國家體育中的名人代言

1、標(biāo)題：The State of Celebrity Endorsement in Sport原文：Abstract Sport endorsers were present in 11% of all television advertisements in 1995,receiving more than $1 billion dollars from U.S. companies for their services. Along with several positive advertising campaigns, there have been some less successfu

2、l efforts involving celebrities as spokespersons. The most recent and vivid occurrence is O.J. Simpson and his endorsement with Hertz Rental cars. This article describes the advantages and disadvantages of celebrity-based advertising in sport and examines future directions for this marketing approac

3、h.Approximately 20% of all television commercials feature a famous person from the world of sport, television, movies or musical entertainment. Of the billions of dollars allocated annually for television advertising, approximately 10% is spent on endorsers (Agrawal & Kamakura, 1995). Many compa

4、nies have had considerable success using celebrities as spokespersons, especially athletes. In 1995, U.S. companies paid more than $1 billion to 2000 athletes for endorsement deals (Lane, 1996). Sport endorsers were featured in 11% of all television advertisements that same year (Turner, Bounds, Hau

5、ser, Motsinger, Ozmore, & Smith, 1995). Examples of high profile celebrity endorsers include Sheryl Swopes, Deion Sanders, Michael Jordan and Bo Jackson for Nike, Shaquille O'Neal for Reebok, Tiger Woods for Rolex, and Jimmy Connors for Advil. Along with the positive campaigns, there have be

6、en several less successful marketing campaigns involving celebrities as spokespersons. The most recent and vivid occurrence is O.J. Simpson and his endorsement with Hertz Rental cars. The purpose of this article is to describe the advantages and disadvantages of sport celebrity-based advertising and

7、 to discuss future directions for this marketing approach.Advantages of Celebrity EndorsementsThere are several benefits to having celebrities endorse products or services. Research has indicated that customers are more likely to choose goods and services endorsed by celebrities than those without s

8、uch endorsements (Agrawal & Kamakura, 1995). Marketing Evaluations Inc. has compiled a list of 1,500 U.S.-known celebrities with appealing qualities to consumers. Most of the 1,500 were viewed as familiar and likable (Miciak & Shanklin, 1994).Another advantage to celebrity-based campaigns is

9、 that famous people hold the viewer's attention. In this era of sound-bytes and channel surfing, there is a demand for people's time and focus. For instance, a commercial with the WNBA's Lisa Leslie or NHL's Wayne Gretzky is more likely to keep a television remote control clicker on

10、the channel versus a commercial with a local doctor or dentist. People want to see Andre Agassi and others of such celebrity. The third benefit of using celebrity endorsers is that s/he can provide testimony for a product or service, particularly when the product has contributed to their celebrity.

11、Consumers may be more likely to try a motor oil endorsed by Al Unser, Jr. This relationship can increase a consumer's belief and trust in the product and its benefits. The more familiar an endorser, the more likely consumers are to buy the endorsed product (Miciak & Shanklin, 1994).Disadvant

12、ages of Celebrity EndorsementsThere are some negative consequences to using sport celebrities as endorsers. The first issue concerns the high financial to secure the big name endorsers. Pepsi paid Shaquille O'Neal $25 million to endorse the popular soda product. Tiger Woods received $40 million

13、from Nike to support the company's youth marketing campaign. Although these large companies do not have a problem spending top dollar necessary to acquire famous personalities, most small companies struggle to afford any celebrities, let alone ones that cost $25 or $40 million dollars. It is a b

14、igger risk for the smaller companies to invest large amounts. Their losses are greater if something goes wrong. Nike was not phased by the 1996 case involving Dallas Cowboy wide receiver Michael Irvin, who was caught by police with drugs and prostitutes in local hotel room. Irvin was only a small pi

15、ece of Nike's endorsement scheme. However, there were 13 small Toyota dealerships that suffered tremendously. They had the Cowboys star lined up to do a series of commercials, worth about $500,000. Not only did they lose the money invested in Irvin and the ads, they also had to incur more expens

16、e by finding a replacement for him (Lane, 1996). Another negative aspect is that a company may not be able to get a celebrity to represent their product exclusively. He/she may endorse several products, sometimes switching their endorsements to rival brands. This happens frequently when trying to se

17、cure someone that is well-liked by society and in high demand for product endorsements. As a result, the credibility and trust in the product and the endorser decreases. It also sends a message to the consumer that, "If the endorser won't stick with a brand, why should I?" Auto racing&

18、#39;s Jeff Gordon is an example of one who has multiple endorsement contracts and consequently, is less effective as an endorser.The third and potentially most damaging risk in using high-profile candidates is negative publicity received by an endorser. Some familiar cases include murder charges bro

