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BY LIU JUNJUNPhoto by: Thomas Edwards
& Celebrity endorsement
You can see ADVERTISEMENT Everywhere! Everyday!
Photo by Gordon Wrigley
On TV
During a movie
By your messages and email
Roadside
Facebook & Ins
Photo by Gordon Wrigley
I opened my pantry and counted 214 food Brand labels
Photo by Karen
I count 51 product labels within eyesight in medicine cabinet
47 other labels just standing in our bathroom while looking around
Most people are exposed to
around 4,000 to 10,000advertisements each day.
Photo By Matt Squirrel
And there are also many
ADVERTISING STRATEGIES
Photo by Leo Reynolds
• The Emotion Sell • The Sexual Sell• Sell Experiences • Fear Ads • Humor • Celebrity endorsement
Especially the “Celebrity endorsement ”Photo by Petras Gagilsa
Up to 15% of all advertisements that run in
America feature a celebrity endorser.
Photo by DennisM2
the use of celebrities was at its highest in
Europe with a rate of almost 40% in 2013.
Photo By Magnus Halsnes
In 2013, the use of celebrities is still the highest in Japan and Korea, where over 40 % of TV ads feature celebrities
Photo by Mike Fleming
The lowest in Ukraine, Sweden, and Canada, where the proportion is under 5%.
Photo by Karen
The type of celebrity used varies significantly by region
■ n Asia Pacific, around half of the ads featuring celebrities use film stars. This drops to
12 percent in Latin America.
■ The second most popular type of celebrity is TV presenters, this is 35 percent in
Latin America, but drops to 10 percent in Africa.
Photo by Mroach
■ And in the U.S the split between local vs. international
celebrities is closer to 50:50 Photo by Tyne & Wear Archievs
Five Advantages to Using Celebrities in AdvertisingPhoto by: RooDY
1.Influence Consumer Purchases
“If the product is good enough for her, it's good enough for me.”
Photo by Allan Lorde
2.Build brand equity
Prior to Michael Jordan, Nike primarily sponsored tennis and track athletes. Nike wanted expand into new markets. The Nike-Jordan partnership has blossomed into its own multibillion dollar subsidiary company, Air JordaPhoto by Bungo77
3.Help people remember ads.
■ Celebrity endorsements can improve ad recall, according to researchers Jagdish Agrawal and Wagner Kamakura.
Photo by Anders Sandberg
4. Make people believe the product contributes to superstar status.
Photo by Clive Darra
5.Stand Out
■ “celebrities may help advertising stand out from the surrounding clutter” ---------Charles Atkin and Martin Block
Photo by Clive Darra
Citations ■ Images: all photos are from Flicker, author’s names are listed in the order they appear in the
presentation.
■ Ron M (Sept 10, 2015) How Many Ads Do You See in One Day? Retrieved Oct 16, 2016, From http://www.redcrowmarketing.com/2015/09/10/many-ads-see-one-day/
■ Ron M (Sept 10, 2015) How many ads so you see in one day? Retrieved Oct 16, 2016, From http://www.redcrowmarketing.com/2015/09/10/many-ads-see-one-day/
■ Rick S (studio D) What are five advantages to using celebrities in advertising? Retrieved Oct 16, 2016, from http://smallbusiness.chron.com/five-advantages-using-celebrities-advertising-34394.html
■ Goksel s (2014) Celebrity Endorsement: How it works when a celebrity fits the brand and advertisement, retrieve Oct 16, 2016, from http://waset.org/publications/9997953/celebrity-endorsement-how-it-works-when-a-celebrity-fits-the-brand-and-advertisement
■ FrogDog ( Feb 11, 2013) The advantages and disadvantages of celebrity endorsements retrieved Oct 16, 2016, from http://frog-dog.com/the-advantages-and-disadvantages-of-celebrity-endorsements/