TestimonialsMerits of the brandExperiences with itTypes of Spokespersons:ExpertsHigh CredibilityCould be an employee of a companyEx: Scotch Blue Painter’s TapeExperts are the painters who use itOrdinary ConsumersEffective for unexciting productsOrdinary people doesn’t mean they’re selected at randomEx: Prism TVConsumers were young, old, single, families, Hispanic, etc.Complete blending of a target marketNot likely that all 10 consumers in the ad all had positive views about the productYou have no idea how many people were interviewed in order to get the small edited version of the testimonials they wantCelebritiesMix of product and consumer executionsMore emotionRely on borrowed interest (an emotional element)Perceived as expertsCelebrity Visibility1st Highest Paid Endorsement: $57 millionPhil Mickelson (golfer) for Rolex, Exxon, Banks, Golf Companies2nd Highest: $55 millionTiger Woods3rd Highest: $33 millionNike, State Farm, McDonalds4th Highest: $28 millionKobe Bryant for Nike5th Highest: $24 millionDale Earnhardt Jr. for AMPBorrowed InterestAdvantages for Using Celebrities:Increased Awareness:Often higher than the brand they representIf you can attach the more well known celebrity to the brand, you can increase awarenessEx: Taylor Swift for Cover Girls’s Nature LuxeBrand Identity:Consistent with identity of celebrityWork hand in handMost celebrities have some type of identity in the market. You think of them in a certain wayEx: Wheaties cereal“The Breakfast of Champions”First person on box of Wheaties: Lou Gehrig Yankee playerAll athletesEmotional Attachment:Transfers to endorsementWe live in a society where we live in fame gossip, magazines, media, etc.Emotional attachments to famous people (autographs, pretend you’re someone when you’re little, etc.)Ex: Michael Jordan for Gatorade“Be Like Mike”Disadvantages:Too many:Reduces effectiveness of each oneProducts are always being endorsed by famous peopleThe impact of each one gets dilutedCan’t remember which athlete endorses which product because there’s so many to keep track ofEx: Direct TV’s 10+ paid endorsements vs. Dish TV (doesn’t use endorsements)Spread Thin:Decreases CredibilityWhen a celebrity endorses so many products, it decreases their credibilityBelieve in the paycheck, not the productPrivate lives are public:High riskProblem for advertisers, because when something bad happens to a celebrity, it gets out (doesn’t stay in the house).If people learn to dislike the person, consumers are more likely to dislike the product they endorsePrivate life can affect trustIf you can no longer trust the celebrity, they lose credibility and that transfers to the projectMoral ClausesIf celebrity is involved in a scandal, contract is terminatedEx: Lance Armstrong for Nike Just Do ItLost 24 hour fitness, nike, radio shack, trek bikes, anheusur busch, giro helmets contractsDoping scandalConsumer Executions:More emotionalLess focus on productUseful when interest created for productHumor:Attention gettingConsumer distractionHumor distracts usVery SubjectivePunch lineGet product information after you feel good about what’s going onEx: Taco BellOld people escape from retirement homeProduct Information: “Live mas”Ex: Volkswagen piñataEx: Possum as a pet “just playing possum”Easier way to save GeicoAnimation:Fictitious charactersOften used for children (cereal)Borrowed interestNot just products for childrenEx: Geico GeckoEx: Charlie Brown for MetLife InsuranceSex:Implicit or ExplicitGaining sexual attractiveness by using the productAttention gettingImproves recallChanges attitudesMost effective with products tied to sexThe closer you get to sex the more effect the commercial hasEx: Go DaddyModel vs. Walter (gross)Product has nothing to do with sexEx: Dolce and Gabbana Light Blue PerfumeEx: Victoria’s SecretValentine’s Day lingerieEx: Skyn condomsDirectly relatesMusic:Remember brand name and the promise the product deliversEspecially when you provide lyricsEx: Subway’s $5 footlongsEx: Napa Know How auto parts storeGets attentionEx: Pepsi + Nicky MinajMaintains continuity in a campaignTriggers thoughts about that particular brandEx: Enterprise Rental CarDifferentiates the brandAdds value50 QuestionsDistributed equally by chapter1st three chapters are the hardest (know theories and concepts)Advertising Notes! 02/05/2013Testimonials- Merits of the brand- Experiences with it - Types of Spokespersons:o Experts High Credibility Could be an employee of a company Ex: Scotch Blue Painter’s Tape Experts are the painters who use ito Ordinary Consumers Effective for unexciting products Ordinary people doesn’t mean they’re selected at random Ex: Prism TV Consumers were young, old, single, families, Hispanic, etc. Complete blending of a target market Not likely that all 10 consumers in the ad all had positive views about the product You have no idea how many people were interviewed in order to get the small edited version of the testimonials they wanto Celebrities Mix of product and consumer executions More emotion Rely on borrowed interest (an emotional element) Perceived as experts Celebrity Visibility 1st Highest Paid Endorsement: $57 million- Phil Mickelson (golfer) for Rolex, Exxon, Banks, Golf Companies 2nd Highest: $55 million- Tiger Woods 3rd Highest: $33 million- Nike, State Farm, McDonalds 4th Highest: $28 million- Kobe Bryant for Nike 5th Highest: $24 million- Dale Earnhardt Jr. for AMP Borrowed Interest Advantages for Using Celebrities: Increased Awareness:- Often higher than the brand they represent- If you can attach the more well known celebrity to the brand, you can increase awareness- Ex: Taylor Swift for Cover Girls’s Nature Luxe Brand Identity:- Consistent with identity of celebrityo Work hand in hand- Most celebrities have some type of identity in the market. You think of them in a certainway- Ex: Wheaties cerealo “The Breakfast of Champions”o First person on box of Wheaties: Lou Gehrig Yankee playero All athletes Emotional Attachment:- Transfers to endorsement- We live in a society where we live in fame gossip, magazines, media, etc. - Emotional attachments to famous people (autographs, pretend you’re someone when you’re little, etc.)- Ex: Michael Jordan for Gatorade o “Be Like Mike” Disadvantages: Too many:- Reduces effectiveness of each one- Products are always
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