Chapter 11
Endorsements
McGraw-Hill/Irwin
Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.
11-1
Celebrity Spokesperson
• Second Special Case of Sponsorship
• Referred to as Personality Sponsorship
• Used in Marketing of:
– Sports Products – Nike & Tiger Woods
– Nonsports Products – Sony & Peyton Manning
11-2
Matching Process
• Celebrity (Personality) Needs to Fit:
– The Target Market
– The Product
– The Brand
11-3
Types of Personalities Used
• Entertainer (Bon Jovi & Duracell Batteries)
• Politician (Bob Dole & Pepsi-Cola)
• Dignitary (Sarah Ferguson & Weight
Watchers)
• Athlete (LeBron James & Bubblicious)
11-4
Endorsement Applications
• “I Use It, So Should You”
• Drop in Figure 11.1 Here
11-5
Endorsement Applications
• “I Am an Expert, and I Think that You
Would Be Smart to Use this Product”
• Drop in Figure 11.2 Here
11-6
Endorsement Applications
• “I Think Its Cool, So You Should Use It”
• Drop in Figure 11.3 Here
11-7
Athletes as Endorsers
• Prominent Roles in Society
• Recent Concerns Regarding Legal and
Moral Transgressions
• Longevity Concerns – Injury & Retirement
11-8
Let’s Sell Some Wheaties
• The Wheaties Brand Has A Long History
of Using An Endorsement Strategy to
Influence the Demand for Its Cereal
www.wheaties.com/history/champions_list.aspx
11-9
Factors Favoring Use
of Athletes as Endorsers
• More Effective with Sport-Specific
Products (i.e. Tiger Woods & Nike Golf)
• Recognition Can Help Cut through Clutter
• Meaningful Recognition Rates for
Association between Athlete and Brand
11-10
Top 10 Athlete Endorsers
in the United States
• Drop in Table 11.1 Here
11-11
Factors Impacting
Endorsement Effectiveness
• Endorser:
–
–
–
–
–
–
–
–
–
Is a High Achiever
Has Believability/Credibility
Is Known
Is Likable/Popular/Admired
Is Recognizable
Provides Ease of Recall
Is Congruent with Target Market
Is Physically Attractive
(Provides Prospect for) Continuity
11-12
High Achiever
• Winners Have Greater Impact on
Consumers
• Winners Are More Expensive
– David Beckham, Michael Jordan, Serena
Williams, Tiger Woods, Lorena Ochoa, Roger
Federer
11-13
Believability/Credibility
• Trust What They Say - Sincerity
• Accept Their Endorsement as Informed
– PGA’s Arnold Palmer
11-14
Known
• Target Market Familiarity with Endorser
• Know the Name Even if the Face Is Not
Quickly Placed by Consumer
• Athletes Who Compete in Popular Sports
– Soccer’s Ronaldinho; Tennis’ Roger Federer
11-15
Likable/Popular/Admired
• Use of Athletes Not in this Category Might
Have Negative Impact on Sales & Image
• Regional Implications – One Country
versus Another; One City versus Another
– NHL’s Wayne Gretzky Has Broad Popularity
– NBA’s Bruce Bowen Has Regional Popularity
11-16
Recognizable
• Not Only the Name, but also the Face
• Athletes in Some Sports Have Advantage
– Absence of Protective Equipment
– Close Proximity to Fans at Event (and On TV)
• NBA’s LeBron James
11-17
Provides Ease of Recall
• Recall of the Product by the Consumer
• In Retail Store, Consumer Will Remember
the Relationship between an Athlete and
the Endorsed Product
• Michael Jordan & Hanes Underwear
11-18
Is Congruent with Target Market
• Similar Demographic Profile
• Similar Lifestyle – Regardless of
Demographics
• Allen Iverson’s “Street Cred”
11-19
Is Physically Attractive
• Consumers Rate Ads Featuring Attractive
Endorser Higher
• They Also Rate Product Higher
• Maria Sharapova
11-20
Continuity Prospects
• Like Traditional Sponsorship, Impact is
Maximized Over Long Term
• Risk Involved for Both Parties
• NBA’s Kobe Bryant
11-21
Selection Process
• Like Traditional Sponsorships, an
Endorsement – AKA a Personality
Sponsorship – Should Be Evaluated Prior
to Making Any Substantial Investment
• Reduce the Risk of Making an
Inappropriate Selection for the
Spokesperson for Your Product
11-22
Selection Process
• Set Budget for Personality Sponsorships
• Identify Potential Spokespersons that
Match the Values Characteristic of the
Marketer
• Evaluate Each Potential Spokesperson
Using an Objective Measurement Tool
11-23
Selection Process – Q Scores
• Some Marketers Use Independent
Consulting Services such as Q Scores
from Marketing Evaluations, Inc. for
Information to Assist in this Process
www.qscores.com
11-24
Selection Process – Q Scores
• Examples of Recent Q Scores (Typically
Range between 0 and 60)
– Tiger Woods
45-52
– Michael Jordan
45-52
– Serena Williams
25-31
– Jennie Finch
25-31
11-25
Selection Process – Assessment
• Select Relevant Endorser Criteria
• Assign Weight to Each Criterion
• Assign Rating to Each Criterion Using an
Appropriate Rating Scale
• Determine Overall Assessment for Each
11-26
Selection Process – Assessment
• Drop in Table 11.3 Here
11-27
Problems with Celebrity Endorsers
• The Criminal
• The Prima Donna
• The Fading Star
• The Lightning Rod
• The Tongue-Tied
11-28
Other Potential Problems Involving
Celebrity Endorsements
•
•
•
•
•
•
•
•
Ambush Marketing
Costs
Misrepresentation of Use
Endorsement Conflicts
Conflicts with Sport Regulatory Bodies
(Impact on) Amateur Status
Unwholesome Nonsports Products
Overexposure
11-29
Closing Capsule
• Endorsements Represent a Special Case
of Sponsorship – Personality Sponsorship
• May be Used for Marketing of Both Sports
and Nonsports Products
• Primary Emphasis in this Chapter Was on
Nonsports Products (Domain-Focused
Strategies)
11-30
Closing Capsule
• Personalities Employed May be Local, Regional,
National, International or Global
• May be Athletes, Entertainers, Politicians,
Dignitaries, Recognized Personalities
• Help Cut through Advertising Clutter
• Not Devoid of Risk
11-31