MarketingProfs' Members Register for B2B Forum 2010 for just $695! (good until 11/30) »

Ask your question ... sign up today! It's FREE!
Advertising/PR     
 
This question has been closed, and points have been awarded.
Advertising To Different Age Groups Help Pls
Posted By: Cleo.thompson on 5/31/2005 6:25 AM (CST) 125 Points
how do marketers use celebritiy endorsement to target different age groups in advertsing. I am in the process of finalising this piece of work, so would appreciate any last minutes alternatives to what i have done so far...any examples, links or info would help. THANK YOU

Posted by: david.glover Accepted Answer
5/31/2005 8:53 AM (CST)
Easy. Use celebrities that appeal to different age groups. Something like Hilary Duff to 10-14yr females; Christina Aguilera to 14-18yrs...Barbra Streisand to 50-80yr old.

C'mon Cleo, you knew that...or you could have worked it out...couldn't you?
 
Posted by: Papadoc (Steve)* Accepted Answer
5/31/2005 11:35 AM (CST)
Celebrity endorsements can be a bit tricky. Not only do you need someone who your target identifies with, they have to have the right message and deliver it in a way that is believable and appealing. Michael Jordan was a hot endorsement, but few people actually thought that a top athlete like him was the Big Mac fan that he portrayed on the McD commericals. There's popular thought that while McD went unscathed, Jordan lost much of his "honest" appeal because of all that.

Probably the hardest factor to guage is which direction the celebrity is going. Sometimes this isn't all that apparent. While you can pick up an endorsement when the person is hot, their flame is buring out by the time the endorsement goes live. It's great to catch a rising star because they are still a bit cheaper and they haven't peaked. But where's top and when does the slide begin? It doesn't always coincide with where their career is at. Tiger Woods is probably as good as ever, and while still popluar, Tiger-mania has pretty much fallen off.

Then there are the surprises. For some time now, celebrity endorsement contracts contain clauses dealing with moral turpitude, staying out of legal trouble, avoiding controversy, and a wide assortment of other behaviors. If you are bringing on a celebrity spokesperson to project a wholesome family image, the last thing you want to find out is that this person was just arrested for spouse abuse, DUI, drug possession, illegal gambling, or about 1000 other things you can think of.

The penalties for breaking these clauses are huge, as their image can transfer to the product if it's bad, just well as when it was good. I cannot imagine that Kobe Bryant's endorsements are what they used to be and probably flat-lined for about year or two. Imagine having him on a deal to endorse your line of engagement jewelry, and then waking up to the news after the Denver game.
 
Posted by: mgoodman Accepted Answer
5/31/2005 7:02 PM (CST)
Many marketers who use celebrity endorsements rely on Q-Scores. (www.qscores.com) Check out their website and you'll have plenty of input.
 
Posted by: CJ* Accepted Answer
6/1/2005 1:10 AM (CST)
Every age group has a role model. and it keeps on changing from time to time. A cricketer, a football player, an actor, a model, a successful businessman, a politician, any achiever, etc. Depending upon the product/service line, and the target age group, and the desired action, appropriate celebrity can be used.

 
Posted by: POP Boss* Accepted Answer
6/1/2005 4:24 AM (CST)
Seems like a duplicate question to me. Cleo, you posted that one here and http://www.marketingprofs.com/ea/qst_question.asp?qstID=7700 where the answer seems more detailed.
 
Posted by: aldona4 Accepted Answer
6/1/2005 7:02 AM (CST)
cleo...another element to think about is the increased exposure of the younger age groups to celebreties and the sort of culture they are associated with e.g. in the UK the Urban flava celebreties may have a more credible influence on teenagers who belong to that fashion zone...e.g. Beyonce....
think of the bad celebrity publicity and how that is perceived from different age groups...some groups might have an adverse perception to celebrity negative publicity?
 
Posted by: Sanjeev Kumar Vyas Accepted Answer
6/3/2005 5:00 AM (CST)
Some months back there was a article on a Indian Business Magazine on celebritiy endorsement topic. Though the article was based on Indian Market it is very much relevent for the celebritiy endorsement all over the globe.

A similar question was also asked on this forum too so you could search the previously asked questions here and get some good links and advices that were given then.

Marketers should be careful in choosing the celebritiy for endorsement of their product. A celebrity should not be choosen just because s/he is famous but should be choosen only if the share the common values with the brand. The celebrity should be able to appeal to the target market. Like when Britney spears was used by Toyota as brand ambassador for Vios it was a mismatch (according to an article I read) cause Britney appealed to a young crowd but the car was good fit for a family person. So there are many things that need to be taken care of.
Hope that helps.
 
Posted by: Mushfique Manzoor Accepted Answer
6/5/2005 1:22 AM (CST)
hi cleo

when a CE is to be used, IMHO, the following factors to be considered before diving into really doing it......

