Process of recommendation Senders of message can be: • Experts • Celebrities • Animated figures (animals) • Layman Advertising should “catch“ customers, should be creative and original
Celebrities in advertising Celebrity can make advertising more interesting, more tempting. Celebrity can bring touch of luxury to the spot Celebrity can also endangered the ads Celebrity in ads are from area of sports, entertainment, famous businessmen, politicians, scientists
History of celebrities in advertising First case is dated at the beginning of 19. century Tobacco company started putting in their products cards with famous baseballs players In 1940s actors start perform in ads
How to choose the right celebrity for advertising? Selected celebrity should seems trustworthy and bring added value to customers in commercial There should be some relationship and logical connection between celebrity and product Customers should believe the advertising
Risk of use celebrities in advertising First threat is badly selected celebrity – no connection with product Second threat is celebrity, who performs in lot of advertising Third threat is credibility of celebrity in advertising Use celebrity in advertising is always risk
Sponsorships Sponsorship is a based on the princips of cooperative work Mostly between celebrity and famous brand or product Most popular area for sponsoring is sport The biggest sponsors on market are: • Tobacco companies • Alcohol producer • Producer of soft drinks • Banks • Car companies • Companies producing sport equipments
Most popular sports for sponzoring Amounts are shown in millions of Euros per year.
Event Marketing Activities, how to attract potentional customers or built deeper relationships with business partners Often accompanied by emotions Event Marketing is often a matter of prestige – it cost a large amount of money Activities: • Conference and seminars • Social events • Company presentation • Grand opening • Promotions • Receptions • Christmas party