5 [Label: celebrities, endorsement advertisements, advantages and disadvantages] Airbag O о 2008-01-13/kloc-0: 50

I can't believe the exam still has such a broken question!

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The pros and cons of celebrity endorsement are half and half, and the probability of failure in actual operation is far greater than success. Even famous international enterprises such as Yangshengtang and Chanel have made obvious mistakes. Our domestic enterprises should also use celebrity endorsements with caution! The essence of celebrity endorsement is to use the halo effect of stars, that is, to combine, graft and connect a well-known, beloved, respected and authoritative figure with specific products and transfer the value of the former to the latter. Theoretically speaking, celebrity advertising endorsement has three advantages: 1, which shifts the audience's attention to celebrities to products and improves the attention and popularity of products; 2. Take advantage of the audience's love for celebrities to produce empathy effect and increase brand preference; 3. Strengthen the brand personality/image through the personality/image charm of celebrities. It is precisely because celebrity endorsement has three advantages: increasing brand awareness, liking and creating brand personality image, so large and small enterprises are flocking to it. Almost all big brands have celebrity spokespersons, and celebrity endorsements seem to be an inevitable choice. Even Yangshengtang, which has always disdained falling into the stereotype of taking the star route, is also known for its differentiated marketing. For the first time, it invited South Korean star Li Yingai (the protagonist of the popular TV series Dae Jang Geum in 2005) to endorse the new flagship product in 2006-Farmer Tea Beverage. Can celebrity endorsements really exert the above advantages? Is it really a trend in advertising? Is the trend necessarily correct? Not necessarily! Using stars to enhance the popularity of products, the premise is that the "popularity" of stars should be strong and lasting enough. However, stars are accompanied by "fashion" and are popular. Where there is tide, there is tide. Who can guarantee that the "super girl" heat wave will last for many years? How popular were Liu Xiaoqing, Deng Yaping and kristiansand Phillips at that time? Another premise is that stars are closely related to products, and the popularity of stars is transplanted to products. When customers mention stars, they will immediately associate them with products, such as Tai Fang-Kitchenware and Jackie Chan-Little Overlord Learning Machine. But now, because of the celebrity endorsement in the industry (the core is to make more money), Li Zichun speaks for Shenzhou Computer, Coca Cola, Guo Jingjing speaks for Qifu, and Liu Xiang speaks for nearly ten brands such as Nike, Baisha and Yili. How many customers can remember the products endorsed by celebrities with such chaotic endorsements? Customers pursue simplicity and instinctively resist chaos. As a result, customers only remember the stars but can't remember the products, and manufacturers spend huge sums of money to become the "wedding clothes" of the stars. Use stars to enhance brand preference. Many stars are really famous, but there are not many real fans. Even though some stars claim to have hundreds of thousands and millions of idolized people, compared with the target customers of tens of millions, the proportion of people who really like stars and brands because of empathy effect is less than 1%, or even only one thousandth. Using stars can only "grasp the point" to enhance the brand preference of a very small number of people (idolized people), but not "reach the surface"-the vast majority of consumers who are not idolized. The important purpose of advertising is to inform and convince the target audience to the maximum extent. If the focus of our advertising operation planning is only on the minority groups who love stars, is it suspected to give up the basics? What's more, some people like stars and some people hate them. Funny stars like Zhao Benshan and Stephen Chow are considered humorous by people who like them and shallow and vulgar by people who hate them. Doesn't this increase some people's brand aversion? It increases the preference of some people and the disgust of others at the same time. What is the effect of celebrity endorsement? Strengthen brand personality and image by promoting stars. This is the original intention of many big brand stars to endorse. There are indeed advertising cases in which Liu Xiang's "aggressive and self-breakthrough" personality is highly consistent with Nike's brand personality, but there are more failed cases. To transplant the personality of a star successfully, we must cross two barriers: first, is the personality image of the selected star consistent with the image of the brand itself? This is a test of the judgment ability of enterprises; Second, can advertising creativity reflect the