Sports Advertising Essay Example | Topics and Well Written Essays - 3000 words

Sports Advertising - Essay Example In spite of the extensive use of athletes as product or brand endorsers, there is a relative be short of published research that examine the power these athletes may have on a objective market. Further, it remains questionable as to whether or not celebrity endorsers really make a difference on the bottom line for advertisers. According to the experts those reported that only one out of five profitable that built-in celebrity endorsers met advertisers' planned prospect. Researchers have finished that celebrity endorsers may not have "linked" or recognized with the intended target market. One can quarrel that this may occur since the celebrity endorser lacked recognition and perceived knowledge with the target market (SLACK, 1996, 48-69). Perhaps one of the mainly significant and sought after target markets for advertisers today is one that represents huge possible yet substantial challenges teenagers. At present, teenagers have been confidential as a part of age group Y those persons born among 1977 and 1994. A current subject of the Journal of Advertising Research tinted and identified the possible and yet confrontation of Generation Y to marketing labors. Authors in this particular subject discussed this require with a call for additional research to recognize the incentive and behaviors of this significant group. This require for research may be chiefly obvious in sports and sports marketing. For years, expert sports such as main league baseball have effort to attract a younger audience to its moribund fan base (CORNWELL, B. 1995, 13-24). Additional lately experts discussed be short of research on the female market for sports marketers. As the passage of Title 9 in 1972, a federal permission to give equal athletic opportunities for men and women, these women, of whom a big group belong to Generation Y, represent an enormous market for sports, sports marketers, and sports celebrities. Though, this main market may be the least investigate section by sports organizations and sports marketers. Do sports celebrity endorsers act as role models to females plus, if so, can they power this segment's purpose and behaviors (CORNWELL, T. B., 2001, 1-52) Hence, the objectives of this reading are to: (1) travel around the notion of sports celebrities as character models for Generation Y, (2) look into whether or not sports celebrity role models pressure this generation's meaning and behaviors, and (3) explore the power of sports celebrity role models (DASGUPTA, P. 1989). Background According to the expert analysis which emphasized that the youth market is one of the mainly coveted of all section due to their: (1) spending power, (2) ability to be trendsetters, (3) receptivity to new products, and (4) tremendous possible for becoming life span customers. On the other hand, others highlight that Generation Y is one who is opposed to advertising efforts, unusual, and anti-corporate. Despite these apparently opposite perspectives, researchers and practitioners argue that this group is an easier aim to market to since they have grown up in a customer oriented society. According to Rob Frankel, writer of The Revenge of Brand X (2000), "... Gen Y is less entrenched in customary social