首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
Using popular athletes to endorse and pitch companies and their products has become commonplace in advertising. U.S. companies p
Using popular athletes to endorse and pitch companies and their products has become commonplace in advertising. U.S. companies p
admin
2013-02-16
52
问题
Using popular athletes to endorse and pitch companies and their products has become commonplace in advertising. U.S. companies paid more than $1 billion to nearly 2,000 athletes for endorsement deals and licensing rights in 1996 — a tenfold increase from just a decade ago. Nike alone spends more than $100 million a year on endorsement contracts. The average athlete on the Forbes super 40 list of top-earning athletes commands around $250,000 a year for a national endorsement. Superstar Michael Jordan, the athlete who makes the most from endorsements, considers only multiyear deals that pay at least $10 million. In addition to the endorsement fees, companies spend another $10 billion to advertise and promote their association to these athletes.
While companies are investing huge sums of money into the concept that athletes make good promoter, they are also recognizing that choosing a celebrity endorser is no longer a matter of personal taste and top-management whimsy. Several companies have been badly burned when their high-priced endorsers were involved in messy scandals and controversies. Hertz Corp. used O.J. Simpson as its spokesperson for 20 years and lost all of that equity when he was accused of murdering his ex-wife and her friend. Smaller companies face even greater risks when they entrust their name and image to an athlete. When Dallas Cowboys football star Michael Irvin was caught in a motel room with strippers and drugs, 13 Toyota dealerships that paid him $120,000 to do a series of commercials had little choice but to pull the ads and swallow the $400,000 in production costs. When Irvin refused to return his payment, as well as a $50,000 car the dealerships had lent him, they sued, the case settled out of court.
Risk management has become a major consideration for companies considering using athletes as endorsers. However, many marketers are willing to take chance on irreverent or rebellious athletes whose outlandish behavior draws attention to them. For example, basketball star Dennis Rodman has parlayed his bad image into endorsement contracts with Nike, McDonald’s, Pizza Hut, Comfort Inn, and Converse. Rodman’s sponsors believe he appeals to the elusive Generation X market that these companies are trying to reach. However, Rodman’s antics have become too much for some companies. The Carl’s Jr. fast-food chain temporarily suspended its relationship with Rodman in early 1997 when he was suspended for kicking a courtside photographer during a game.
Most companies are moving away from controversial athletes and looking for ones who will not just attract attention but enhance the image of the company or brand they are endorsing. Their goal is to achieve an endorser’s halo effect—a positive association that bathes the product in good vibes after a popular sports celebrity has pitched it. Marketers have discovered that there are a number of "nice guys" available to endorse their products. Among them are tennis stars Pete Sampras and Michael Chang(who has emerged as the most popular athlete in Asia by far), San Francisco quarterback Steve Young, baseball iron man Cal Ripken Jr., Los Angeles Lakers basketball star Shaquille O’Neal, hockey star Wayne Gretzky, and golfer Tiger Woods. Even former stars with likable personalities and images as positive role models are still popular, including Arnold Palmer, Joe Montana, Jim Paler, Nolan Ryan, and Chris Evert.
Perhaps nobody embodies the new breed of nice guy superstar better than basketball star Grant Hill. An Ail-American at Duke, he stayed all four years and graduated with his class. His father, Calvin, played football at Yale and was a star with the Dallas Cowboys. During his first two years in the NBA, Hill received more fan votes for a spot on the NBA All-Star team than any other player, including Michael Jordan.
The biggest beneficiary of Grant Hill’s nonabrasive, good-humored, All-American image has been Fila, and Italian company that signed Hill to an endorsement contract in 1994. Since signing Hill, Fila has become the third-largest sneaker maker in the Unites States. Sales shot up 37 percent in 1995 and another 40 percent in 1996 to $750 million. Hill’s "nice guys" image appeals to the current sensibilities of Middle American.
