Celebrity Endorsement
source:
http://jufengtsai.wordpress.com/2007/03/16/14/
No mater PR events or commercial advertising, celebrity endorsement sometimes is a good way to consider. However, the company should be very careful when they choose who to endorse the event or product. If you are lucky, consumers will have a positive attitude to your products. On the other hand, if you choose wrong person, consumers may have negative attitude to the product.
Last year Taiwan’s airline company China Airline reopened a line to Japan Osaka. Therefore they decided to launch a new advertising which was endorsed by a celebrity Chiling Lin. She is a model and a host for some TV programs. Because she has elegant manner and beautiful face she is very popular in Taiwan. According to Taiwan newspaper Liberty Times’ reported because of this advertising, China Airline announced that their passengers to Japan were increased in last summer. China Airline never used a celebrity to endorse its service, this was the first time. This year China Airline still uses Chiling Lin to launch a new ad about their service. I believe the company must be satisfied with last year’s performance
http://jufengtsai.wordpress.com/2007/03/16/14/
No mater PR events or commercial advertising, celebrity endorsement sometimes is a good way to consider. However, the company should be very careful when they choose who to endorse the event or product. If you are lucky, consumers will have a positive attitude to your products. On the other hand, if you choose wrong person, consumers may have negative attitude to the product.
Last year Taiwan’s airline company China Airline reopened a line to Japan Osaka. Therefore they decided to launch a new advertising which was endorsed by a celebrity Chiling Lin. She is a model and a host for some TV programs. Because she has elegant manner and beautiful face she is very popular in Taiwan. According to Taiwan newspaper Liberty Times’ reported because of this advertising, China Airline announced that their passengers to Japan were increased in last summer. China Airline never used a celebrity to endorse its service, this was the first time. This year China Airline still uses Chiling Lin to launch a new ad about their service. I believe the company must be satisfied with last year’s performance
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