Much of today's society Seems somewhat Obsessed with celebrity figures. They are curious to know what They are eating, wearing, breathing and How They Live Their everyday lives. It's a bit strange how we as a society place Often celebrity figures on a pedestal as we Tend to treat them much differently than the average person. Marketing companies Have Realized the Importance of celebrity figures and use it as a marketing tool for Their products aka endorsements. Certain corporations hire celebrities in hopes That the association with the celebrity, In This case the athletes, will Their Attract Consumers to purchase goods in hopes of being "One with the athlete." Normally celebrity advertising is used for Achieving attention and higher sales. The goal of These corporations That is the message celebrities will deliver a Certain appeal and attention to Consumers. These do not come cheap to These corporations as They Have to pay hefty fees in hopes of Maximizing Their returns. What do you think about this idea? Do you agree or disagree with this strategy ? http://www.brandingstrategyinsider.com/endorsements
Clearly these "hefty fees" for celebrity advertising are well worth it to the corporations as sponsorships are becoming more and more prevalent (24% increase since last year). I do not think there is anything wrong with this strategy as long as honesty is obtained in communicating the product/service to consumers. Celebrity advertising is simply another sales technique that allows both the company and the celebrity to (usually) thrive. It is practical and quite clever to use society's celebrity obsessions to promote their businesses.
ResponderEliminar- Darcy Horn
I do not think that there is anything wrong with this strategy at all. Companies realize that the common person is likely to act in ways that the celebrities they love/aspire to be like/are their role model. If the companies are making a profit off of using celebrities, there is no reason to stop.
ResponderEliminarI also think that using celebrities for marketing strategies is a great idea for these corporations. Yes they have to shell out a lot of money, but not only does shelling out this money means a celebrity will represent their brand/company, but it brings further associations and connections. Those who feel they relate to in this case the picture in this blog betty white, will want to purchase more of what she is advertising in hopes of being just like her. This is the benefit celebrity endorsements have and why they will always be successful because it adds a familiar face to a sometimes unknown company.
ResponderEliminarThe above comment was posted by Alison Cohen
ResponderEliminarI don't think the strategy of these companies is "We want celebrity X because people like him/her and then they will buy our product". Celebrity endorsements are more a way for companies to gain visibility. This is why we see companies like McDonalds spend millions on athletes such as Lebron James to be associated with their business. From a logical point of view, it doesn't make sense to associate McDonald's unhealthy food with that of an elite athlete. However, companies have found that they can use celebrities as moving billboards for their brand. These companies have a great deal of certainty that these multi-million dollar contracts are paying off, or they would not continue to shell out money like they do.
ResponderEliminarI believe that celebrity endorsements are very important for companies. I disagree with the comment above that you will not buy a product because people like x celebrity. Growing up, I was a huge fan of Tiger Woods. When I saw Tiger Woods on Nike commercials, I loved the company Nike. I even bought Nike golf clubs and golf clothing because I wanted to be like my role model Tiger Woods. If Tiger Woods was not associated with Nike, I would have not bought these clubs, clothing, or probably not play the sport. Although not everyone buys clubs because of the athletes associated with them, I believe that consumers would like to have a good image for the products that they are using.
ResponderEliminar- Justin Conway
I believe that celebrity endorsements are very important for companies. I disagree with the comment above that you will not buy a product because people like x celebrity. Growing up, I was a huge fan of Tiger Woods. When I saw Tiger Woods on Nike commercials, I loved the company Nike. I even bought Nike golf clubs and golf clothing because I wanted to be like my role model Tiger Woods. If Tiger Woods was not associated with Nike, I would have not bought these clubs, clothing, or probably not play the sport. Although not everyone buys clubs because of the athletes associated with them, I believe that consumers would like to have a good image for the products that they are using.
ResponderEliminar- Justin Conway