19、ught against O.J. Simpson, rape charges and a jail sentence against Mike Tyson and drug charges against Michael Irvin. Hertz, Pepsi, Kodak, Nike and Toyota all felt the consequences of the celebrities' actions. When a negative image of the celebrity is portrayed, a tarnished picture is also pain

20、ted for the organization, making it difficult to gain consumer trust to buy the product. Although there is no way to guarantee that detrimental incidents like these won't occur, some situations might be prevented by evaluating the applicant's personal and professional behavior to determine i

21、f they might be prone to negative situations. Once all aspects of celebrity-oriented advertising have been evaluated, a company must choose whether to adopt the strategy. If the decision is made decide to proceed, the foundation of a successful endorser selection rests in four concepts, known by the

22、 acronym FRED. FRED stands for familiarity, relevance, esteem and differentiation, and was the result of a $6 million study interviewing 30,000 people around the world to find out why brands and their advertising efforts succeed and fail (Miciak & Shanklin, 1994).Familiarity is the first essenti

23、al component of an effective endorser. The target market must be aware of the celebrity, and perceive the person as friendly and likable, and trustworthy.Recognition by the intended audience is more important than being known worldwide. The next component of FRED is relevance. There should be some l

24、ink between the promoter and the product, as well as between the promoter and the audience. An example outside the world of sport effectively illustrates this point. It was embarrassing for the beef industry when television star and spokesperson, Cybill Shepherd said she did not eat meat. Also, it&#

25、39;s important for the audience to identify with the celebrity. For instance, young African-American boys can relate to Shaquille O'Neal and senior citizens feel a tie to Arnold Palmer. If consumers can associate with the endorser, they will feel more comfortable accepting and buying the product

26、 or service. Player free agency and frequent trades in Major League Baseball have also negatively influenced the nature of celebrity endorsers for the sport. The third FRED principle deals with esteem. Consumers must have the utmost respect for the celebrity in order for the commercial or promotion

27、to be credible. Those viewed by society as prestigious include sport figures Peggy Fleming, Don Shula, Tom Landry, and Julius Erving. The public has great respect for them, in part, because of their distinguished careers but also because they endorse relatively few products. Further, the products th

28、ey do agree to endorse are of the highest industry standards, adding to the their respect and credibility among consumers.Differentiation is the final component of FRED. The public must see the endorser as different from all the rest. If there is no perceived disparity among celebrities, then the st

29、rategy is not worthwhile. Michael Jordan is an example of a celebrity that stands apart from the normal athlete, one of the contributing factors to his success as an endorser. These FRED principles are not guarantees to success, but can serve as guidelines when selecting a spokesperson. Each organiz

30、ation and its objectives are different, and should be evaluated on an individual basis.Future DirectionsSport is an integral part of our society, and many advertisers have found that sport stars can effectively differentiate their products from others. In general, the success of sport celebrity endo

31、rsement is due to the growing interest in sport. In the last 20 years, there have been significant increases in the number of children playing sport, as well as in the dollars invested in televising and sponsoring sport. While there are several risks involved in using celebrity endorsers the continu

32、ed practice in advertising signals that corporations believe the risks are worth taking. For some businesses however, the way in which they are using the celebrities has changed over time. As example, Nike, Reebok and Sprint are re-evaluating their campaign techniques by promoting endorsers at the g

33、rassroots level. Instead of using only top national athletes in advertisements, local and regional athletes are used as endorsers to give products more relevance to the average consumer. Since there is usually fan loyalty to hometown teams, marketing local professional sports personalities can be ap

34、pealing in some markets (Miciak & Shanklin, 1994).Avia and Hertz have stopped using athletes in their advertising campaigns. Avia is targeting their advertising primarily toward women. They have de-emphasized athletics by having one commercial staged in a grocery store. Hertz has also elected no

35、t to use professional athletes,but their action came as a result of the O.J. Simpson embarrassment. These companies appear to be in the minority with respect to their decisions to discontinue using sport endorsers出處：Amy Dyson and Douglas Turco (Illinois State University) cyber journal of sport marke

36、ting標(biāo)題：國家體育中的名人代言譯文：摘要 1995年，體育代言人所代言的廣告占所有廣告的11%，僅僅在美國創(chuàng)造了10億美元的價值。隨著一系列的廣告的積極宣傳活動，也出現(xiàn)了一些涉及到名人代言的不成功的活動。最近，最明顯的例子就是O.J.辛普森和他的代言活動。 文章中介紹了以名人為根底代言體育廣告優(yōu)缺點，并探討這種營銷方式的未來方向。 大約20%的廣告代言，是從是體育，電視，電影或音樂娛樂界的知名人。以美元為單位計價，每年花在電視廣告中的費用有10億，而其中有10%是支付在代言人的代言費用之上(Agrawal & Kamakura, 1995)。許多公司都使用了相當(dāng)?shù)某晒γ俗鳛榇匀?/p>