successful use of the star's unique personality to reflect the brand's personality image? This is a test of the creative ability of advertising companies. These two passes, seemingly simple, are actually not simple. Many big-name companies are planted here. There are many loopholes in advertising planning. Yangshengtang, which makes good use of advertising planning, is full of loopholes when it is endorsed by Li Yingai stars for the first time. Contradiction 1: Yangshengtang thinks that Li Yingai personally represents "beauty, kindness and elegance as tea", while Li Yingai is generally recognized as the personality image of "smart, hardworking, enterprising and not afraid of setbacks" in inspirational plays. Movie stars are different from singers and sports stars, and most of their images come from the screen. Can the greatness of "smart, hardworking, enterprising and not afraid of setbacks" represent the brand personality of farmer's tea? Contradiction 2, the creative starting point of the farmer's tea advertisement is "the water for making tea, the mountain spring is the best", and the water source is the core selling point (similar to the flowing water of Qiandao Lake, the farmer's spring of that year), which is a typical rational appeal. However, because of the stars, the visual expression of "beauty and elegance" and the emotional appeal of "people who love water, tea and drink" are abruptly added, and an advertising film can show so many irrelevant themes. Obviously, Yangshengtang, which has always been confident, has also lost itself in grasping the appeal of taking the star as the center or the product water source as the center. In addition, Yangshengtang claimed to promote China tea culture, but invited a Korean star to speak for it. Is this also a contradiction? Also, the entertainment star He Jiong endorsed the E-Percent learning machine. How many parents who want to succeed are willing to buy it? CoCo Lee, an energetic and sexy spice girl, endorsed the "noble and elegant" luxury brand "Chanel", which won unanimous praise from celebrities in Hong Kong? Yili, from the prairie, didn't stick to her position properly, followed suit and even found Liu Xiang to speak for her. I really don't know what the rational consumption of milk has to do with the "positive and breakthrough" represented by Liu Xiang. The slogan "Creating Possibilities for Dreams" seems to be specially designed to publicize Liu Xiang's success, which makes people think of "dream creation" when buying and drinking milk, which seems even more far-fetched. Easier said than done, many well-known companies have repeatedly failed in the choice and creativity of celebrity endorsements, but there are only a handful of successful cases. The three disadvantages of celebrity endorsement are few companies that can make full use of the three advantages of celebrity endorsement. What's more, celebrity endorsement itself has three insurmountable shortcomings: 1. Stars are often "meteors", and most of them have been popular for less than three years. Such real evergreen trees as "Andy Lau, Jackie Chan and Song Zu Ying" are very rare. Sports stars are limited by life span, and the life span of "stars" is even shorter. When stars become "yesterday's yellow flowers", the brands they endorse also represent "outdated and aging". The time for celebrity endorsement is very risky. 2. The uncontrollable moral and health risks of stars. Celebrity endorsement means that the named person and the endorsed product become "the same life", but the moral and health risks of celebrities are beyond the control of the enterprise itself; Once a star has an "anecdote" and something goes wrong, the enterprise is unlucky and there is no room for compensation. 3. Using celebrity endorsements requires huge capital investment. Celebrity endorsement is expensive, and advertising support is more expensive. Generally speaking, the cost of advertising should be more than ten times that of celebrity endorsement. Recently, TOL signed football superstar Ronaldinho to endorse LCD TV at a sky-high price (more than 10 million euros), which was questioned by industry experts. The profit of LCD TV is meager, and TCL has to sell more 1000000 units (the annual growth must exceed 100%) to earn back the endorsement of the stars. If its supporting advertising investment is 5- 10 times of the endorsement fee, it means that the annual growth rate of TCL LCD TV will exceed 500%- 1000%, and it is possible to earn back the celebrity endorsement and advertising investment fee. This kind of big investment is undoubtedly a gamble, and the wise are obvious to all. Theoretically, celebrity endorsements have their own advantages and disadvantages. In practice, it is difficult to make full use of advantages, but disadvantages are inevitable. The probability of celebrity endorsement failure is far greater than success. Even famous enterprises such as Yangshengtang and Chanel have made obvious mistakes. Our general enterprises should use celebrity endorsements with caution!