明星营销效应（Star Marketing Effect）.docVIP

明星营销效应（Star Marketing Effect） Celebrity endorsements are based more on intuition than on real scientific data. For marketers who focus on improving the return on investment, its still a bit of a black box, keeping it mysterious. How much is Michael Jordan worth? What about Reba Mcite? Its not asking how much personal property they have, but how valuable these names and faces are to your brand. In this age of marketing responsibility, people expect a higher return on every investment, and celebrity endorsements still feel better than data. How to measure the emotional connection between a customer and an advertiser? Of course, customer loyalty index and advertising tracking study can give you a general idea of how effective it is, but many marketers still fail to establish a direct link between stars and sales performance. Why do so many companies still bother to invite celebrities to rally their products and services? Even some of the high-profile celebrities who once shunned endorsements - Robert Dinero, Nico Kidman, Brad Pitt - have been associated with several major advertisers. Now we are witnessing an explosion of interest, said Steven Leavitt, President of marketing evaluation. The company mainly provides Q value polls for marketers and advertising professionals, a common way to measure celebrity and Sport celebrity popularity and attractiveness. Choose your star according to your intuition In order to noisy information environment in which talent shows itself attract more attention, some marketing executives trying to use Q, electronic voting, online survey, the target audience to make the celebrity choice more systematic and consistent brand in order to find suitable candidates. Yet many still rely on old-fashioned, unreliable methods: intuition. 7 years ago, when P chose William Schattner as a spokesperson, the approach was really old-fashioned. We havent done any research at all, says Priceline chief marketing officer Britt Keller. Its a qualitative decisi