通信文章——公共关系活动中名人效应的运用 [3]
论文作者:www.51lunwen.org论文属性:学术文章 Scholarship Essay登出时间:2016-05-06编辑:lily点击率:7129
论文字数:1819论文编号:org201605031655491713语种:英语 English地区:美国价格:免费论文
关键词:名人效应产品营销市场
摘要:本文介绍了名人效应在产品营销中的运用,对其进行简介并对其巨大作用进行说明,阐述其在产品营销中的优势和存在的风险和考验,并对其应用的心理原因进行分析,最终得出结论。
ffect is known by Neuroscientists are the “mere exposure effect”. The more we see the more we like.
Merely attaching a famous face to a product is not a guarantee of success and herein lies the biggest danger of using celebrities to endorse brands. The products characteristics and the personality of the celebrity must be precisely matched and more importantly must appeal strongly to the specific demographic the brand is targeted at. This is a biggest cause of failure in celebrity endorsed advertising campaigns, especially, as stated before, because the initial payment is usually the principle concern of the celebrity rather than the outcome of the campaign. The difference between the endorser and the company employing them is that the celebrity will see any publicity as a bonus, the company sees it as essential.
To match a business with the right star a company must define the attributes that best suit their brands profile and target demographic. So, for example, Volvo could be associated with reliability or safety, while Porsche might be associated with speed and thrills.
风险和失败——Risks and flops
The Nike partnership with Tiger Woods and Michael ‘Air’ Jordan, and T-mobile with Catherine Zeta-Jones are examples of brands and celebrities in perfect harmony and achieving astonishing results in terms of sales, added value and popularity. In such agreements, everybody benefits. However, when sales do not increase or the brand is damaged arguably it is only the celebrity who benefits as they are either paid for it or, if doing it for a charity (e.g. Chris Martin from Coldplay),they get the moral status points (Lee-Potter, 2005).
In short, celebrity endorsements are high risk, and sometimes things go wrong. Misbehavior is one obvious risk but as the Paris Hilton example showed this is not always the biggest risk.
More dangerous, however, is a basic failure to find complementary attributes between star and product. Chrysler paid $14 million to singer Celine Dion to front their 2003 advertising campaign, but consumers did not buy the intended match between Dion's voice and image and Chrysler's automotive sophistication. Sales suffered and the company ended up pulling the campaign (Hein and Benezra, 2005).
A potential failure was averted by appliance maker Salton after they had initially portrayed George Foreman as a boxer to sell their now famous George Foreman Grill. Initially sales lagged until the company focused on the attributes that matched with the lifestyle of those who would use the product: a barbecuing, funny dad to eight hungry kids. The value of this version of George Foreman that Salton paid the former boxer $138 million for long term rights to his name and likeness (Hein and Benezra, 2005). This is a rare story of such a successful campaign. The reality is that celebrity campaigns are unoriginal, commonplace and usually costly. There is always one winner though – the celebrity.
结论——Conclusion
The use of celebrities to sell products is not a new phenomenon but it remains in many cases an incredibly effective method of promoting and selling branded goods. However, there are more risks in doing so now than ever before. More and more products are using celebrities, celebrity behaviour is constantly in the s
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