Transcript Chapter 1
Chapter 12 Endorsements McGraw-Hill/Irwin 12-1 ©2007 The McGraw-Hill Companies, All Rights Reserved Celebrity Spokesperson • Special Case of Sponsorship • Referred to as Personality Sponsorship • Used in Marketing of: – Sports Products – Nike & Michelle Wie – Nonsports Products – Pepsi-Cola & Yao Ming 12-2 Matching Process • Celebrity (Personality) Needs to Fit: – The Target Market – The Product – The Brand 12-3 Types of Personalities Used • Entertainer (Bon Jovi & Duracell Batteries) • Politician (Bob Dole & Pepsi-Cola) • Dignitary (Sarah Ferguson & Weight Watchers) • Athlete (Michael Jordan and Hanes) 12-4 Endorsement Applications “I Use It, So Should You” 12-5 Endorsement Applications “I Am an Expert, and I Think that You Would Be Smart to Use this Product” Please see Figure 12.2 in the Sports Marketing textbook 12-6 Endorsement Applications “I Think Its Cool, So You Should Use It” 12-7 Athletes as Endorsers • Prominent Roles in Society • Recent Concerns Regarding Legal and Moral Transgressions • Longevity Concerns – Injury & Retirement 12-8 Factors Favoring Use of Athletes as Endorsers • More Effective with Sport-Specific Products (i.e. Tiger Woods & Nike Golf) • Recognition Can Help Cut through Clutter • Meaningful Recognition Rates for Association between Athlete and Brand 12-9 Factors Impacting Endorsement Effectiveness • Endorser: – – – – – – – – – Is a High Achiever Has Believability/Credibility Is Known Is Likable/Popular/Admired Is Recognizable Provides Ease of Recall Is Congruent with Target Market Is Physically Attractive (Provides Prospect for) Continuity 12-10 High Achiever • Winners Have Greater Impact on Consumers • Winners Are More Expensive • David Beckham, Michael Jordan, Serena Williams, Tiger Woods 12-11 Believability/Credibility • Trust What They Say - Sincerity • Accept Their Endorsement as Informed • PGA’s Arnold Palmer 12-12 Known • Target Market Familiarity with Endorser • Know the Name Even if the Face Is Not Quickly Placed by Consumer • Athletes Who Compete in Popular Sports • Soccer’s Ronaldo 12-13 Likable/Popular/Admired • Use of Athletes Not in this Category Might Have Negative Impact on Sales & Image • Regional Implications – One Country versus Another; One City versus Another • NHL’s Wayne Gretzky 12-14 Recognizable • Not Only the Name, but also the Face • Athletes in Some Sports Have Advantage – Absence of Protective Equipment – Close Proximity to Fans at Event (and On TV) • NBA’s LeBron James 12-15 Provides Ease of Recall • Recall of the Product by the Consumer • In Retail Store, Consumer Will Remember the Relationship between an Athlete and the Endorsed Product • NASCAR’s Dale Earnhardt Jr. and Budweiser 12-16 Is Congruent with Target Market • Similar Demographic Profile • Similar Lifestyle – Regardless of Demographics • Allen Iverson’s “Street Cred” 12-17 Is Physically Attractive • Consumers Rate Ads Featuring Attractive Endorser Higher • They Also Rate Product Higher • Anna Kournikova 12-18 Continuity Prospects • Like Traditional Sponsorship, Impact is Maximized Over Long Term • Risk Involved for Both Parties • NBA’s Kobe Bryant 12-19 Best Return on Endorsement Investments (Global Perspective) 12-20 Selection Process • Like Traditional Sponsorships, an Endorsement – AKA a Personality Sponsorship – Should Be Evaluated Prior to Making Any Substantial Investment • Reduce the Risk of Making an Inappropriate Selection for the Spokesperson for Your Product 12-21 Selection Process • Set Budget for Personality Sponsorships • Identify Potential Spokespersons that Match the Values Characteristic of the Marketer • Evaluate Each Potential Spokesperson Using an Objective Measurement Tool 12-22 Selection Process – Q Scores • Some Marketers Use Independent Consulting Services such as Q Scores from Marketing Evaluations, Inc. for Information to Aid in this Process • www.qscores.com 12-23 Selection Process – Q Scores • Examples of Recent Q Scores (Typically Range between 0 and 60) – Tiger Woods – Michael Jordan – Sarah Hughes – Barry Bonds – Brandi Chastain 50-55 40-50 31-36 20-30 10-20 12-24 Selection Process – Assessment • Select Relevant Endorser Criteria • Assign Weight to Each Criterion • Assign Rating to Each Criterion Using an Appropriate Rating Scale • Determine Overall Assessment for Each 12-25 Selection Process – Assessment 12-26 Problems with Celebrity Endorsers • The Criminal • The Prima Donna • The Fading Star • The Lightning Rod • The Tongue-Tied 12-27 Other Potential Problems Involving Celebrity Endorsements • • • • • • • • Ambush Marketing Costs Misrepresentation of Use Endorsement Conflicts Conflicts with Sport Regulatory Bodies (Impact on) Amateur Status Unwholesome Nonsports Products Overexposure 12-28 Closing Capsule • Endorsements Represent a Special Case of Sponsorship – Personality Sponsorship • May be Used for Both Sports and Nonsports Products • Emphasis In this Chapter Was on Nonsports Products (Domain-Focused Strategies) 12-29 Closing Capsule • Personalities Employed May be Local, Regional, National, International or Global • May be Athletes, Entertainers, Politicians, Dignitaries, Recognized Personalities • Help Cut through Advertising Clutter • Not Devoid of Risk 12-30