Chapter 11 Section 4 How much does the star effect affect the advertising effect?

In the advertising industry, I have always had a point of view. Finding celebrity endorsements is actually not beneficial except to waste money. You can see that some companies that use celebrities now sell their products well, but I dare say that if they remove celebrity advertisements, their sales will not decrease at all. Because I have studied that when a consumer watches a TV advertisement, whenever he is staring at the TV to watch an advertisement, he is annoyed in his heart, because no one appreciates the advertisement. Once there is someone he likes, he only looks at that person, he doesn't even know what product you are, and he doesn't pay attention to your product at all.

If that star is something he hates, he is also thinking about it in his head.It's better to use my old man and old lady. At least consumers know that this is an advertisement for Melatonin. If you use a star, consumers will not know who paid for it after watching it, because his attention is not there. I have always felt that it is nonsense that so many people and so many companies spend so much money to invite celebrities to shoot commercials. Of course, my point of view is not recognized by our online game company. Later, I was not in the front line of management, and my views were not recognized. They did it themselves, and invited celebrities to shoot it. I don’t know how the effect will be.

This is the opinion of my family, but I am a bit extreme, and I don't like to use celebrities. I think the phenomenon of celebrity endorsement depends on some so-called advertising theories. There are many theories in advertising, and of course I can’t name those theories. Anyway, there are many theories about this and that, and there are many degrees of “reputation”. Those theories were actually made up by the big advertising companies in the United States decades ago.They made this up to make manufacturers spend more money. In those theories, there must be stars. Others, as far as I know, I have been exposed to and researched so many products, at least there is no sufficient evidence to prove that using stars can increase sales.I don't think there's evidence for that, at least for now.

As for whether what I said earlier is useful or not, this is my judgment, and it may be a bit arbitrary.But I can't find the evidence, anyway, I can't find it in human history until now. Column naming depends on the specific circumstances. Is its product and its audience on the right track?It's useful if it's the right way. For example, CCTV's "Sunset Red", if we let Melatonin title it, I think it would be useful. Why? His audience is my target consumer group.When they are watching this program, I think it is useful. But this method can only increase popularity, not improve product awareness, and cannot achieve a more detailed understanding of the product.

For example, when I named it, I couldn't say "gift", I could only say Melatonin.So whether to name it or not depends on what kind of product it is.If there is a product that requires two or three sentences to explain clearly, it may not be possible to name it.