Aleece Kopczenski Patti Thrall Leilei Zhang.  90 million a year in advertising  Tiger Woods lost 22 million dollars in endorsements in 2010 Tiger.

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Presentation transcript:

Aleece Kopczenski Patti Thrall Leilei Zhang

 90 million a year in advertising  Tiger Woods lost 22 million dollars in endorsements in 2010 Tiger

 Left the Cavaliers for Miami Heat  LebronJames popularity dropped by 41.5%James

Do celebrity endorsements work?  “Fewer than 12% of ads using celebrities exceeded a 10% lift, and one- fifth of celebrity ads had a negative impact on advertising effectiveness"

Risk Management  “death, disability, and disgrace” clauses  Damage to company’s image  Can take years to repair  Price unknown???

Course Relevance  The process of perception Celebrity achieves a high degree of attention and recall Consumers have biased interpretation based on their own experiences, expectations, and needs.  The self-concept Celebrity promotes consumer’s self-esteem Consumers tend to reach ideal self  Strategy to increase consumer involvement Celebrity endorsement connects consumers to brand: Psychographic connect and demographic connect

Course Relevance  Global consumer culture People united by common devotion to celebrities  Considerations for celebrity endorsement Attractiveness Credibility

References Bloomberg businessweek, Initials. (2010, November 24). Celbrity endorsement hits and misses. Retrieved from images.businessweek.com/ss/08/11/1125_celebrity_endorsements/index.htm CEC Insider, Initials. (2011, January 11). Insurance for your celebrity endorsements. Retrieved from management/view?url=http%3A%2F%2Fcecinsider.exbdblogs.com%2F2011%2F01%2F12%2Finsurance-for-your- celebrity-endorsements%2F Daboll, P. (2011, January 12). Celebrities in advertising are almost always a big waste of money. Retrieved from adage.com/cmostrategy/article?article_id= ESPN. (2010, September 16). Poll: lebron james' popularity drops. Retrieved from nba/news/story?id= Impact of celebrity endorsement on consumer buying behavior and brand building from Social Science Research Network Munzenrieder, K. (2010, September 14). Lebron james is now the sixth most hated athlete in america. Retrieved from Pomerantz, D. (2011, January 13). Don't hire tiger woods or lance armstrong for your ad campaign. Retrieved from ad-campaign/?boxes=Homepagelighttop Wei, W. (2010, July 21). Tiger woods lost $22 million in endorsements in Retrieved from