Mar 4711 Lecture Notes - Lecture 4: Michelle Wie, Yao Ming, Bob Dole
Document Summary
Endorsement: involves a payment to spokesperson who will recommend and encourage the purchase of marketer"s product. For endorsement to be effective, must be a match between the endorser and marketer. For relationship between marketer and endorser to flourish, must also be a match w; the target market. Celebrity spokesperson: employed to promote the product in more productive manner; used in ways that consumers recognize them and develop an association between him/her and product being endorsed. Use of celebrities in a marketer"s communications strategy can contribute to greater brand recognition and create a positive perception in regard to endorsed. Sports products nike & michelle wie. Non-sports products pepsi-cola & yao ming. Celebrity(personality) needs to fit: the target market, the product, the brand. They seek contracts that generate significant income, and marketers seek athletes who can favorably their own position in terms of perception and revenues.
