Download - Liu junjun---Ads & celebrity endorsement
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BY LIU JUNJUNPhoto by: Thomas Edwards
& Celebrity endorsement
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You can see ADVERTISEMENT Everywhere! Everyday!
Photo by Gordon Wrigley
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On TV
During a movie
By your messages and email
Roadside
Facebook & Ins
Photo by Gordon Wrigley
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I opened my pantry and counted 214 food Brand labels
Photo by Karen
I count 51 product labels within eyesight in medicine cabinet
47 other labels just standing in our bathroom while looking around
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Most people are exposed to
around 4,000 to 10,000advertisements each day.
Photo By Matt Squirrel
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And there are also many
ADVERTISING STRATEGIES
Photo by Leo Reynolds
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• The Emotion Sell • The Sexual Sell• Sell Experiences • Fear Ads • Humor • Celebrity endorsement
Especially the “Celebrity endorsement ”Photo by Petras Gagilsa
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Up to 15% of all advertisements that run in
America feature a celebrity endorser.
Photo by DennisM2
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the use of celebrities was at its highest in
Europe with a rate of almost 40% in 2013.
Photo By Magnus Halsnes
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In 2013, the use of celebrities is still the highest in Japan and Korea, where over 40 % of TV ads feature celebrities
Photo by Mike Fleming
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The lowest in Ukraine, Sweden, and Canada, where the proportion is under 5%.
Photo by Karen
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The type of celebrity used varies significantly by region
■ n Asia Pacific, around half of the ads featuring celebrities use film stars. This drops to
12 percent in Latin America.
■ The second most popular type of celebrity is TV presenters, this is 35 percent in
Latin America, but drops to 10 percent in Africa.
Photo by Mroach
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■ And in the U.S the split between local vs. international
celebrities is closer to 50:50 Photo by Tyne & Wear Archievs
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Five Advantages to Using Celebrities in AdvertisingPhoto by: RooDY
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1.Influence Consumer Purchases
“If the product is good enough for her, it's good enough for me.”
Photo by Allan Lorde
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2.Build brand equity
Prior to Michael Jordan, Nike primarily sponsored tennis and track athletes. Nike wanted expand into new markets. The Nike-Jordan partnership has blossomed into its own multibillion dollar subsidiary company, Air JordaPhoto by Bungo77
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3.Help people remember ads.
■ Celebrity endorsements can improve ad recall, according to researchers Jagdish Agrawal and Wagner Kamakura.
Photo by Anders Sandberg
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4. Make people believe the product contributes to superstar status.
Photo by Clive Darra
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5.Stand Out
■ “celebrities may help advertising stand out from the surrounding clutter” ---------Charles Atkin and Martin Block
Photo by Clive Darra
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Citations ■ Images: all photos are from Flicker, author’s names are listed in the order they appear in the
presentation.
■ Ron M (Sept 10, 2015) How Many Ads Do You See in One Day? Retrieved Oct 16, 2016, From http://www.redcrowmarketing.com/2015/09/10/many-ads-see-one-day/
■ Ron M (Sept 10, 2015) How many ads so you see in one day? Retrieved Oct 16, 2016, From http://www.redcrowmarketing.com/2015/09/10/many-ads-see-one-day/
■ Rick S (studio D) What are five advantages to using celebrities in advertising? Retrieved Oct 16, 2016, from http://smallbusiness.chron.com/five-advantages-using-celebrities-advertising-34394.html
■ Goksel s (2014) Celebrity Endorsement: How it works when a celebrity fits the brand and advertisement, retrieve Oct 16, 2016, from http://waset.org/publications/9997953/celebrity-endorsement-how-it-works-when-a-celebrity-fits-the-brand-and-advertisement
■ FrogDog ( Feb 11, 2013) The advantages and disadvantages of celebrity endorsements retrieved Oct 16, 2016, from http://frog-dog.com/the-advantages-and-disadvantages-of-celebrity-endorsements/