S&EM-5

What is an Endorsement?

Endorsements are a form of advertising that uses famous personalities or celebrities who command a high degree of recognition, trust, respect or awareness amongst the people. Such people advertise for a product lending their names or images to promote a product or service, or even raise awareness on environmental or social matters. Advertisers and clients hope such approval, or endorsement by a celebrity, will influence buyers favorably.

Celebrity Endorsements

Athletes and Celebrities are paid MILLIONS of dollars each year to endorse many different kinds of products.  Companies seek musicians, athletes, entertainers, and others with large amounts of followers to endorse their products, with the hopes that their followers will purchase the products because they saw the celebrities using them.

This sort of advertising goes back decades, and is a cornerstone of the advertising world.  Many athletes generate significant income after their "playing days" are over, just from endorsing companies' products.  Let's check out some examples:

MICHAEL JORDAN:

Michael Jordan's career earnings in the NBA totaled $94 Million Dollars.

Michael Jordan's endorsement earnings in 2015 alone totaled $100 Million Dollars.

Advantages of Celebrity Branding

• • Celebrity endorsements can build brand equity. An example of this is Nike, prior to Michael Jordan Nike mostly sponsored tennis and track athletes and decided to expand their market, which increased sales to become a multibillion-dollar company.

  • Celebrity endorsement is used as an advertising strategy, by using celebrity status and image, to promote a brand’s recognition, recall, and differentiation.

  • It helps customers to remember advertisements when seeing a celebrity that has already got a brand of their own, it will bring customers to try or purchase the product.

  • It also helps the brand to stand out over a brand that does not use celebrity branding.

Research Project - Celebrity Endorsement Deals

EXAMPLE: 

Athlete/Entertainer #1:  ROGER FEDERER (Tennis Pro Athlete) 

Total 2016 Endorsement Earnings: $60 Million Dollars

SPECIAL HINT!!! - You will have to do some digging and research on this.  Full details may not be in the very first Google search result.  You may need to scroll and read several articles to find completed details.

You will be given an assignment through Google Classroom that looks a lot like what you see above.  Please follow the directions and complete that assignment.  Turn it into Google Classroom when you are finished.

Homework = Complete your 4 Promotional Designs and your Celebrity Endorsement Research Document.