Preview Extract
ENDORSERS AND MESSAGE APPEALS IN ADVERTISING Answers to Discussion Questions Using the concepts of attractiveness, expertise, and trustworthiness, explain what makes Tiger Woods an effective or ineffective endorser. Do the same for LeBron James, Alex Rodriguez, Aaron Rodgers, Derek Jeter, David Beckham, and Maria Sharapova. Answer: Tiger Woods is a superstar athlete—perhaps the greatest golfer in history. His attractiveness is attributable to the combination of a pleasant personality, outstanding athletic talent, and an extremely athletic physical appearance. Tiger’s expertise is readily apparent in that few people would have more ability to judge the effectiveness of sporting equipment. Endorsing products for which audiences perceived his expertise as minimal could probably be an issue that might negatively affect his ability to endorse. Finally, his trustworthiness has been called into question due to allegations of infidelity, which cost him numerous endorsements. Students can discuss the other celebrities in a similar manner. Presented early in the chapter was a quote from philosopher Alfred North Whitehead stating “Seek simplicity and distrust it.” What does this quote mean in terms of the effectiveness of particular advertising appeals, such as the use of humor? Answer: This refers to the findings presented and conclusions drawn from research. That is, they should be considered tentative rather than definitive. It would be naïve and misleading to suggest that any particular advertising technique will be successful under all circumstances. Rather, the effectiveness of any message format depends on conditions such as the nature of the competition, the character of the product, the degree of brand equity and market leadership, the advertising environment, and the extent of consumer involvement. Attractiveness as an attribute of endorsers includes but is not restricted to physical attractiveness. Many would regard British soccer star David Beckham (Bend It Like Beckham) as attractive. In what ways other than physical attractiveness might he be considered attractive? Answer: Attractiveness means more than simply physical attractiveness and includes any number of virtuous characteristics that consumers may perceive in an endorser (e.g., intellectual skills, personality, lifestyle, athletic prowess, etc.). There are three subcomponents of the general concept of attractiveness: physical attractiveness, respect, and similarity. Respect represents the quality of being admired or esteemed due to one’s personal qualities and accomplishments. Similarity represents the degree to which an endorser matches an audience in terms of characteristics pertinent to the endorsement relationship—age, gender, ethnicity, etc. Considering the likelihood-of-getting-into-trouble factor, identify three entertainment or sports celebrities that you, as a brand manager, would be reluctant to have endorse your brand for fear they would get into some sort of trouble. Answer: While any celebrity can have a high likelihood-of-getting-into-trouble factor, most students will likely mention athletes as these seem to be the most in the news. As a brand manager, you'd want to carefully consider the public image and potential risk associated with any celebrity endorsement. Here are three entertainment or sports celebrities who might carry a higher likelihood of getting into trouble: • Justin Bieber: Despite his immense talent, Bieber has had numerous run-ins with the law, including DUI charges, vandalism, and assault. His past behavior could pose a risk to a brand's reputation. • Lindsay Lohan: Lohan's career has been overshadowed by legal troubles, including multiple DUI arrests, theft charges, and probation violations. Her unpredictable behavior could create negative associations for a brand. • Conor McGregor: While a highly successful MMA fighter and businessman, McGregor has been involved in various legal incidents, including assault charges, public altercations, and legal disputes outside the ring. His aggressive persona might not align with every brand's values. These celebrities, while talented, have histories of behavior that could potentially harm a brand's image if they were to endorse it. NBA superstar Michael Jordan for many years endorsed Hanes underwear, among other brands. Suppose you were the brand manager for Hanes and are tasked with coming up with a replacement for Mr. Jordan. Who would you select? Justify the rationale behind your choice. Answer: Should refer to the characteristics of effective endorsers. Is there a match up to the audience? Is there a match up with the brand? Is the person easy to work with? Is the person affordable? Are they oversaturated? Might they get into trouble? Are they credible? Are they attractive? Jordan was an excellent choice because he was admired by men and attractive to the women who might also be purchasing the Hanes for their husbands. A replacement endorser would benefit from this quality. Selecting a replacement for Michael Jordan as an endorser for Hanes underwear would require finding someone with a combination of widespread appeal, credibility, and a positive public image. One candidate who fits these criteria is Serena Williams, the tennis superstar. Rationale for selecting Serena Williams: • Global Recognition: Serena Williams is one of the most recognizable athletes in the world, with a career spanning decades and numerous Grand Slam titles. Her fame and reputation extend far beyond the world of tennis, making her a household name globally. • Strong Work Ethic and Dedication: Williams' relentless work ethic and dedication to her sport mirror the qualities that made Michael Jordan such a compelling endorser. Her resilience and commitment to excellence align well with Hanes' brand values of quality and comfort. •Positive Public Image: Throughout her career, Serena Williams has maintained a largely positive public image. She is admired not only for her athletic prowess but also for her advocacy on issues such as gender equality and social justice. Associating with Williams would reflect positively on Hanes and could enhance the brand's image among consumers. • Diverse Audience Appeal: Serena Williams appeals to a diverse audience across age, gender, and cultural backgrounds. This broad appeal can help Hanes reach a wider demographic and resonate with consumers from various