Testimonials – used to try to establish credibility and create merit for the brand.Testimonials can have several types of Spokespeople:ExpertsHigh CredibilityOrdinary ConsumersEffective for unexciting productsUsually included in everyday products because they are everyday people and therefore we can relate.Celebrities (Endorsements)Mix of product and consumer executionsPerceived as expertsCelebrity visibility – Well known therefore are valuable.Borrowed interest – the use of celebrity fame to endorse the brand.Advantages and Disadvantage of Borrowed interest (Celebrities Endorsement)Advantages:1) Increased awarenessOften the persons fames is higher than the brand they represent, therefore bring more attention to the product.2) Brand IdentityConsistent with identity of celebrityThink: Wheaties (The cereal brand)Longevity of brand image.3) Emotional attachmentTransfers to endorsementTransfer the emotional connection to a celebrity to a product!Disadvantages:1) Too many celebritiesReduces effectiveness of each oneDilution of fame2) Spread too thinDecreases credibilityA celebrities endorsing so many products that their endorsement lose credibility3) Private lives are publicHigh risk when the celebrity is representing the brand.This can break the emotional bond with the product also.Moral clauses – can break the contract.Consumer ExecutionsThese ads are more emotional and focus less on the product. This is useful when interest needs to be created for the product.HumorAttention gettingConsumer distractionVery subjectiveAnimationFictitious CharactersBorrowed interestNot Just products for childrenSexImplicit and explicitGaining sexual attractiveness by using the productAttention gettingImproves recallChanges attitudesMost effective with products tied to sexMusicRemember brand name and promiseGets attentionMaintains continuityDifferentiates the brandAdds valueADV 3008 Lecture 7 Outline of Last Lecture II. Competitive Advantages III. Consumer AppealIV. The Finished ProductOutline of Current Lecture V. The Finished Product Conta. Testimonials VI. Consumer Executionsa. Humorb. Animation c. Sexd. Music Current LectureTestimonials – used to try to establish credibility and create merit for the brand. Testimonials can have several types of Spokespeople:- Expertso High Credibility - Ordinary Consumers o Effective for unexciting productso Usually included in everyday products because they are everyday people and therefore we can relate. - Celebrities (Endorsements)o Mix of product and consumer executions o Perceived as expertso Celebrity visibility – Well known therefore are valuable. o Borrowed interest – the use of celebrity fame to endorse the brand. Advantages and Disadvantage of Borrowed interest (Celebrities Endorsement)Advantages: 1) Increased awareness Often the persons fames is higher than the brand they represent, therefore bring more attention to the product. 2) Brand Identity Consistent with identity of celebrity Think: Wheaties (The cereal brand) Longevity of brand image. 3) Emotional attachment Transfers to endorsement Transfer the emotional connection to a celebrity to a product! Disadvantages:1) Too many celebrities Reduces effectiveness of each one Dilution of fame2) Spread too thin Decreases credibility A celebrities endorsing so many products that their endorsement lose credibility3) Private lives are public High risk when the celebrity is representing the brand. This can break the emotional bond with the product also. Moral clauses – can break the contract. Consumer ExecutionsThese ads are more emotional and focus less on the product. This is useful when interest needs to be created for the product. o Humor Attention getting Consumer distraction Very subjectiveo Animation Fictitious Characters Borrowed interest Not Just products for children o Sex Implicit and explicit Gaining sexual attractiveness by using the product Attention getting Improves recall Changes attitudes Most effective with products tied to sexo Music Remember brand name and promise Gets attention Maintains continuity Differentiates the brand Adds
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