Chap011[1] - Celebrity Spokesperson Celebrity...

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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 Let’s Sell Some Wheaties Let’s 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....
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Chap011[1] - Celebrity Spokesperson Celebrity...

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