celebrity endorsement明星代言案例分析概要1.pptVIP

COMPANY: Quality SPOKESMAN: Responsibility CONSUMER: Rational Choice * Recently, there is a piece of news attracts many netizens. It says that Cang Jingkong will speak for a Chinese product with ten million yuan. No matter it is true or not, we can see the market of celebrity endorsement. The celebrity endorsement is the use of celebrities and the plane portrait or video, through a series of promotional carrier terminal so that the product widely known to audiences as a marketing tool. 王菲 ￥25,000,000/ 2 years 成龙 ￥16,000,000/ 2 years 章子怡 ￥15,000,000/ 2 years 姚明 ￥15,000,000/ 2 years 周杰伦 ￥13,000,000/ 2 years 刘德华 ￥12,000,000/ 2 years 赵本山 ￥10,000,000/ 2 years 李娜 ￥10,000,000/ 2 years 林丹 ￥10,000,000/ 2 years 刘翔 ￥10,000,0000/ 2 years Why does the endorsement fee become so expensive and many companies are willing to pay this expense? 1.The popularity of the star representer can improve the new product’ s market presence , so the new product can be sold out quickly. And it will also helps to achieve goals for increased visibility and brand awareness. 2.Establishment of Credibility: Approval of a brand by a star fosters a sense of trust for that brand among the target audience. This is especially true in case of new products. 3. Ensured Attention: Celebrities ensure attention of the target group by breaking the clutter of advertisements and making the advertisement and the brand more noticeable. 4. Economic benefit: celebrity endorsement brings benefit both to the company and the spokesperson. The company can earn much money because of the mass sales of products and the spokesman can high endorsement fee. However, it also has some disadvantages—— 1.The endorsed products will suffer from great risk if the figure of the spokesperson is not well be chosen. If it lacks of objective and rigorous investigation among the target customer and decided by decision maker’s personal preference .It will bring bad effect on the sale of products.