ENTERTAINMENT HOSPITALITY ENDORSEMENTS WHAT IS AN

ENTERTAINMENT & HOSPITALITY ENDORSEMENTS

WHAT IS AN ENDORSEMENT? A person’s public expression of approval/support for a product/service

Some Examples: Nikon Sprite

Some More Examples:

Some More Examples:

What makes an endorsement? ? ? • REAL person that is well known using the product! • Comments are assumed to be “personal opinions”expert statements! • Celebrity uses the product themselves

Who is endorsing this product? http: //www. youtube. com/watch? v=r. SPE Dt. Fj. Y 5 E

New Type of Endorsements Social Media Endorsements

Advantages of Endorsements • Studies show that consumers will buy products endorsed by celebrities more often than products that aren’t endorsed. • Less likely to turn off commercials starring their favorites • Tend to believe celebrities • Fans want to be identified with a winning team/strategy.

Disadvantages of Endorsements • Expensive for the company • Endorser may not agree to endorse ONLY your product! Endorsing several products can cause doubts with consumers about sincerity of the endorser. • Risk of negative publicity if endorser commits a crime or serious social blunder. Ex. (OJ Simpson, Martha Stewart, Tiger Woods)

WHAT DO BUSINESSES LOOK FOR IN ENDORSERS? • Positive, charismatic, trustworthy image; respected by consumers • Celebrity MOST consumers know • Celebrity whose career is in process (rather than retiree unless that is the target market) • Someone who presents few risks • Someone with a believable relationship with the product • http: //www. youtube. com/watch? v= 1 m 3 PGd. As. D 1 c

What characteristics are NOT required to be an endorser? • Speaking ability • Personal appearance • Educational background

What is an agent? • Definition: the legal rep of a celebrity • Responsibilities: - manage celebrity’s career - negotiate contracts & endorsements • Usually they are attorneys or accountants because they need to understand contracts, investments & other legal issues • How do they get paid? -paid % of earnings commission -Talent Agency Act – 10% or less

STUDENT ACTIVITY Students go to K drive Celebrity Endorsement