Sunday, 27 April 2014

Media and Marketing-Celebrity endorsement-Tigger Woods



What meanings does celebrity endorsement bring to the brand in this advert? 
Brands utilize celebrity's own characteristic to reinforce and shape their products.
Tiger Woods is a world no.1 golfer and rank no.1 at Forbes Athlete Income.As we can see
that he is a wealthy and successful person.It associates with Tag Heuer reputation.So,the brand chose him as a spokesperson.This world know golfer aid to development and market their professional golf watch.In addition,his image is immediately recognisable therefore easy for oversea marketing promotion.

Why do you think Nike was under pressure to drop him?
Since 1996,Nike has a spokesperson contract with Tiger Woods until now.At that time, he became famous.In 2000,Nike spent $105million largest endorsing deal with him.And now Nike and he sign a lifelong contract.Nike  consume huge amount of money because Woods is one of the world no.1 golfer.It strengthen Nike golf collection to be more professional.In fact, these advertisements  increase the sale of golf collection.
However,in 2009, there were many scandals from Woods about his personal romantic life.
It destroyed his renown.Many brands stopped any sponsorship or commercial projects with him to avoid his scandals would damage their brands name.
There is no debt that Woods aids Nike;s golf collection gain higher profit.But Nike needs to concern the risk of his dark side image.

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