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1、标题：TheStateofCelebrityEndorsementinSport原文：AbstractSportendorserswerepresentin11%ofalltelevisionadvertisementsin1995,receivingmorethan$1billiondollarsfromU.S.companiesfortheirservices.Alongwithseveralpositiveadvertisingcampaigns,therehavebeensomelesssuccessfulef
2、fortsinvolvingcelebritiesasspokespersons.ThemostrecentandvividoccurrenceisO.J.SimpsonandhisendorsementwithHertzRentalcars.Thisarticledescribestheadvantagesanddisadvantagesofcelebrity-basedadvertisinginsportandexaminesfuturedirectionsforthismarketingapproach.Appr
3、oximately20%ofalltelevisioncommercialsfeatureafamouspersonfromtheworldofsport,television,moviesormusicalentertainment.Ofthebillionsofdollarsallocatedannuallyfortelevisionadvertising,approximately10%isspentonendorsers(Agrawal&Kamakura,1995).Manycompanieshavehadco
4、nsiderablesuccessusingcelebritiesasspokespersons,especiallyathletes.In1995,U.S.companiespaidmorethan$1billionto2000athletesforendorsementdeals(Lane,1996).Sportendorserswerefeaturedin11%ofalltelevisionadvertisementsthatsameyear(Turner,Bounds,Hauser,Motsinger,Ozmo
5、re,&Smith,1995).ExamplesofhighprofilecelebrityendorsersincludeSherylSwopes,DeionSanders,MichaelJordanandBoJacksonforNike,ShaquilleO'NealforReebok,TigerWoodsforRolex,andJimmyConnorsforAdvil.Alongwiththepositivecampaigns,therehavebeenseverallesssuccessfulmarketing
6、campaignsinvolvingcelebritiesasspokespersons.ThemostrecentandvividoccurrenceisO.J.SimpsonandhisendorsementwithHertzRentalcars.Thepurposeofthisarticleistodescribetheadvantagesanddisadvantagesofsportcelebrity-basedadvertisingandtodiscussfuturedirectionsforthismark
7、etingapproach.AdvantagesofCelebrityEndorsementsThereareseveralbenefitstohavingcelebritiesendorseproductsorservices.Researchhasindicatedthatcustomersaremorelikelytochoosegoodsandservicesendorsedbycelebritiesthanthosewithoutsuchendorsements(Agrawal&Kamakura,1995).
8、MarketingEvaluationsInc.hascompiledalistof1,500U.S.-knowncelebritieswithappealingqualitiestoconsumers.Mostofthe1,500wereviewedasfamiliarandlikable(Miciak&Shanklin,199
