What are the risks of celebrity endorsements?
| Answer: The following is a summary of a MarketingProfs article by Robert L. Kulik that you can read in its entirety here Newsworthy scandals occur so often the public may find themselves almost jaded to them. It's serious business to advertisers, however, who invest millions of dollars on the squeaky-clean reputations of stars in the spotlight. Just ask Hertz, which was connected to controversial O.J. Simpson. Or Campbell's Soup, who sponsored Nancy Kerrigan when she fell victim to the shameless attack instigated by Tonya Harding. More recently, Mariah Carey was admitted to the hospital with a so-called "nervous breakdown", and Nicole Kidman and Tom Cruise went their separate ways in a scandal that vilified Cruise and made Kidman look like a pious saint. Over the years, celebrity endorsers have been involved in many different kinds of scandals, including illegal drug use (tennis player Jennifer Capriati), shoplifting (actress Winona Ryder), steroid use (Canadian sprinter Ben Johnson), posing in the nude (former Miss America Vanessa Williams), or being stabbed (tennis player Monica Seles). For celebrities that are blameworthy for scandals, the credo is "lie low" and wait until the scandal disappears from the news before quietly firing the celebrity (typically, the company doesn't renew the endorser's contract). For companies sponsoring a highly blameworthy celebrity, stronger action is often warranted. In these cases the company often makes a public statement that distances the company from the endorser. For endorsers that are not culpable for their scandal (for example, Mariah Carey or Nicole Kidman), the company may even come out with a statement of support for their spokesperson, in effect strengthening the bond between celebrity and company. In short, the link between product endorser and company is a tenuous one which must be managed with diligence by a company that chooses to associate itself with a fundamentally imperfect human being. Read the whole article at https://www.marketingprofs.com/2/Kulik1.asp and also browse our web site for other related issues. |
More resources related to Advertising
-
Traditional ads such as billboards, television ads, and radio spots may have fallen out of favor more during the pandemic, when businesses were accelerating digital methods. But do traditional ads still have value? This article explores the differences.
-
Mad Men-style advertising, based on interrupting entertainment or news, is still with us—but most marketers recognize that it's unsteady on its feet. The reality is that people are tired of being "targeted" with ads and so are inclined to take evasive action. It's time to dust off the tried-and-true customer testimonial, and turbo-charge it for your website with video storytelling.
-
Back in the day, times seemed simpler. Advertising, ad expert Rebecca Bugger and host George B. Thomas conclude, is continually changing, and you should always be testing your methods to see what works and what doesn't. Watch and listen to discover how advertising works today.
-
Marketers can't be blamed for being overwhelmed by the seemingly endless choices that digital advertising offers. But do you have to embrace every option and every channel? There's a better way.
-
Videos, interactive gaming, choose-your-own-adventure product tours... there's so much complexity in digital marketing right now that nobody could be blamed for yearning to rely on a plain old billboard. But is such a thing still effective?
-
Do you know where you need to be advertising? Many marketers default to digital, but is that where your audience is? Other advertising methods can be paired with digital for the best strategy, according to Rebecca Bugger.
-
What's missing in any discussion of advertising's future is a deeper analysis of the forces at work.
-
In his new book, According to Kotler, Phil Kotler gives a summary of the key principles of marketing and how they relate to current events such as corporate accounting scandals, outsourcing, globalization, warehouse shopping and online marketing. Here is an excerpt of it, based on the thousands of questions Kotler has been asked over the years by clients, students, business audiences, and journalists. Get the full story.
-
Many people take the same commute route every day. Placing a digital or interactive ad in a strategic public transit location can result in countless impressions and improved ROI.
-
Co-op advertising involves manufacturers and brands providing advertising dollars to their channel partners, such as retailers and dealers, that sell their products. Learn why the method is a win-win.
-
Advertising on LinkedIn requires a strategic approach that goes beyond mere ad placement. To truly excel, advertisers need to understand the ins and outs of the platform and its best-practices.
-
Digital advertising is booming, but it's best not to invest in every single channel at once. An ad tech expert shares some wisdom.
-
Personalized targeting has worked for banner advertisers for years. However, it was never feasible for OTT—until now. Here's why your OTT ad strategy needs work.
-
Explore the impact of Google's AI Overview on SEO and more broadly on marketing and advertising. Learn more.
-
See how generative AI is reshaping the advertising creative process, from data analysis to real-time optimization. Learn more.
-
Discover how AI is transforming ad optimization, creative strategies, and audience targeting to deliver impactful advertising results. Find out more.
-
Contact-level advertising enables precise targeting of decision-makers, improving engagement and measurable impact in enterprise B2B marketing. See how it can solve your challenges. Read more.
-
Five Ways Digital Advertising Fraud Is Costing You: How To Take Control of Your Media Spend
Sponsored ArticleDigital advertising fraud causes companies to lose billions of dollars in media spend. But how? Here are five common fraud tactics to watch out for.
-
Consumer ads have ruled CTV, but with the ever-decreasing gap between home and work life, that doesn't have to be the case. Here's how B2B advertisers can use digital attribution to take advantage of CTV.
-
Brand response and increasing the bottom line no longer have to be mutually exclusive. Brand response advertising combines the best of both worlds. Here's how.
