Ten Misunderstandings Of Celebrity Endorsement

　　 Myth 1: Sexy advertisements are loved by everyone.

The index report found that the audience's acceptance of sexy TV ads was low.

　　 Misunderstanding two: Star status It needs to be widely advertised with subtitles.

Researchers believe that when stars Spokesman When playing a situation role in TV advertising situation, it is indicated that the appearance of the star's real identity subtitle will interrupt the audience's "entering the play" state of the advertising situation.

　　 Myth three: the higher the social status of the audience, the more they like the industry elite as advertising spokesperson.

According to the index report, the core audiences who like the industry elite spokesperson are blue collar and unemployed people whose education level is low, their income is low, and they were born in the 40s to 60s of last century.

　　 Myth four: celebrity advertising is to highlight the star's symbolic characteristics.

The index report points out that the influence index of the Advertising Spokesperson's role is only inferior to the influence factor of the Advertising Spokesperson's own factor, which is higher than that of the spokesperson's TV advertising influence index.

　　 Myth five: fame will definitely create an idol effect.

According to the survey, 638 of the 2254 respondents said they did not have the most famous people in mind, accounting for nearly 30% of the total number of respondents.

　　 Myth six: advertising star spokesperson is to please everyone.

Audiences with high acceptability to celebrity endorsers and TV ads are higher educated, younger students, managers and white-collar workers.

　　 Misunderstanding seven: choose the celebrity spokesperson to "get together"

The survey showed that only 40.5% of the total respondents were "accepting" stars who acted as spokesmen for multiple brands.

　　 Myth eight: as long as a star is bound to play a variety of advertising roles.

The report found that the audience had a high degree of concern about the match between the spokesperson himself and his role and endorsement brand personality. Harmony can only have aesthetic feeling.

　　 Myth nine: stars are most important in celebrity advertisements, and other performance factors are not important.

The survey shows that the audience's attention to plot design, picture and image, color collocation and music is higher than that of celebrity endorser.

　　 Myth ten: famous and beautiful stars can speak for any product brand.

The favorite endorser of the audience is different from the product category.