celebrity endorsement明星代言案例分析

• COMPANY: Quality • SPOKESMAN: Responsibility
• CONSUMER: Rational Choice
Celebrity endorsement has both advantages and disadvantages. On the one hand, it can make the products become more competitive and boost product sales. On the other hand, it may misguide consumers and leads to blind consumption.
Recently, there is a piece of news attracts many netizens. It says that Cang Jingkong will speak for a Chinese product with ten million yuan. No matter it is true or not, we can see the market of celebrity endorsement.
3. Ensured Attention: Celebrities ensure attention of the target group by breaking the clutter of advertisements and making the advertisement and the brand more noticeable. 4. Economic benefit: celebrity endorsement brings benefit both to the company and the spokesperson. The company can earn much money because of the mass sales of products and the spokesman can high endorsement fee.
However, it also has some disadvantages——
1.The endorsed products will suffer from great risk if the figure of the spokesperson is not well be chosen. If it lacks of objective and rigorous investigation among the target customer and decided by decision maker’s personal preference .It will bring bad effect on the sale of products. 2.Few consumers give no heed to stars. Rational consumers know that it is us consumers who need to bear the cost of high fees for inviting stars eventually. So they would rather buy the products without prominent advertising. 3.For most consumers, celebrity endorsement will influent their consumer psychology and purchase intention. They will follow like sheep and ignore product’s practical applicability and quality. It may feel great at the time but rash spending.
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王菲 ¥25,000,000/ 2 years 成龙 ¥16,00Baidu Nhomakorabea,000/ 2 years 章子怡 ¥15,000,000/ 2 years 姚明 ¥15,000,000/ 2 years 周杰伦 ¥13,000,000/ 2 years 刘德华 ¥12,000,000/ 2 years 赵本山 ¥10,000,000/ 2 years 李娜 ¥10,000,000/ 2 years 林丹 ¥10,000,000/ 2 years 刘翔 ¥10,000,0000/ 2 years
Why does the endorsement fee become so expensive and many companies are willing to pay this expense?
1.The popularity of the star representer can improve the new product’ s market presence , so the new product can be sold out quickly. And it will also helps to achieve goals for increased visibility and brand awareness. 2.Establishment of Credibility: Approval of a brand by a star fosters a sense of trust for that brand among the target audience. This is especially true in case of new products.
The celebrity endorsement is the use of celebrities and the plane portrait or video, through a series of promotional carrier terminal so that the product widely known to audiences as a marketing tool.
HongKong media reported that “Ba Wang”shampoo and its sub-brand products both have cancerogenic substance, which would be harmful to people’s skin, eyes and respiratory system. As “Ba Wang” shampoo’s spokesmen, both Cheng Long and Wang Fei were viewed with suspicion.
Hao Di shampoo endorsed by Li Wen A classic advertising slogan: Everybody good be really good.
China Mobile endorsed by Ge You
A Children’s cold medicine called“You Kadan”was investigated harmful to Children’s liver and kidney. Many people tweeted to blame its spokesperson----Song Dandan.