Three years ago basketball star Charles Barkey appeared in a Nike commercial where he glowered at the camera and declared "I am not a role model". Since then, his endorsement take been cut in half. Hill readily acknowledges "I am a role model". In addition to getting $ 6 million a year from Fila plus a 5 percent royalty on the sale of his shoes, Hill has endorse contract with Sprite, GMC trucks, Kellogg’s and McDonald’s. It appears that nice guys are finishing first in the endorsement game.
Based on the passage, which of the following makes the most from endorsement?
选项
A、Grant Hill
B、Dennis Rodman
C、Michael Jordan
D、O.J.Simpson
答案
C
解析
根据文章第一段第五句“Superstar Michael Jordan.the athlete who makes the most fromendorsements,considers only multiyear deals that pay at least $10 million.”可知,巨星迈克尔·乔丹是获得代言费最多的运动员,他只考虑做多年代言交易,且费用至少为一千万美元。据此判断,答案是C。
转载请注明原文地址:https://kaotiyun.com/show/abmO777K
0
考博英语
相关试题推荐
Protectionoftheenvironmentisbasedonaprinciplethatisbeginningtobeusedinthefieldofjurisprudence.Theprinciple
Motorwaysare,nodoubtthesafestroadsinBritain.Mile【41】mile,vehicleforvehicle,youaremuch【42】likelytobekilledors
Thediscoveryoftheobesitygeneinhumanshalfadecadeagoofferedevidencethatchronicweightgainistheconsequenceofa
Yettheseglobaltrendshidestarklydifferentnationalandregionalstories.VittorioColao,thebossofVodafone,whichoperat
InJuly,almostunnoticedbythenationalpress,adeadlybirdvirusarrivedonapheasantfarminSurrey.ExpertsfromtheDepa
Manycriticsofthecurrentwelfaresystemarguethatexistingwelfareregulationsfosterfamilyinstability.Theymaintainthat
Hurricanesareviolentstormsthatcausemillionsofdollarsinpropertydamageandtakemanylives.Theycanbeextremelydange
Hurricanesareviolentstormsthatcausemillionsofdollarsinpropertydamageandtakemanylives.Theycanbeextremelydange
Manycriticsofthecurrentwelfaresystemarguethatexistingwelfareregulationsfosterfamilyinstability.Theymaintainthat
TheUnitedStateshashistoricallyhadhigherratesofmarriagethanthoseofotherindustrializedcountries.Thecurrentannual
随机试题
冠心病患者,男性。冠脉造影术后患者床上排便后突然意识丧失,四肢抽搐,心电监护示不规则波动曲线,分不清QRS与T波,有夺获性融合波,对该患者有效的处理措施为
患儿,7岁,患肾病综合征已两年,激素治疗,近2d发热,体温40℃,精神萎靡,皮肤可见散在丘疹、疱疹,疱内色清。护理措施中哪项不妥
房地产开发企业甲将一套现房以300万元的价格出卖给乙,乙向丙银行按揭贷款购房。2009年3月1日,甲、乙、丙签订了书面按揭贷款购房合同。约定甲须于2009年4月1日交付房屋,但未约定甲给乙办理过户登记的期限。因房价上涨,2009年4月1日,甲借故未向
在建设工程进度计划调整工作中,分析进度偏差对后续工作及总工期的影响的步骤包括()。
背景资料:某建设单位和施工单位签订了某市政公用工程施工合同,合同中约定:建筑材料由建设单位提供,由于非施工单位原因造成的停工,机械补偿费为200元/台班,人工补偿费为50元/工日;总工期为120d,竣工时间提前奖励为3000元/d,误期损失赔偿
目前,在我国对投资者从基金分配中获得的企业债券的利息收入,由()在向基金派发利息时,代扣代缴20%的个人所得税。
下列商业银行中还没有在上海证券交易所上市的有()。
对象物所有权转移的活动称为()。
在古代,受教育的目的主要不是为了获得实用的知识,而是社会地位的象征,教育的象征性功能占主导地位。()
A、Thereisstillroomforimprovement.B、Thelanguageishardtounderstand.C、Thedescriptionoftheexperimentistoodetailed
最新回复
(
0
)