Tiger Woods Presentation

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This is a presentation created over the importance of have a credible endorser for products.

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  • Companies want a celebrity whose image matches with the personality of the product and the actual OR desired self-concept of the target market.
  • Tiger Woods Presentation

    1. 1. Chapter 11 Source Credibility
    2. 2. Source Credibility <ul><li>Enhance attitudes when consumers lack the ability or motivation to form direct judgments of the product ’s performance </li></ul><ul><li>Enhance message processing and acceptance </li></ul><ul><li>Celebrity Sources </li></ul><ul><ul><li>Athletes </li></ul></ul><ul><ul><li>Movie stars </li></ul></ul><ul><ul><li>Public officials </li></ul></ul>
    3. 3. Celebrity Sources <ul><li>Athlete endorsements </li></ul><ul><ul><li>Sales can jump an average 4% in 6 months following the start of an endorsement deal </li></ul></ul><ul><ul><li>Several brands have seen sales rise more than 20% </li></ul></ul><ul><ul><li>Stock market favorably responds to athlete endorsements </li></ul></ul><ul><ul><ul><li>Stock can increase up to a quarter percent day of announcement </li></ul></ul></ul>
    4. 4. Perfect Match
    5. 5. Tiger Woods The Scandal and Loss of Source Credibility
    6. 6. Advertiser ’s Dream <ul><li>Successful (the most successful in his field) </li></ul><ul><li>Young (21 when he became a champion) </li></ul><ul><li>Bi racial and multi-ethnic (had broad appeal) </li></ul><ul><li>Not the typical athlete </li></ul>
    7. 7. EA is consistent <ul><li>Attention </li></ul><ul><li>Trustworthiness </li></ul><ul><li>Part of their strategy </li></ul><ul><li>Most recognizable golf player </li></ul>
    8. 8. Buick Knows Their Customers <ul><li>Buick ’s Target Demographics’ Preferred Sport </li></ul><ul><li>Aspirational Aspects </li></ul>
    9. 9. Nike Wants Champions <ul><li>Expertise </li></ul><ul><li>Need the best in every sport </li></ul>
    10. 10. The Scandal <ul><li>Nov. 2009 </li></ul><ul><li>Affairs come to light </li></ul><ul><li>Crashes car </li></ul><ul><li>Wife beat him with a golf club </li></ul><ul><li>Other women kept coming out </li></ul>
    11. 11. The Fallout
    12. 12. Nike is staying strong <ul><li>Lost $22 million in endorsements </li></ul><ul><li>Still supported by Nike </li></ul><ul><li>http://www.youtube.com/watch?v=5NTRvlrP2NU&feature=related </li></ul><ul><li>EA is still with him too </li></ul><ul><li>Not on cover </li></ul>
    13. 13. Managerial Recommendations <ul><li>Brand over endorser </li></ul><ul><li>Constant monitoring </li></ul><ul><li>Celebrity brand match </li></ul>

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