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The role of celebrity endorsers in advertising
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Endorsements are a manifestation of promoting that uses well known identities or big names who summon a high level of recognition, trust, and appreciation or mindfulness among the people. Such individuals promote for an item loaning their names or pictures to advertise an item or organization. Sponsors and customers trust such support, or underwriting by a celebrity, will impact purchasers positively. There are many risks in using celebrity endorsements but group research for Nike has proven that the rewards outweigh the risks. This type of advertising connects more with the people that the company is selling to. Ordinary people won’t have much of an impact on a product. Celebrities are famous and people admire them. These ads will work well for aspiration of a brand. Therefore the more famous the endorser, the more expensive the product will be. Nike has many celebrity endorsements. The American sports brand is the biggest in the world with a total worth of about 49 billion. Here are the top 11 celebrity endorsement deals that Nike has made over the years. 1. Michae...
Celebrity endorsements can make or break a product and even a company. Especially in today’s world many teens will buy a product just predominantly based on who endorses it. For example, Beyoncé promotes both Pepsi and H&M. She is a great representative for both because she is a really big celebrity and she is very well known. She also has a lot of influence. Young girls would love to dress like her and with H&M endorsing her they get that demographic. Pepsi made a good choice because she, like the previous celebrities they endorsement deals with, is a very public figure with a very big name. Many teens and young ...
The infamous Nike advertisements that are displayed daily all seem to have one thing in common: those wearing the Nike brand are for the most part celebrity athletes. Sue Jouzi, in her excerpt, argues that celebrity endorsed products are unethical and should be boycotted in order to obtain guidelines for how companies advertise to consumers. The author supports her assertion by first explaining how in a few instances, where celebrities have made false statements to promote products. She continues by giving another example of how as a consumer, she personally would not,”buy the newest SUV because an attractive talk-show host gets paid to pretend he drives one,”(Jozui).. The author’s purpose is to convince consumers to boycott the product in order to obtain guidelines and rules set up to prevent the unethical advertising in order to protect themselves from being misled. The author establishes an authoritative tone in order to convince consumers to take a stance. Jozui is ignorant to believe that companies will restrict or allow restrictions on how they advertise their products when there are numerous laws in
During the commercial many different athletes are displayed, each in their given sport. This pertains to ethos, building credibility to Nike because of these great athletes wearing their sports gear. Some athletes such as Mike Trout, Garrett Richards, Anthony Davis, Andrew Luck, and many more. Having these athletes in their commercials builds up their reputation as well as help sell their clothes due to admiration of these athletes. Nike is the biggest competitor in the athletic apparel market, with 28 billion dollars in annual sales.
Has there ever been a sporting event without some sort of logo, sign, or advertisement? These are all forms of sports marketing and they are the publicity that many companies thrive off of. Sports marketing is a necessary and booming industry that has evolved in the past years. In the article, “Overview of Careers in Sports Marketing,” the author discusses the skills and experience needed for beginners and those looking for low-key entry level sports marketing jobs. Along with the typical list of necessary attributes, if an individual wants to hold a specific more serious position in sports marketing the author of the article “Career and Professional Development: Sports Marketing” explains some of these positions and companies. Mihai Alexandru provides information on how to actually plan and organize specific marketing elements like commercials, advertisements, etc. in his article, “The Strategic Sports Marketing Planning Process”. No matter what, if a person wants to become more in the sports marketing industry they can climb their way up to work with highly successful companies and individuals. Jordan Powell’s article, “From Team Sports to Moto: Matt Piva’s Journey Into The Industry”, introduces a kid named Matt Piva who followed his dream to become the Motocross Marketing Manager and everything he does while sports marketing for individual athletes and events. Red Bull is another company that someone can work for in order to have a job in the sports marketing industry. Red Bull has been highly successful due to the endless list of events and teams they own and athletes they endorse according to Chris Conway in the article, “A Sports Marketing Success Story.” Sports marketing has many different levels; the out-dated and inexperi...
I have choosen to use th XFL as a marketing vehicle for my energy/supplement bar. The XFL has been able to position itself as a fast paced hardcore football league. The nature of the leage would compliment the nature of my product in that people will assosiate my product with the action on the field. The league is focusing on a younger active audience and that is the same target market that I am looking to reach with my product. The high awareness and anticipation for the league makes this an ideal time for my product to be introduced to the market.
When I learned that I had to write this research paper, instead of procrastinating, I convinced myself to JUST DO IT. This phrase also happens to be one of the signature phrases of the leading athletic apparel company, Nike. The JUST DO IT campaign has been very successful for Nike, but it is not he sole reason for their success. Nike’s campaign has definitely persuaded me to go out and buy a few Nike products. So what exactly does Nike’s persuasive campaign consist of? This paper will discuss all aspects of Nike’s persuasive campaign. Some of the campaign’s strategies, goals, and techniques will be revealed. Some persuasive theories that can be applied to the Nike advertising campaign will be identified and explained. After discussing these theories, the specific arguments of the campaign will be validated. Overall, the entire campaign will be analyzed and it will be determined whether the campaign is a success or a failure.
