Count The Advantages Of Celebrity Endorsements

< p > is now a fashionable move in China's economic circles. Because of its difference and publicity effect, many enterprises are looking for this mode. At present, most domestic enterprises will find movie stars or sports stars, spokesmen, and the demarcation of our policy has become a trend.

The advantages of celebrity endorsement can be summed up in 11 points: < /p >

< p > < strong > first, improve the corporate image.

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< p > it is a great reward to invite celebrities to advertise.

For example, the famous American professional basketball star a href= "http://www.91se91.com/pioneer/" > Mike Jordan < /a > signed a contract with the quark oatmeal company in the summer of 1991, advertising 10 years for gatto Reed's summer sports drink, with a reward of 18 million dollars.

Although the remuneration of stars in China is not so high, it is also an astronomical figure for ordinary consumers.

So companies or businesses that can afford celebrities to advertise usually give people the impression that they are too rich.

In other words, stars can help companies or brands build up a huge image.

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< p > < strong > Second, attracting consumers' eyeballs.

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< p > no matter stars appear on TV screens, billboards on expressways or on stage, people always want to see the stars and see what stars do.

Many stars have their followers and admirers, and the words and deeds of stars will attract their attention.

Therefore, celebrity advertising will benefit from celebrities, improve the audience's contact rate of advertising, and the brand of celebrity endorsement "a href=" http://www.91se91.com/news/index_s.asp "fame" /a will also improve.

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< p > < strong > Third, love the house and the black.

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< p > like stars, and then like the products or brands introduced by the stars. This is a common psychological phenomenon of emotional pfer.

Jordan is the most popular basketball fan in the world. Therefore, Nike's sports shoes Nike is also sold all over the world, becoming the leading brand of sports shoes, and surpassing the old product, Ai Di Da Si.

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< p > < strong > Fourth, exemplary role.

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< p > stars have great influence on ordinary consumers. People often imitate celebrities in lifestyle, dress and behavior.

Therefore, celebrities should perform, introduce and recommend products in advertisements, which can produce strong appeal and persuasion, so as to achieve the purpose of promoting product sales.

For example, in the short period of two months since the start of celebrity advertising, tobacco companies in the US has increased its sales of red label cigarettes by 47% and its market share from 20% to 38%.

After the broadcast of the domestic TV drama "longing", Liu Huifang's clothes also became popular in the market.

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< p > < strong > fifth, to continue the advertising effect.

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< p > after a long time of marketing efforts and advertising, consumers will establish a close association between stars and brands in their memory.

In this way, when consumers see stars again on other occasions or scenes, they can not help but associate themselves with the brand they once endorsed, thus playing the role of continuing the advertising effect and maintaining brand awareness.

To this day, when we talk about Li Moran, people will not forget 39 stomach Tai, mention Pan Hong, will still think of Xia Fei.

When it comes to Wang Ji, "Confucius house wine is homesick".

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< p > < strong > sixth, improve brand quality image.

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< p > no matter in foreign countries or in China, the stars are rich and high consumption groups. Therefore, consumers can easily make such an inference that the brands used by stars are definitely of high quality.

Unilever's Lusi soap has been hired by a series of famous movie stars as a spokesperson in the early years of its marketing in China.

After a lot of advertising, the brand stands out from the crowd of soap products, becoming the first choice for a href= "http://www.91se91.com/news/index_h.asp" fashion /a.

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< p > < strong > seventh, positioning the brand.

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< p > product is for people to use, usually by means of the relationship between characters and brands in advertising, so stars can also play a role in positioning the brand.

The role of stars in brand positioning is, on the one hand, on the difference of their economic status from ordinary people, and from the product grade to brand positioning on high-end consumer groups; on the other hand, it determines the consumer groups through the characteristics of celebrity personality and age.

For example, Gong Li is the thirty or forty year old female group.

Products endorsed by Zhao Benshan are often related to rural consumers.

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< p > < strong > eighth, enrich the connotation of the brand.

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< p > celebrities generally have stories that have already been understood by consumers, and are accepted by consumers.

By linking stars with brands, brands also add some associations and connotations.

Nike has increased the meaning of "Basketball", "Sports", "champion" and "success" because of Jordan. The garment of Li Lang makes people feel "mature", "sophisticated" and "confident" through Chen Daoming.

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< p > < strong > ninth, providing reasons for purchase.

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< p > in many cases, consumers do not know which brand to buy is more reasonable, so "advertising do more" or "celebrity recommendation" is the reason.

Wahaha's sales of pure aquatic products are coming from behind, perhaps because of the endorsement of Luo Xiangjin and Mao Ning and Chen Ming, giving consumers a reason to choose the brand.

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< p > < strong > tenth, media speculation.

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< p > hiring celebrities as product spokesmen is easy to cause media hype, thus contributing to the rapid improvement of brand awareness.

Li Moran and 39 Wei Tai are still being talked about as "a href=" http://www.91se91.com/news/index_p.asp "China" /a "celebrities advertising classics". This advertisement is also deeply left in the memory of consumers. "Beautiful" spent 1 million yuan to buy Gong Li's "happy smile" in the air-conditioned ads of the United States, whether it was worth the widespread discussion in the media at that time.

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< p > < strong > eleventh, attracting partners.

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< p > the advantage of the image spokesperson "star benefit", choose the role of the image spokesman to enhance the brand image of the project product and the symbol of enterprise strength.

Theoretically speaking, the effect of celebrity endorser is mainly reflected in the above ten aspects.

But from a practical point of view, attracting partners is often the first consideration of enterprises.

Because for advertisers (enterprises), the impact of stars on consumers is the latter. Priority should be given to channels.

Without smooth channels, products will not be able to reach consumers.

Employing celebrities as brand spokesmen means that enterprises are well capitalized, which means that companies spend a lot of money on marketing, which means that their products have good sales prospects, so that they can attract dealers' interests, increase dealer confidence and enhance the enthusiasm of dealers.

In addition, the recruitment of celebrity endorser will also help enterprises get support from raw material suppliers. < /p >