1. GET REAL FORGET THE CELEBS Marketers are using ordinary folks to give their ads a dose of realism

2.  Buick paid Tiger Woods $50 million over 8 years  2008 GM quit Tiger  “Did little to help sell the cars”  Started to employ “real people” in Marketing Campaigns  Only 1 in 10 ads now features a celebrity CELEBRETIES VS. REAL PEOPLE

3.  Coke vs. Pepsi taste test  Dove’s Real beauty campaign  Ford “Drive one” campaign Ford “Drive one” campaign  Red Lobster “Sea food differently”  Febreze Febreze A Few Examples

4.  Growth of 10-15% percent in branded studies that match brands to personalities  2011 study by Ace Metrix of 2,600 TV ads  on average, celebrity ads scored much lower than non- celebrity ads in terms of effectiveness  “Popular culture lets celebrities be transparent—and the more information you have, the less relevant they are”  Celebrities are motivated differently than consumers INTERESTING FACTS

5.  Strategy is important, always deliver the consumer need  Definition of celebrities has become broader with the rise of reality stars  How to build relationships with people  Celebrities vs. ordinary people  Risky with people’s pride interfering  No instant recognition with ordinary people  Less expensive  ‘When you use celebrities, it’s always a little bit risky. But the rewards can be greater than the risks.’ MARKETING DO OR DON’T

6.  Which do you think is more effective marketing, using celebrities or ordinary people?  Can you think of a company/brand that has dramatically increased/decreased their brand or brand image?  Do you feel more related to celebrities or ordinary people when it comes to marketing campaigns/advertising? CLASS DISCUSSION

7.  "Get Real." Adweek – Breaking News in Advertising, Media and Technology. Adweek, 1 May 2012. Web. 20 May 2012.. BIBLIOGRAPHY