通信文章——公共关系活动中名人效应的运用 [2]
论文作者:www.51lunwen.org论文属性:学术文章 Scholarship Essay登出时间:2016-05-06编辑:lily点击率:6947
论文字数:1819论文编号:org201605031655491713语种:英语 English地区:美国价格:免费论文
关键词:名人效应产品营销市场
摘要:本文介绍了名人效应在产品营销中的运用,对其进行简介并对其巨大作用进行说明,阐述其在产品营销中的优势和存在的风险和考验,并对其应用的心理原因进行分析,最终得出结论。
a product and preferably use it themselves so that they can endorse it beyond face value. It helps if they believe in what they are selling. Often they are contractually obliged to use the product which makes it especially damaging if they are caught using a rival brand. For example, Britney Spears risked losing her $97 million endorsement deal with Pepsi when she was twice photographed drinking rival brand Coke.
不容置疑的名人效应——The unquestionable power of celebrity
Having said that the use of celebrity endorsers dangerously attaches the fate of your brand to the personal life of the endorser, there is a saying that all publicity is good publicity and in this age of massive celebrity interest this is perhaps truer than ever. Goziol (2005) gives a perfect example of this – “no one in recent memory has turned a bad public reputation into a marketing bonanza as effectively as did Paris Hilton, and now she is spreading her backward PR success to her mobile network” (p1).
Goziol refers to the recent publicity that arose when Hilton had her mobile phone hacked into and her numbers stolen. Rather than raise security scares that may harm sales, her network provider – T-Mobile – has subsequently been selling out of the Sidekick model of hand-set that Paris was revealed to use, “apparently, her unintentional endorsement of the unit is a more effective draw than the chilling realisation that one's personal information might be exposed on a mobile network” (Goziol, 2005, p1). If ever the impact of a celebrity endorser was in question, this incident provides marketers with extremely persuasive evidence that this strategy is an extremely powerful one to follow.
失去先发优势的代价——The costs of missing out on first mover advantage
A large problem with celebrity endorsers is that beyond their payment they usually have little incentive or interest in the success of their contribution to a promotional strategy. Celebrity endorsers are attracted by the money and often the free publicity. While a successful endorsement strategy can pay dividends (quite literally) for the celebrity, it is the amount of money that they receive that is most likely to interest them. This is especially true of celebrities with multiple endorsement deals. If they are receiving large amounts of money from a particular company the incentive to actively promote another company may be limited.
Nike’s endorsement of Tiger Woods is an example of one brand dominating a celebrity. His requirement to wear Nike clothing in all other endorsement campaigns somewhat undermines his other sponsors such as Buick, American Express of Tag Heuer watches. Accenture recently produced a campaign of adverts at enormous cost in which Woods was photographed in various golf poses, the Nike logo on his cap was so prominent that the campaign served more to endorse Nike than it did Accenture (Kedrosky, 2005).
成功的心理因素——Psychological reasons for success
Celebrity sells but there has been little theory to help understand why this may be so. Mucha (2005) believes that familiarity breeds friendship and trust. Therefore the more we see celebrities the more we believe we can trust what they say and endorse - we’re designed to trust our friends. This e
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