It’s known as the halo effect, and we see it everywhere, everyday. It’s seen on actors and actresses, pop artists and rappers, and now on athletes. The halo effect is the belief that when the general population sees a product on or used by a celebrity, they will be more inclined to buy the product because they want to mimic a role model. These average people figure that if the product is good enough for the celebrity to use, its good enough for them to use. Companies place their products gear, sports drinks, hygiene products, and other products and services, on athletes to promote the purchase of that product.
Sports have become a vital part of the advertising world. As more and more fans are collected for sporting events or the sport itself, companies recognize the new, open opportunities to advertise. Through the use of proper product placement and advertisements with athletes, vast markets are catered to, brand awareness increases, consumer behavior takes shape and loyalty is built, if not only strengthened from a pre-existing association.
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