下面是一篇关于环境类的雅思阅读材料,这篇雅思阅读材料的主要内容是名人的广告效应以及相关的介绍。下面是详细内容,供大家参考,希望给大家带来帮助。
Celebrity Endorsements: An Examination of Gender and Consumers Attitudes
Celebrity endorsements have long been used as a source of marketing messages to promote a wide variety of products and services. Companies have been spending huge amounts of money to have athletes and other celebrities endorse both sports and non-sports products. Celebrity images can be found in print, radio, and approximately 20 percent of all television commercials . Within a relatively short time, the amount of money spent on athletes in advertising has skyrocketed. In 1986, companies paid approximately $100 million for endorsements, licensing rights, and advertising . Ten years later, that amount had risen to more than $1 billion, as athlete endorsement expenditures have hovered around $1 billion dollars annually for the past ten years .
The actions of athletic products manufacturer Nike underscores the nature of spending on athlete endorsements. During an eight-month period in 2004, Nike invested $192 million in endorsement deals with National Basketball Association rookies Lebron James and Carmello Anthony ; NBA star Kobe Bryant ; tennis star Serena Williams ; 14-year old U.S. soccer talent Freddy Adu ; and Canadian world champion hurdler Perdita Felicien . These were deals within an eight-month timeframe and did not take into account existing deals with golfer Tiger Woods, National Football League player Michael Vick , Major League Baseballs Derek Jeter, tracks Marion Jones , and soccers Mia Hamm .
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