Nike and Liu Xiang:Crisis Management In Celebrity Endorsement
Gold medalist – Liu Xiang
Nike’s Star – Liu Xiang
Liu’s Withdrawal At “Beijing Olympics”
Response from Nike and Other Sponsors
Open Door Policy
To attract
Foreign
Investment
To promote
Exports of Chinese-made Products
Poverty
1981,
53%
2001,
8%
Economic Reform→ Pride
1. Advertisement?
We are always looking for the ads. Through TV or other things(Naver, Daum). In general, the advertisement tells the world something that has meaning
2. Consumer beware : advertising techniques
One Commercials
↓
15~30 Seconds
↓
Amount of time and money
Although most commercials only take 15-30 seconds, an astounding amount of time and money go into their p
Endorsements
Leading golf equipment companies had always struck endorsement deals with the game's best-known players to enhance their image with consumers. Because, it's common for recreational golfers to base purchase decisions on the equipment choices of successful golfers on the PGA Tour.
3. Pace of Rivalry
The pace of rivalry is quickening. As the growth rate of golf industry is gettin
3. Expanding Investment on Endorsement with Tour Professionals
Because it became difficult to diversify products due to regulations, golf equipment manufacturers relied more on endorsements of famous touring professionals. As the number of people interested in recreational golf boosted after Tiger Woods’s appearance in 1995, the number of people exposed to golf broadcasting or golf magazines
1) Target Market
2) Proposition
3) The ways in which the campaign
should work
#1. Target Market
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