Marketing IIB (Integrated Marketing Communications) Chpt.12 - Traditional Advertising Media
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University of the Witwatersrand (wits)
Integrated Marketing Communications (BUSE2027)
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Integrated Marketing Communications by ProfessorBurgerQueen
Endorsers and Message Appeals in Advertising
- Celebrity endorsements are a popular way for marketers to promote their brands,
products, and services. By transferring the positive image and characteristics of a
celebrity onto the brand, marketers aim to trigger consumers' intent to purchase or
use the endorsed product or service
Practical Considerations in the Selection of Endorsers
1) Celebrity and Audience Match-up
2) Celebrity and Brand Match-up
3) Celebrity Credibility
4) Celebrity Attractiveness
5) Cost Considerations
6) Working Ease and Difficulty Factor
7) Saturation Factor
8) Trouble Factor
Typical Person Endorsements
- Show regular people using or endorsing products
- Avoid the backlash from using “beautiful people” who may be resented
- Real personal experience of the benefits of the particular brand grants a degree of
credibility
- It is more effective to use multiple people rather than a single individual
- Q-Rating/Q-Score
- Q = (popularity / familiarity) x 100
- Q = number of people who describe the source as“one of their favourites”
number of people who know of the source x
100
Success Factors for Athlete Endorsers
- Attention getters
- Large market exposure needed
- Good rapport with media
- Charisma, honesty
- Someone who is known by everyone – not just in sports
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