EZ Magic Video Review And Exclusive Money Making Bonus
This EZ Magic Video Review aims to examine the impacts of spokesperson type (celebrity vs. non-celebrity) and brand-message congruity status (congruity vs. incongruity) on consumer responses. Based on the responses of 366 consumers, a multivariate analysis of covariance (MANCOVA) test is conducted to determine main and interaction effects of a spokesperson type and brand-message congruity status on consumer responses, while controlling for a product involvement level. The results show that a celebrity spokesperson generates more positive ad attitudes than does a non-celebrity spokesperson. Also, an interaction effect exists between spokesperson type and brand-message congruity status on brand attitudes. The ad using a celebrity with a congruent brand-message (hedonic brand-hedonic message or utilitarian brand-utilitarian message) yields more positive brand attitudes than the ad with an incongruent one (hedonic brand-utilitarian message or utilitarian brand-hedonic message). These results provide empirical directions for marketers in the hospitality industry who must tailor advertising strategies for their targeted customers. Have you ever purchased a product because you knew a celebrity was also a user of the item? Maybe you bought a brand of lipstick because your favorite actress expressed in a commercial that it made her lips plumper? Or did you buy a pair of sneakers because you thought it would make you jump as high as the pro athlete pictured in the magazine ad?
A celebrity endorsement is when a famous person uses her/his notoriety to help to sell a product or service. It has been practiced since the 18th century, as Josiah Wedgwood, the founder of Wedgwood, used royal endorsement to create a heightened value for his products. During our days, it is typical for brands appealing to a specific segment to seek out an ambassador who meets the criteria. As consumers become more and more weighed down by the amount of advertising, companies are pushing their boundaries and exploring more innovative solutions for catching the attention of their target audience.
In 2013 Gillette employed 3 famous spokeswomen models to promote their Fusion ProGlide Styler; it was the first time for the brand, who had always used masculine representatives. The Social Video Ads Review works on the presumption that many American men would want to appeal to women’s care preferences.
Also Nike went beyond their boundaries when it published an ad containing the slogan “Improve your game with Nikefootball+ – Are you ready for the elite?”. This slogan was on the lid of an open shoebox with a pair of Nike football shoes in it. Behind this box more than 50 professional football players from various teams. The players’ teams were all sponsored by Nike and wearing their Nike-team apparel on this photo montage, even if some of the players were sponsored by Adidas and actually play with Adidas shoes.
Therefore why do companies decide to link their products to celebrities?
Brands look for celebrities who share qualities, values, ideas in order to create a potential synergy between the company and/or its products and the celebrity. Besides, a large follower-base is a key criterion for a brand, as it enables it to reach a wider audience thanks to published pictures, clicks, shares and tweets. For example, data collected by Opendorse, suggest that Toronto Blue Jays’ athletes are paid $500 per tweet for every 100,000 followers they have.
Moreover, the perceived credibility is higher since customers are more likely to attribute credibility to a company that is endorsed by a celebrity they trust.
But how much is a celebrity worth? Can every company invest their equity in endorsement? What about the risks of potential brand damages? Those are important questions to answer before deciding a strategy and they will be answered in the next article.
Just how familiar are you with a marketing communication campaign? Learn more about this Self-Improvement and Personal Growth 101 Review in the marketing mix and use it to give the push your product or service needs. Through this course you will understand the most important issues when planning and evaluating marketing communications strategies and executions. You'll be able to combine the appropriate theories and models with practical information to make better marketing communications decisions. After completing this course you'll be able to use integrated marketing communications (IMC) in the process of creating valuable brands and winning your consumers. IE Business School professor Eda Sayin will guide you through the process with the help of expert interviews from international marketing firms and will provide interesting real-life examples. After this course you will be equipped with the knowledge to ensure that you make the correct decision when it comes to communications and the placement of advertising and digital marketing.
Celebrity endorsements need to be approached carefully, manipulated thoroughly and utilized effectively in order to reap the full benefits. When looking for a celebrity to represent a brand, it's important to know what the expectations of having that celebrity endorsement are. Does the brand hope to connect to a larger audience? Does the brand lack an identity? Is the brand reinventing itself? Whatever the reason for seeking out a celebrity endorser, a brand should approach the situation with a specific goal in mind. Even then, choosing a celebrity to endorse an entire brand can be complicated. Not all celebrities are equal.
Different celebrities will accomplish different things for a brand as an endorser. Instinct would have us choose the celebrity with the most fans because more fans mean more customers. While this strategy works in some situations, it's not necessarily the best plan of action. There has to be some sort of collaboration or connection between celebrity and brand. A brand's ambassador or endorser shouldn't be some random celebrity.
Even if a celebrity has millions of fans, if there's no synergy or relation between the brand and celebrity, those millions of fans will only care about the brand as long as the celebrity is involved. Unless there's a reason for a fan to like a brand beyond the fact that his or her favorite celebrity is on its billboard, then that brand can kiss those fans goodbye if it ever decides to use another celebrity.
Social media platforms like Pinterest, Instagram and Tumblr are great resources for finding what and who is currently trending. Look for users similar to your brand's target audience. Learn their likes and dislikes and essentially "stalk" their social media profiles. If those users don't outright mention their favorite celebrities, then at least there will be plenty to go off of in order to choose a worthy alternative.
Take advantage of existing connections and fan bases, too. Celebrities serve as channels between buyer and seller. If your brand is seeking an audience that happens to follow a certain celebrity, then it should have that particular celebrity endorse its products. Endorsements are most effective when the celebrity's audience already overlaps with the brand's desired audience.
Another factor to consider is the type of advertising that the brand typically uses. Today there are so many resources available for marketing. There are traditional mediums like billboards and TV commercials, but also newer digital mediums like social media and text messaging. While most celebrities use social media and digital communication, there are celebrities who avoid it. Look for celebrities that already engage and connect with fans via your brand's preferred method of marketing.
The benefits of celebrity endorsements are extensive, but there can be drawbacks as well. For one, celebrity endorsements can be expensive. In addition to merchandise, celebrities demand millions of dollars to endorse a product or brand. Celebrity endorsements can be risky, too. Like all humans, celebrities sometimes get in trouble. When a celebrity gets in trouble, though, the whole world knows about it. If that celebrity happens to endorse a specific brand, that brand is now "criminal" by association and could potentially lose followers as a result.
In the marketing world, a celebrity is only as valuable as his or her public image, and if that image becomes tarnished in any way, it's usually bad for business. Just as a celebrity has the power to attract individuals to a brand, he or she has the power to deter individuals all the same.