walks of life. • Endorsement Experience: Williams has experience endorsing various products and brands, including athletic apparel and fashion lines. Her track record as a successful endorser demonstrates her ability to effectively promote products while maintaining authenticity and credibility. Overall, Serena Williams represents a compelling choice to replace Michael Jordan as an endorser for Hanes underwear. Her global recognition, positive public image, and alignment with the brand's values make her a suitable candidate to continue Hanes' tradition of partnering with iconic athletes. Infomercials are long commercials that generally last from 30 to 60 minutes. These commercials typically are aired during fringe times and frequently promote products such as diet aids, balding cures, and exercise products. These infomercials use endorsements from physicians and other health professionals to buttress claims about the promoted brand’s efficacy. Using concepts from the text, explain why health professionals are used in this form of advertising. Answer: Physicians would be excellent endorsers due to their expertise, which refers to their knowledge, experience, or skills possessed as they relate to the endorsed brand. Individuals from this professional also tend to be respected. You have probably seen a number of public service announcements along the lines described in the fear appeals section to discourage drinking and driving. In your opinion, is this form of advertising effective in altering the behavior of people your age? Be specific in justifying your answer. Answer: Use of fear appeals in this situation identifies the negative consequences of engaging in unsafe behavior. Because this group perceives themselves as invincible, this is probably not a very relevant topic for this audience. Thus, the threat intensity probably has to be relatively high to influence this group. However, if a teenager has experienced the death or injury of a loved one or friend due to drunk driving, it would be more relevant to him or her, and the fear intensity can be considerably lower to influence this consumer. The fear of getting AIDS should be relevant to many college students. Accordingly, would you agree that a relatively weak fear appeal should suffice in influencing students to either abstain from sexual relations or to practice safe sex? If you disagree, then how can you reconcile your disagreement with the degree-of-relevance explanation? Answer: There is no simple answer to this question. On the one hand, it could be argued that the magnitude and severity of the problem would require only weak fear appeals to influence college students to alter their sexual behavior. Yet, statistics indicate that many students are not practicing safe sex. Hence, contrary to the degree-of-relevance hypothesis, a weak fear appeal apparently is ineffective. It may be that this hypothesis better accounts for behaviors that are more easily changed, or, stated alternatively, where the costs of change are less expensive. Moreover, the psychology of AIDS is such that many young people dismiss the likelihood of personally being affected. This being the case, neither weak nor strong fear appeals stand much chance of changing rather cavalier sexual behavior. Identify three or four products for which you feel appeals to guilt might be a viable approach to persuading consumer acceptance of a brand. What kinds of products do not lend themselves to such appeals? Explain why you feel these products would be inappropriate. Answer: The list of products is limited only by the student’s creativity and effort. Like appeals to fear, appeals to guilt attempt to trigger negative emotions. People feel guilty when they break rules, violate their own standards or beliefs, or behave irresponsibly. While just about any product advertising can use this type of appeal, it will not be effective if the ad lacks credibility or advertisers are perceived as having manipulative intentions. Consumers occasionally find television commercials to be humorous and enjoyable. Some advertising pundits claim that such commercials may capture attention but are frequently ineffective in selling products. What is your viewpoint on this issue? Justify your position. Answer: The important point for students to emphasize in responding to this question is that the presentation of humor in advertising is not universally effective or ineffective. Rather, the proper use of humor is contingent on the specific product situation and the advertising objectives. For situations where consumers are not highly involved in receiving advertising messages (such as is the case for much television advertising) and when the advertised product lacks any distinctively-communicable competitive advantages, humor may provide an effective means for attracting consumer attention and creating basic brand awareness. Excessive humor should be avoided, however, if the advertiser has important selling points that may not be comprehended if the humor is unrelated to the selling points and thus distracts attention rather than facilitates understanding. As always, it should be emphasized that what works in one situation may be ineffective in another. If compatible with the advertiser’s communication objectives, humor may provide an excellent vehicle for getting selling points across. Identify two or three YouTube videos with brands that you consider humorous. Is the use of humor appropriate for the brands advertised in these videos and given their likely target audiences? Justify your responses. Answer: Depending on what’s on television at the time. Students should demonstrate knowledge that humorous appeals vary in their effectiveness across demographic groups and even among individuals. Additionally, humorous ads are more effective only when consumers’ evaluations of the advertised brand are already positive. Finally, it also has been found that individuals who have a higher need for humor are more responsive to humorous ads. There are two YouTube videos with brands that use humor effectively: • "The Man Your Man Could Smell Like" - Old Spice: This iconic Old Spice commercial features a humorous and over-the-top portrayal of masculinity, starring actor Isaiah Mustafa. The ad uses absurd scenarios and quick cuts to humorously showcase the benefits of Old Spice body wash. Despite the humorous approach, it's