Athletes are a big part of the business community. The media exposure athletes receives cause them to be perceived more as celebrities. It causes them to have a greater impact in the marketing and selling of products. For instance, the tremendous amount of media coverage that Michael Jordan received gave him a prominent role in the business world. Athletic companies and various kinds of businesses wanted him to endorse their products. Now, because of his Nike endorsement, the athletic apparel and shoe industries are a big part of the American economy. Through endorsements companies now look upon athletes to strengthen their products. In most cases, this method is usually successful. This gives an overall boost to the economy, hence fortifying athletes’ significance.
A decade worth of athletes has had the chance to eclipse Michael Jordan in the minds of the consumer. Yet even out of the spotlight Jordan remains the sports personality with the greatest endorsement chops in the U.S.”( Badenhausen).
But what makes people buy the name brand Nike? They have great advertisement. I love to watch Nike commercials; they appeal to me as an athlete. The commercials show the inner fight in people, breaking records, becoming a stronger person, being the best you, and being the best athlete; you can be overcoming anything. I find their advertisement to be very inspiring and motivational. The Nike slogan ‘Just Do It’ plastered on so many products inspire others to get out and ‘Just Do It,' no hesitation. Nike tries to appeal to you to buy their products by placing their apparel on professional athletic. Everyone knows Lebron James he has many young athletes that look up to him and want to be just like him. What do they see Lebron James wearing? Nike apparel, for the kids that want to be just like him, they want what he has. So they want the Nike look. For me personally, I see Nike products and logos at just about all sporting events, which is a great strategy for the business.
Motocross is one of youngest sports in the world. While being one of the youngest, it is also one of the pioneering action sports and has seen major growth over the last half century. The sport has the most comprehensive coverage on broadcast networks like NBC, Fox Sports and CBS Sports that it has ever experienced. One of the biggest events of the year is the “Motocross of Nations” or “MXon”, consisting of teams from roughly 40 countries. MXoN is sanctioned is sanctioned by FIM and promoted by Youthstream, both motocross affiliated companies headquartered in Europe. The race is usually held in Europe, other than being hosted in the United States three times in 1987, 2007 and 2010. Due to the growth in popularity for the sport, companies are seeking to sponsor riders and teams while promoters are looking to sponsor series and events that bring in millions of dollars in TV and events. There are many other growing sports that have taken the sports marketing world for a loop such as lacrosse, Nascar, and surf. Sports marketing plays a huge part in all of these sports. Behind all of the money, advertisements, and endorsements there are hard working people that have love and desire for what they do. These people are sports marketers. An article titled “Career and Professional Development: Sports Marketing” briefly explains what a sports marketer is, what they do, and how they can vary in the field. For example, necessary characteristics and skills include communication, organization, self-confidence, and interpersonal.The article “Overview of Careers in Sports Marketing” identifies qualities and skills of a sports marketer including an innovative mind and a competitive mindset. The online PDF “The Strategic Sport Marketing Planning Pr...
Nike is a multinational company that is occupied in the design, development, and manufacturing of worldwide and sales of footwear, apparel, accessories and service. Nike was originally founded as Blue Ribbon Sports in May 30, 1971 The name was converted over to Nike by Bill Bowerman and Phil Knight. This is a brand that has been around for a very long time. As the years progress, Nike has expanded their business in other countries. Nike has 858 retail store locations worldwide. With most of those locations being in other countries, Nike had to develop a way to advertise to different countries in other languages. If they never took the time to analyze how to reach the different audience, they would have missed out on new consumers and profit.
During my C104 class, we had to research on Macy’s case to provide marketing strategy to promote their backstages. As an active member of my team, I recommend to apply celebrity endorsement to help Macy’s backstages gain more attention and market share. My idea was greatly appraised by our professor.
Nike recruits brand ambassadors from different parts of the world who top in athletes and who are having a good following in the public, which helps them to reach the audience that influences them to purchase the Nike sportswear. (MichaelSam85, 2011)
The main purpose of advertising is to sell a product or service to the consumer market. Advertising uses many different types of appeal and a number of media to achieve a variety of goals. Advertising is the most effective means to get the word out about products, services, events, charities, and just about anything else that one can think of. Where would sports be today without advertising? Advertising in sports has helped the sports world grow into one of the most profitable industries in the world.
Endorsement is a form of advertising of a certain product or service where famous personalities or celebrities who gain a high recognition among the people are being used to promote the product or service. The images of these endorsers are the influence that will make the customers to buy.