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Star effect in the current business of our society is already very common phenomenon. Directly compared to the early publicity for the product, a shrewd businessman long known that, select a community with good public image of the spokesperson of publicity, publicity is often greater than the direct effect, so businesses are in great importance for the brand image Today, the use of the star effect is even more enthusiastic.

 

This phenomenon in the air max 90 shoes and apparel industries, although there quite late, but fast. Side of the international brands and first-line star, combining the strengths of local enterprises and the colored side is the high-profile artists cooperative. In particular sports shoes and apparel industry, once set off a wave of celebrity endorsements. But celebrities do endorsements, pay attention to many problems, or just the opposite.

 

This case numerous events. 2008 Olympic Games, Liu Xiang is a good example.

 

Liu Xiang shocked the nest to retire because of injury, but also shocked the audience of all, of course, shocked those who bet on Liu Xiang's sponsors. Liu Xiang in the 2007's made the 14 brands: Amway Nutrilite, VISA, Erie, Nike, Bank of Communications, Lenovo, China Post, PVI, O'Connell, Shanshan, double the money, SITA, Baisha, China Mobile. In 2008, Ping An Insurance added, Cadillac and other heavyweight companies and brands. More conservative estimates, these activities involve the ads speak more than 5 million yuan. It is reported that Liu Xiang endorsement of giant brands produced before a lot of advertising, plans Liu Xiang from August 18 to begin running when the first race, involving television, newspapers, outdoor, Internet and other media platforms. However, Liu Xiang after the game, the sponsors of the marketing plan will be affected. The industry estimates, This time to retire, Liu Xiang personal loss more than 1 million, while corporate sponsors will be reduced more than 30 billion, the greatest impact of non-Olympic sponsor Nike air max tn.

 

Last year, China's Li Ning Sports Goods Company $ 7,500,000 5-year endorsement fee to sign Isinbayeva. Today, April 11, the Russian pole vault queen Yelena Isinbayeva announced an indefinite leave stadium. "Oriental Horizon" column on celebrity endorsement advertising survey, 66% of consumers said that celebrity endorsements do not like a part of advertising, for the exaggerated celebrity endorsements, 90% of consumers think that will directly affect their star impression, and should take responsibility for advertising.

 

As consumers in the process of footwear consumption in the more mature and sensible, most consumers believe that star basically does not care about what problems exist in the product quality, even in the promotional and advertising products differ, most stars will also take silent attitude. Over time, this approach is a lose-lose for consumers and the consequences of celebrity. Therefore, the footwear air max ltd business to build heavily on the star is not only difficult to play the desired effect, but also may have the opposite effect.

 

Not only the positive role of celebrity endorsements ever being questioned, and star of their own professionalism and compliance with the contract and so more and more to businesses worried. Michelle Reis broke the news some time ago the absence of the much floor endorsements is one example. Although it is difficult to determine merits and demerits, but get involved in the lawsuit, after all, we all want to see the results.