37、，特別是運發(fā)動。從1995到2000年，美國公司支付了10億美元給聘請的運發(fā)動當(dāng)做代言費用(Lane, 1996)。同年，運發(fā)動代言人的代言費用占據(jù)了所有電視廣告費用的11% (Turner, Bounds, Hauser, Motsinger, Ozmore, & Smith, 1995)。高檔的運動明星代言人的例子包括Sheryl Swopes，Deion桑德斯，喬丹和杰克遜代言的耐克，奧尼爾代言的銳步，伍茲代言的勞力士，和康納斯代言的布洛芬。隨著廣告行業(yè)的不斷開展，也有過幾次不太成功的涉及的名人作為代言人的營銷活動。最明顯的例子是發(fā)生在O.J.辛普森和他代言的赫茲租車。本文的目的

38、是描述名人代言的的優(yōu)點和缺點，并討論未來的開展方向這一營銷方式。名人代言的優(yōu)勢 明星代言產(chǎn)品和效勞有幾個很明顯的好處。研究說明，相對與沒有明星代言的產(chǎn)品，消費者更傾向去選擇那些有明星代言的產(chǎn)品(Agrawal & Kamakura, 1995)。而且市場評估公司選取了1500名對消費者有吸引力的高素質(zhì)的代言人，這1500個都是非常著名有親和力的代言人 (Miciak & Shanklin, 1994)。 另一個基于名人代言競爭策略的優(yōu)勢是名人更容易吸引消費者的注意力，在這樣一個以聲音和沖浪通道為根底的信息時代，人們的閑暇時間和注意力會產(chǎn)生一種消費需求。例如，當(dāng)人們在看電視的時候

39、，人們更愿意用電視遙控器把節(jié)目換到WNBA的麗莎萊斯利和NHL的韋恩格雷茨基代言的廣告而不是一個當(dāng)?shù)氐尼t(yī)生或牙醫(yī)代言的廣告。人們愿意看到安德烈阿加西以及這一類的名人。利用名人代言人的第三個好處是她/他能夠提供一種產(chǎn)品或效勞的有力證明，特別是當(dāng)這種產(chǎn)品產(chǎn)生的正面影響對該名人有良好奉獻時。消費者更愿意選擇去嘗試由Al安瑟代言的機油。這種關(guān)系可以提高消費者的信念，和對產(chǎn)品的信任，代言人越有名，其對消費者購置其產(chǎn)品的影響力越大。(Miciak & Shanklin, 1994).名人代言的缺點 利用體育明星作為明星代言人還有很多缺點，第一個是設(shè)計金融方面，企業(yè)需要高昂的本錢來維持明星代言費用，

40、百事可樂支付奧尼爾2500萬美元用來代言汽水產(chǎn)品。老虎伍茲從耐克得到4000萬美元，以支持該公司的青年營銷活動。盡管一些大公司不用擔(dān)憂支付高昂的費用來維持明星代言活動，但是大多數(shù)小公司一般支付不起高昂的費用來請明星代言產(chǎn)品，更不用說像奧尼爾2500美元和老虎伍茲的4000萬美元的費用。這些對于小公司來說都是一個較大的投資。如果出現(xiàn)錯誤，他們的損失會更大。在1996年發(fā)生的一起案件中，涉及邁克爾歐文其為耐克做代言，但是在當(dāng)?shù)鼐频甑姆块g里被警察抓住，耐克沒有為這起案件支付賠償費用。然而，有13豐田小型經(jīng)銷店，去蒙受巨大的損失。他們找牛仔明星隊為其做了系列廣告，價值約50萬美元，他們不僅失去了代言人

41、和廣告費用，并且還要承當(dāng)高額費用來尋找一個替代代言人。(Lane, 1996). 另一個不利的因素就是，公司聘請的代言人可能代言了不止一種產(chǎn)品。他們有可能代言幾種產(chǎn)品，有時候甚至代言企業(yè)競爭對手的產(chǎn)品。這種情況經(jīng)常發(fā)生，因為人們都是喜歡選擇那些有知名代言人代言的有良好的品質(zhì)的產(chǎn)品。最終導(dǎo)致人們對代言人的信譽以及產(chǎn)品變得不信任。同時，這也將一個信息傳遞給消費者“為什么要選擇名人代言的品牌。賽車手杰夫戈登就是一個例子，他當(dāng)時代言了很多產(chǎn)品，消費者最后認(rèn)為他的代言不是可信的。 在利用名人代言的第三的不利之處就是名人本身的負(fù)面消息。這其中一些熟悉的案例包括因殺人罪被捕的辛普森，因強奸罪和毒品被指控的泰森，以及邁克爾歐文監(jiān)禁。赫茲，百事可樂，