Sports High Profile Endorsements

Introduction In sports, recommendations are rapidly becoming effective advertisements, and Stafford et al. (2003) disclose such commercial exposures as "official products [sports athletes or coaches] or official announcements Was used) "Wang et al. (2012) defines "celebrities" as "people well-known and respected to consumers" and hope (from the company's point of view) brings immediate contact between consumers and products through a priority spokesperson I will. (2009) We support the idea that the support of celebrities is likely to have a positive influence on consumer purchasing decisions.

Advertisement is one of Nike's largest contributors to attract customers. The company relies heavily on advertising, especially advertisements including celebrity celebrity spokespeople such as professional athletes and sports teams. This element of the company's marketing mix also includes individual sales by salesperson who persuades targeted consumers to purchase their products. For example, Niketown retail sales representatives are trained to use such persuasive power. Its direct marketing activities include direct communication with universities, local sports teams and other organizations. In the context of 4P, direct marketing refers to direct contact with an organization to advertise products to members of these organizations. In addition, Nike sometimes offers discounts and special offers to attract more customers and generate more sales. These discounts and offers constitute a company's promotion strategy

There are many positive aspects to using celebrities in the sports world as promotional advertisements, but there are also minus aspects. The first question concerns high financial costs to win a high-profile sports star. PepsiCo paid $ 25 million to Shaquille O'Neil to support soda products and Nike paid Tiger Woods 40 million dollars to support new activities for young people. Most of these small businesses can not afford the cost of any celebrity while these big companies have no problem getting the best dollars needed by celebrities. If problems arise, the loss will be greater for SMEs. For example, when Dallas Cowboys' receiver Michael Owen was caught by the police, Nike was not played. However, 13 Toyota dealers suffered great losses. They decided to arrange cowboys stars in a commercial series worth about $ 500,000. They have not only lost their money invested in Irving and advertising!