(word)家纺行业高额聘用明星代言的利弊分析.docVIP

Celebrity endorsement - Analysis First, celebrity brand-name recognition will help the brand quickly. 1, using well-known celebrities in the audience of new products to improve the cognitive rate. The use of celebrity endorsement, by means of its fame to improve product awareness, boost product sales quickly become the company a firm foothold in the competition as one effective means. 2, celebrity endorsements to enhance not only the new brand reputation, and would have celebrities in the audience the impression grafted to the product, to the good image of the renewal of the product offerings. Consumers due to the involvement of celebrities on the celebrities love to move into the product, and then purchase, as well as product and business-generated goodwill. elebrity endorsement Second, celebrity endorsement is a double-edged sword, has some risks.1, celebrity endorsement is invalid transmission. Celebrity smile attracted peoples attention, while the celebrity endorsement of products and businesses may not leave the impression in peoples minds. Keep in mind the risks of celebrity forget when the product exists. But some companies believe that celebrity endorsements can be developed correlation, because the celebrity plasticity relatively large, but needs long-term investment. (1) enterprises in the elections to choose its representatives when Zhigu known large, ignored the linkages between product and celebrity sex. In the selective law, the audience will be a result of the high-profile celebrities and the first contact with them selectively, in a selective basis, based on the original celebrity image and product performance of selective perception, if between products and celebrities there is no correlation, then the audience can not be established in tightness, even though the letter no matter how high the reliability of the source would not have much effect. Big does not mean that the effective dissemination of fame. (2) too many celebrity endorsements pr