Selecting the best Celebrity Spokesperson5196138

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(Created page with 'Throughout advertising history, there have been a myriad of celebrity spokespeople pitching everything from cereal to cell phones. I'm sure it is possible to all make a few celeb…')

Current revision as of 16:13, 5 February 2014

Throughout advertising history, there have been a myriad of celebrity spokespeople pitching everything from cereal to cell phones. I'm sure it is possible to all make a few celebrity pitchmen and ladies both past and offer: Bill Cosby for Jello, Joan Cusack for U.S. Cellular, Sam Waterston (of Law and Order fame) for Ameri-trade, and much more recently William Shatner for Priceline one thinks of. Instantly these spokespeople would seem like obvious fits, however for advertisers the choices process is much more complex. Studies claim that celebrity ads garner higher awareness than non-celebrity ads. And while I would not doubt that awareness may increase, it's imperative as marketers that individuals select a representative who are able to carry the emblem message and be a persuadable force in your consumer. That's why I've outlined 3 simple methods for choosing a powerful celebrity endorsement.


What do I mean by "brand personality?" At our firm we define your brand because your unique claim of distinction. Your brand personality then, would be characteristics define which claim. For example, the Volvo name is symbolic of safety, security and confidence. By attributing human characteristics to the brand, we identify key traits to find in the effective spokesperson. Eventually, the aim of any brand name and its communications technique is to guide purchase behavior. This is why the credibility of your given spokesperson plays a vital role in convincing a crowd to choose your particular brand. Your message gets to be more powerful and believable when an endorsement carries some perceived authority. While expertise certainly contributes to credibility with the spokesperson, I think traits like likability, persuasiveness, and physical characteristics also need to be considered while making your selection. One good example you think of is Dennis Hopper for Ameriprise Financial. The "Dreams Don't Retire" campaign covers how Ameriprise is redefining financial planning, and encourages baby-boomers to realize their retirement dreams. As a symbol of the brand new spirit of his generation, Hopper is an ideal choice to address baby-boomers about redefining their financial planning. When selecting a spokesperson, you need to identify somebody that appeals on the demographics of your respective audience. In a recent example, Suddenlink Communications, a national cable, Internet and home phone number service provider, wished to gear their brand messaging towards a younger, more tech-savvy segment of their audience (Adults 18-34). Our firm proposed nationally recognized comedian, Mike Birbiglia, as his or her spokesperson. As a regular on Comedy Central, Birbiglia features a strong following on college comedy circuits and effectively markets his act on the web and social networks like YouTube and Facebook. The campaign was a huge success for Suddenlink. With Birbiglia, their brand message suddenly became tightly related to their target audience, as well as the results proved it. Eventually, pairing the best celebrity endorsement using the right brand can amplify your marketing communications. A fantastic candidate ought to be using the relevance and believability they create and if they'd like to be described as a persuasive force to get the individual to take into consideration acquiring the product or service.