1. Celebrity
Adver tising and
Sponsor ships/Event
Mar keting
23rd March, 2012
Radka Kuliačková

2. Process of
recommendation
 Senders of message can be:
• Experts
• Celebrities
• Animated figures (animals)
• Layman
 Advertising should “catch“ customers,
should be creative and original

3. Celebrities in
advertising
 Celebrity can make advertising more
interesting, more tempting.
 Celebrity can bring touch of luxury to the
spot
 Celebrity can also endangered the ads
 Celebrity in ads are from area of sports,
entertainment, famous businessmen,
politicians, scientists

4. History of celebrities
in advertising
 First case is dated at the beginning of 19.
century
 Tobacco company started putting in their
products cards with famous baseballs
players
 In 1940s actors start perform in ads

5. How to choose the
right celebrity for
advertising?
 Selected celebrity should seems
trustworthy and bring added value to
customers in commercial
 There should be some relationship and
logical connection between celebrity and
product
 Customers should believe the advertising

6. Risk of use celebrities
in advertising
 First threat is badly selected celebrity –
no connection with product
 Second threat is celebrity, who performs
in lot of advertising
 Third threat is credibility of celebrity in
advertising
 Use celebrity in advertising is always risk

7. Interesting commercial
 http://www.youtube.com/watch?v=eEymcfoECj4
 http://www.youtube.com/watch?v=5NTRvlrP2NU
 http://www.youtube.com/watch?v=KZ1tHz0RaPM
 http://www.youtube.com/watch?v=eQb_-OY7Z0E
 http://www.youtube.com/watch?v=h1bpjtVXatg

8. Sponsorships
 Sponsorship is a based on the princips of
cooperative work
 Mostly between celebrity and famous brand or
product
 Most popular area for sponsoring is sport
 The biggest sponsors on market are:
• Tobacco companies
• Alcohol producer
• Producer of soft drinks
• Banks
• Car companies
• Companies producing sport equipments

9. Most popular sports for
sponzoring
 Amounts are shown in millions of Euros
per year.

10. Event Marketing
 Activities, how to attract potentional customers or built
deeper relationships with business partners
 Often accompanied by emotions
 Event Marketing is often a matter of prestige – it cost a
large amount of money
 Activities:
• Conference and seminars
• Social events
• Company presentation
• Grand opening
• Promotions
• Receptions
• Christmas party

11.  Thank you for your attention!