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通信文章——公共关系活动中名人效应的运用

在公共关系活动中运用名人效应对于名人和客户本人的作用要远远大于品牌本身。

简介

根据美国民意调查和市场研究显示，72%购买有名人代言产品的顾客表示这些代言人的熟悉面孔是首次吸引了他们对产品的注意。目前，有超过五分之一的广告会使用名人的脸、声音或者形象。（达尔，2005年）。像布兰妮·斯皮尔斯或者老虎·伍兹这样的明星他们的代言费高达一千万英镑。本文试图评估分析利用名人的销售力是一种有效的市场策略，还是另一种提升名人自我名望和价值的方式。

名人的商机

达尔（2005年）并不是唯一一个认为商家和企业对名人代言产品的运用已经上升到了新的水平。名人推销是商家们正在尝试并需要时间来证明其有效性的广告策略。他的好处在于名人给代言的品牌注入了个性和特色，这会让购买者注意到并选择它来使用（梅尔，2004年）。如果运用成功，名人代言人可以给产品增加巨大的价值。如今的公众比原先任何时候都接触更多的名人信息。对名人的崇拜也超过了任何历史时期，这个市场潜力是极其巨大的，特别是如果将一个产品和一个特定名人联系起来，在特定人群中传播威力就更大。

Communications Essays - Celebrities in PR Campaigns
Published: 23, March 2015

Use of celebrities in PR campaigns does more for celebrities and client egos than the brands in question.

简介——Introduction

According to American Public Opinion Survey and Market Research, 72 % of customers who bought a product backed by a celebrity said that it was the famous face of the endorser who first grabbed their attention. More than a fifth of all advertising today features a famous face, voice, or image (Dahl, 2005). With stars such as Britney Spears and Tiger Woods commanding endorsement fees of tens of millions of pounds, this paper will try to assess whether the selling-power of celebrity is an efficient marketing strategy or is it just another way for celebrities to increase their fame and fortune.

名人的商机——The business opportunity of celebrity

Dahl (2005) is not alone in believing that businesses and entrepreneurs who use celebrities to endorse there products are elevated into another category. The celebrity pitch is a tried and tested advertising strategy that has stood the test of time. The advantages are that celebrity adds personalities and characteristics to a brand that will raise awareness and product adoption (Mare, 2004). If successful, the use of celebrity endorsers can contribute to adding significant value to a product. Today, more than ever before, the public has a hunger for celebrity information. The cult of the celebrity is more powerful than at any time in history and the marketing potential of this is enormous, especially if you can connect a product and a celebrity to a specific demographic group.

Advocates of the use of celebrity endorsements to sell products will point to the frequently hailed increases in sales as a result of a celebrity’s appearance in promotional campaigns. T-Mobile for instance claimed that the use of Catherine Zeta-Jones to promote their network in the United States increased sales by 25% - a massive margin. However, there is no consensus that this strategy is successful. Firstly, critics argue, using a celebrity face leaves you open to accusations of cheaply selling a product that does not sell itself and secondly, attaching your brand to an individual is a huge risk as any negative publicity regarding that individual will be immediately connected to your brand (Dahl, 2005). This can create a long-term stigma that is difficult to overcome. Martha Stewart’s cooking, house and home television network will probably never recover from her imprisonment for insider trading especially as her name formed part of the brand name.

Furthermore a celebrity should know about