategy to Influence the Demand for Its Cereal * http://wheaties.com/pdf/wheaties_history.pdf Factors Favoring Use Factors Favoring Use of Athletes as Endorsers of Athletes as Endorsers *More Effective with Sport-Specific Products (i.e. Tiger Woods & Nike Golf)*More Effective with Sport-Specific Products (i....
View Full Document

Page1 / 5

Chap011[1] - Celebrity Spokesperson Celebrity Spokesperson...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online