摘要:改革开放以来，广告产业在我国发展非常迅速，企业为了提高本产品品牌知名度，越来越倾向请一些各界名人来做形象代言人，企业是否能够通过名人广告取得自己想要的预期效果才是关键。名人广告是要借助名人的非常吸引力使得企业获得消费者的注意和认可，也凭借名人的知名度来提高企业的知名度，对于塑造领好的企业形象以及获得良好的广告传播效果有很大益处，在提高企业竞争力的同时也提升促进产品销售的战略价值。当今社会，社会主义市场经济为发展中国广告产业提供了非常好的市场机会和良好机遇，名人广告开始吸引中国企业的眼球并逐渐被作为一种提高企业品牌知名度的普遍的广告形式在各行各业内得到广泛的认同和运用。
名人广告有其独特的优势，配合企业优质的产品获得的是一种成功的营销方式，为企业带来不可估量的利益。当然，并不是所有的名人广告都一定会对企业的产品和品牌带来积极的能量和作用，甚至可能为企业和本身的产品带来无法估量的风险，其效应具有两面性，是一把双刃剑，如能得到恰当的运用理所当然为企业带来利益，但若运用失当就会事与愿违给企业带来风险和损失。譬如滥用名人、名人品德不良引起形象危机、名人形象与企业不符、虚假广告、缺乏广告创意、注意力错位等都会存在一定的风险。本文将通过对名人广告效用的具体分析，探讨并针对其可能存在的风险提出应对风险并正确运用名人广告的对策和措施。关键词：名人广告 营销 效应 风险 对策与措施
Abstract:Since reform and opening, advertising industry in China is developing very rapidly, enterprises in order to enhance the brand awareness, more and invite some celebrities tend to do the spokesperson, the enterprise is able to get what you want through celebrity advertising desired effect is the key. With celebrity celebrity advertising is very attractive to allowing companies to obtain the consumer's attention and recognition, but also by virtue of the visibility of celebrities to increase their visibility, good for shaping the neck to get a good corporate image and advertising campaign have great benefits, in improving the competitiveness of enterprises but also to enhance and promote product sales of strategic value.
Today's society, the development of the socialist market economy of China's advertising industry provides a very good market opportunities and good opportunities, celebrity advertising began to attract the attention of Chinese enterprises and gradually increase brand awareness as a universal form of advertising in all walks of life within the widely recognized and used. Celebrity advertising has its unique advantages, with enterprises to obtain high-quality products is a successful marketing approach for enterprises to bring immeasurable benefits. Of course, not all celebrity ads will surely be the company's products and brands to bring positive energy and action, and may even products for businesses and their incalculable risks, and its effect has two sides, is a double-edged sword, if they can get the proper use of natural benefits for the enterprise, but if the use of misconduct would be counter to the enterprise risks and losses. For example, abuse of celebrities, celebrity image crisis caused by bad moral character, celebrities and corporate image does not match, false advertising, lack of creative, attention will be misplaced, etc. There is a certain risk. This will be through a specific celebrity advertising effectiveness analysis, to explore and against its possible risks and correctly apply the proposed risk response strategies and measures celebrity advertising.
Keywords: Celebrity Ads Marketing Effect Risk Countermeasures
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