written by: Lindsey V RMC206C2 -version 1
Some big brands like to think so. With the years going by, a number of celebrities joined campaigns of big brands. It was only in 2002 that Kylie Minogue was a huge part of the launch of t he new Ford StreetKa. And this is just an example, many other celebs have done the same thing. Bud does it really work?
According to a study by Millward Brown Precis it certainly does. This study shows us that by using Kylie in the Ford campaign, the number of sales increased surprisingly. The new Ford was at that time associated by a lot of people with kylie minogue. So it wasn’t just a new car you bought, no no you bought a story. You were cool, just like kylie.
So, if I want to launch a new product I’ll use a celeb because that works. Well, that’s not entirely true. It is a very risky decision for both the brand and the celebrity. It could cause a severe damage to the image of the celeb and/ or the brand. You can’t just put any face on a product. The image of the celeb has to match the image you want the product to have. According to Kevin Lane Keller there are a number of potential problems if you use a celebrity. The first thing you have to look at if you are considering using a celebrity in your ad campaign, is if the person in question and your product have the same target audience. If so, you can investigate the matter further.
Still, you have to do your homework pretty good before you get involved in this business.
Okay, we’ve discussed the pro’s and con’s. What now? If you are in the advertising business, you are going to have to decide one day if you’re going to take the risk that your idea blows up in your face. If you ask me, ad campaigns with celebrities could be very affective. But you do need to do some serious research before you decide to use this kind of campaign.
1 Comment
October 1, 2007 at 7:31 pm
Weblog Article Peer Review Form A – First Review
Writer’s Name Lindsey Visser
Assessor’s name Charlaine Scholten
Date September 25 2007
Rating Scale: 1 = Yes 2 = Somewhat 3 = No
Rate the article by giving a 1, 2 or 3 for each question. Read the article once to get a general idea of what it is about, then read it a second time to rate it.
1. Is the topic interesting? __1__
2. Is the title original and appropriate? __1__
3. Is the introduction complete? __2__
4. Is the body of the article complete? __1__
5. Is the conclusion well-developed? __1__
6. Is the article well-organized overall? __2__
7. Is the article easy to understand? __1__
8. Is the article interesting to read? __1__
9. Has the writer plagiarised material? __3__
Finally, read the article a third time and check it for spelling, grammar and punctuation. Mark any corrections on the article itself then complete the rest of the form.
Name three things you like about the article.
*Useful for brands
*stay’s to the point
*clear
Name three things the writer should improve.
*It’s not complete yet
*uses words which aren’t relevant
*too short
What is the gist of the article?
Using celebrities in an ad campaign could be very affective, but it has to be a celebrity that matches the product.
Do you think this article is good enough to pass the course? Explain your answer.
It has to be a little bit longer. Name a second and third thing for instance