1. the target audience/target segment of consumers and their dreams and aspirations,
2. the lifestyle of the target audience and the lifestyle of the CE and whether it match, in terms of lifestyle aspirations and potrayal.
3. the values of the target audience matching with the brand values
4. the brand values the Celebrity will endores, matching with the reputation as well as values of the celebrity. i.e. you would not probably use Micheal Jackson as a CE for a Child Support/Care brand or program.
5. the credibility, trustworthiness, expertise and likability of the CE to the target audience. like Sanjeev mentioned the Britney Spear, Toyota fiasco.
6. also to think, is the association of the CE him/herself with the type of product/service s/he is endorsing in the first place. if you ask Tiger Woods to endorse a Kitchen appliance, it may backfire as ppl associate him with golf and thats he is known for.
7. Whether the Celebrity transfers/transforms his/her personality traits into the brand, so that the brand can benefit from it. James Bond endorsing Omega watch, 007 is actually transferring his Licensed to Kill attitude to the watch, and consumer wearing a Omega will think/feel like Bond in a subtle way, at the back of his mind.
8. lastly, remember the CE should create a Larger-than-Life impression on the consumers mind for the brand (at the same time do ensure that the brand/product is really A+ good).

btw, check the following links i got from google.

this one is all about CE theoratically
http://www.cuyamaca.net/bruce.thompson/Fallacies/celebrityendorsement.asp

CE researched by Massey University
http://masseynews.massey.ac.nz/2003/masseynews/nov/nov03/stories/05-19-03.h...

Companies ditching CE
http://advertising.about.com/cs/advertising/a/endorsements.htm

tips to have a good CE
http://www.entrepreneur.com/article/0,4621,288995,00.html

hope all this helps. i would love a look at your report/work once its completed. i would really appreciate if you pls send me a copy at mushfique26@yahoo.com

cheers!!
 
Posted by: Mushfique Manzoor Member Response
6/5/2005 5:37 AM (CST)
you will get your answer here:

http://www.marketingprofs.com/ea/qst_question.asp?qstID=7700#50624
 
Posted by: jringer Accepted Answer
6/9/2005 6:50 PM (CST)
Here’s a clip from Entrepreneur.com:

"Endorsements can be a great benefit to any small business, but they're especially beneficial to start-ups. "When you get a celebrity to endorse your company or sign a licensing agreement, you benefit from customers' awareness of the property, [which] could include the perception of quality, educational value or a certain image."

The rest of the article is here:
http://www.entrepreneur.com/article/0,4621,288995,00.html

Hope this helps.
 
Posted by: carrie77 Moderator Response
6/15/2005 11:47 AM (CST)
Hello all. I am closing this question since it's more than 2 weeks old. We do this to reward the contributions of participants in a timely manner + to give increased visibility to the newer questions.

Thanks for participating!
Carrie (Production Editor)
 


Get more answers ... ReTweet this!

Would you like to post a response?
Welcome to Know-How Exchange!
This is a collaborative community. We welcome everyone's participation.
All you need to do is login. Enter your account info in the box above (top right).
Not a member? Not a problem. Register here (it's FREE and EASY).




Know-How Exchange powered by MarketingProfs


Sponsored Links

Buy a Link Now

Just Released ... Download Today!
Just Released ... Download Today!
Look inside
Included with Premium Membership
User Name:
Password:
Remember Me
Forgot your password?

Top 25 KHE Experts
(Advertising/PR)
Jay Hamilton-Roth (43473)
W.M.M.A. (31505)
mgoodman (25971)
CarolBlaha (19996)
michael (17966)
thinkmor (11658)
PhilGrisolia=Results (11575)
darcy.moen (10787)
stevea (10362)
NuCoPro (9474)
Peter (henna gaijin) (9467)
telemoxie (8723)
mbarber (8199)
Mushfique Manzoor (7932)
Puru Gupta (6790)
SteveByrneBranding (6482)
Gary Bloomer (6295)
SRyan ;] (5966)
shghosh (5797)
Deremiah *CPE (5479)
Pepper Blue (5368)
ASVP/ChrisB (5176)
Tracey (5120)
Mikee (4878)
amandavega (4775)
Recently Posted Marketing Jobs
Director of Marketing and Communications
Demand Generation Manager
Marketing/Advertising Faculty
Director of Marketing
Market Analyst
Sr. Field Marketing Manager - Business Intell.
Associate Vice President of Marketing and Corporat
Marketing Manager
[more jobs]

Join over 355,000 members ... SIGN UP!

My email address is and I'd like my password to be .

Already a member? Sign In!

My email address is , and my password is .


HACKER SAFE certified sites prevent over 99.9% of hacker crime.