appropriate for the brand and its target audience. Old Spice traditionally targets young to middle-aged men who appreciate humor and aren't afraid of bold marketing. The use of humor helps Old Spice stand out in a crowded market and appeals to its target demographic's sense of humor. • "Dollar Shave Club - Our Blades Are F*ing Great": This viral video launched Dollar Shave Club into the public consciousness. The founder, Michael Dubin, delivers a hilarious monologue about the company's razors, poking fun at the traditional razor industry and showcasing Dollar Shave Club's affordable and convenient subscription model. The humor is appropriate for the brand and its target audience of young, budget-conscious men. It aligns with Dollar Shave Club's disruptive and irreverent brand identity, helping it resonate with its core demographic. In both cases, the use of humor is appropriate because it effectively captures the brand's identity and resonates with its target audience. The humor helps these brands differentiate themselves in competitive markets and create memorable advertising experiences for consumers. Identify several TV commercials or magazine ads that use sex appeals. Describe each advertisement and then explain whether an appeal to sex is appropriate or inappropriate for the brand. Answer: Sexual content that is appropriate for the brand advertisements means that it is directly relevant to an advertisement’s primary selling point. For example, sexual content in an ad for body oil would be considered appropriate, whereas sexual content in an ad for power tools is not. Comment on the following allegation: “There is too much use of sex in advertising.” Answer: This question basically calls for student opinions. There obviously is no value-free right or wrong answer. Yet, students should be required to substantiate their positions. The differences in opinions are an excellent example of why advertisements need to be matched to their target markets for successful processing. The article titled “Understanding Jingles and Needledrop: A Rhetorical Approach to Music in Advertising” (see endnote 80), suggests that music in commercials communicates specific meanings to listeners and viewers. In other words, music “speaks” to people by conveying a sense of speed, excitement, sadness, nostalgia, and so on. Identify two commercials in which music communicates a specific emotion or other state or action to consumers, and identify this emotion, state, or action. Answer: This project should be assigned at least two class periods prior to the due date. There are two examples of commercials where music communicates specific emotions or states to consumers: 1. Coca-Cola - "Hilltop" Commercial (1971) Music: "I'd Like to Buy the World a Coke" by The New Seekers Emotion/State: Unity, Harmony, Happiness Explanation: The iconic Coca-Cola "Hilltop" commercial features a group of young people from diverse backgrounds singing together on a hill, holding bottles of Coca-Cola. The uplifting melody and lyrics of "I'd Like to Buy the World a Coke" convey a sense of unity, harmony, and happiness. The music creates an emotional connection with viewers, evoking feelings of joy and optimism as it suggests the idea of people coming together and sharing moments of positivity over a refreshing Coca-Cola. 2. Budweiser - "Lost Dog" Commercial (2015) Music: "I'm Gonna Be (500 Miles)" by The Proclaimers (covered by Sleeping at Last) Emotion/State: Heartwarming, Nostalgia, Love Explanation: The Budweiser "Lost Dog" commercial tells the story of a puppy who gets lost and embarks on a perilous journey to find its way back home. The emotional impact of the ad is heightened by the choice of music, specifically the cover of "I'm Gonna Be (500 Miles)" by The Proclaimers. The song's lyrics about commitment and love, combined with its upbeat tempo and catchy melody, evoke feelings of warmth, nostalgia, and affection. The music communicates the bond between the lost puppy and its owner, as well as the joy of reunion, leaving viewers with a heartwarming and memorable impression of the brand. Photocopy or save one or two examples of comparative advertisements from magazines. Analyze each ad in terms of why you think the advertiser used a comparative-advertising format and whether you think the advertisement is effective. Justify your position. Answer: This project should be assigned at least two class periods prior to the due date. However, I can provide a hypothetical analysis of a comparative advertisement based on common strategies used in marketing: Example Comparative Advertisement: Product: Brand X Laundry Detergent Ad Content: Headline: "Brand X vs. Competitor Y: The Ultimate Stain Removal Showdown!" The advertisement showcases two images side by side: Image 1: A white shirt stained with various tough stains (coffee, grass, ink, etc.) treated with Brand X detergent. Image 2: A similar white shirt stained with the same substances treated with Competitor Y detergent. Caption: "See the difference! Brand X outperforms Competitor Y in removing even the toughest stains. Try it today and experience the cleaning power for yourself!" Analysis: Why Comparative Format? • The advertiser likely chose a comparative format to directly highlight the superiority of their product over a competitor's. By showcasing the same scenario with two different outcomes, they aim to convince consumers of the effectiveness of Brand X detergent. Effectiveness: • The advertisement is likely effective in capturing attention and conveying a clear message about Brand X's stain-removing capabilities. • By providing visual evidence of the product's performance, the ad appeals to consumers' desire for tangible proof and reassurance. • However, the effectiveness of the ad may depend on factors such as the credibility of the comparison, the reputation of the competing brand, and the target audience's susceptibility to comparative advertising tactics. In conclusion, while comparative advertisements can be effective in highlighting product benefits and differentiating from competitors, their success ultimately depends on the credibility of the comparison and the ability to resonate with the target audience. Solution Manual for Advertising Promotion and Other Aspects of Integrated Marketing Communications Craig J. Andrews, Terence A. Shimp 9781111580216, 9788131528242, 9781133191421, 9781337282659
