This article is very interesting because explain why brands don't suffer when their celebrity spokesperson garners bad publicity.
We believe that the product sales will suffer unless the controversial star is pulled from the campaign. However, after reading this article I realized that this is not true.
This year many companies released their contracts with Tiger Woods believing that his bad behaviour would affect their company image. But the truth is that the vast majority of American adults —about 75%— say that a celebrity’s sudden bad behavior does not affect their perception of the brand that he or she endorses.
The article also explain that older Americans were more likely than younger ones to say that their opinion of a brand would diminish if the company held onto a scandalous spokesperson.
To read the full article please access the following link
Celebrity Skin
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My opinion is that in every western cultures, but especially in the American one, morbo sells, and even more is there's sex included.
ReplyDeleteCustomer behavior changes with time; 20 years ago sex was still a taboo, now it's part of our every day life and if you don't believe it, just take a look at advertisements in TV, internet or even radio. The values, ethics and moral evolve (even if we don't like where evolve) and so marketing has to follow the path in order to sell.
I agree with you, I don’t think that celebrity’s bad publicity affects the brand, which is why I never understood why Rolex and other companies removed the sponsorship to Tiger Woods and for something as simple and personal as cheating. From point of my view, the only savvy was Nike maybe because they are a giant in advertising and as some people say THE DEVIL KNOWS MORE BECAUSE HE IS OLD AND NOT BECAUSE HE IS THE DEVIL. Nike knows that 99% of this type scandal is forgotten for two main reasons 1) this always happen and 2) people have short memory.
ReplyDeleteYou know as they say...." any kind of publicity is good publicity".
ReplyDeleteIn my opinion, when a celebrity spokesperson garners bad publicity it calls attention to them and subsecuently the brand they are currently representing. For example when the Tiger Woods scandal a few months ago exploded, all eyes were on Nike, given the fact that many brands such as gatorade and rolex decided to release Tiger Woods from endorsements. Nike decided not to. This action was free publicity for Nike as everyone was surprised that Nike kept Tiger as there main spokesperson and if someone had not heard about Nike as a brand on its own for sure everyone who read the news on Tiger Woods read the brands name.