Tiger Woods Case At The Age Of 20

This bond that is created between the viewer and a celebrity helps understand the effectiveness that endorsements have where marketers have failed. The celebrity builds character in the eyes of the public and that character carries on into the product he is endorsing, and even though a part of the persuasion has to exist in the product itself, but a celebrity uses his status and the character he has built to gain credibility and likeability among the target audience. This character the celebrity transfers to the product is known as the “meaning “(2). The transfer of the meaning to the product goes through three stages. The first stage is in finding the celebrity with the desired meaning that they want to carry to the product this requires casting from the wide world of celebrity endorsers. The second stage is choosing which celebrity embodies the meaning the marketing campaign requires for the product, this stage is subject to expense restraints and availability. After deciding on an endorser stage three is the most complicated stage as in this step the endorser has to be able to transfer that meaning into the product, they have to make this meaning “available to the consumer in a material form”(2), this stage allows the consumer to accept the meaning they are given and accept the product and you use is a tool to build their own character. These three steps not only

Tiger Woods was born with the name Eldrick Woods on December 30, 1975, in Orlando, Florida. Early on, Tiger’s parents, Earl and Kultilda Woods, introduced their only child to the sport he has come to dominate, giving him a sawed-off putter to practice with as soon as he could stand up on his own. At the age of 8, he won the first of six Optimist International Junior World Titles. After perhaps the most remarkable amateur career ever—he won the U.S. Junior Amateur Championships in 1991, 1992, and 1993, and the U.S. Amateur title in 1994, 1995, and 1996—and two years at Stanford University, where he won the NCAA title, Woods turned pro in the summer of 1996.

The athlete can be trusted – We have numerous examples of athletes that have embarrassed the companies that they endorse. The largest and most recent is Tiger, but even mom-and-pop stores need to do their due diligence before they sign an endorser. Nike could sit back and weather the storm, but smaller companies might not be able to. (Miller)

In thirteen years of golf, Tiger Woods has made over a billion dollars making him the highest paid athlete ever. He has been the highest paid athlete now for five years in a row. We all know that many people in the world watch him play every weekend and admire him, but is the amount of entertainment he provides really worth 128 million dollars a year? Tiger is only one of many professional athletes who are extremely overpaid. “People forget that sports is entertainment,” says Leonard Armato, a sports agent. Although professional athletes provide entertainment for millions of viewers around the world, they are overpaid because the millions of dollars that they make could be distributed more evenly throughout society and go to things of a

Companies are very selective when choosing a celebrity to endorse their product because they know the person is a great candidate for them to sell their product to the consumers. Before the company signs on the celebrities to endorse their brands, the companies need to make sure that these celebrities meet three basic qualifications.

Nike, Inc. sought professional athletes to endorse their athletic shoes and in 1985 contracted with Michael Jordan. Michael's success in sports and his endorsement of a personalized Nike brand brought in over $100 million in the first year (Kotler & Keller, 2009). Nike has continued to market successfully with their "Just Do it" campaign and their targeting women athletes.

Initially, Tiger Woods seemed to have it all: multiple golf tournament wins, endorsements from big names like Nike and Gillette, the wife Elin Nordegren, and two young kids. Life was going so well that the car accident Woods had on the day after Thanksgiving 2009 and subsequent infidelity scandal came as a shock; a shock not just to the golf world,

He won the Optimist International Junior World Championship six times at the age of eight, nine, twelve, thirteen, fourteen, and fifteen. At age fourteen, he competed in a Tournament in Paris, France and was named the Southern California Player of the Year. At fifteen, he was the youngest ever to win the U.S. Junior Amateur Championship and repeated as champion the next two years, the only player to have accomplished this feat. That same year he won the AJGA player of the year award, the Golf Digest Player of the Year, the Titleist-Golfweek National Amateur of the Year, and was named a first team Rolex Junior All-American. At age sixteen he won many of these same awards, and participated in his first professional event, The Nissan Los Angeles Open, and won the first of his three successive Golf World Player of the Year Awards. At the age of 17 he won the Dial Award given to the top national high school male athlete for 1993. That year he also accepted a full scholarship to Stanford University, an honor reflecting not only his tremendous golfing ability but also his academic achievements.

As their products are not so different, Nike differentiated itself by creating and marketing well designed athletics and non-athletic footwear and clothing. The company managed to distinguish and establish its products by using a different marketing approach from its competitors and by improving its brand identity and consumer awareness. However, in 2006, its two rivals merged to get a 22% market share while Nike had 36%. The organisation, then, developed a new strategy to get ahead its rivals. They coupled sport icons such as Michal Jordan to endorse the brand and it was such a success that they decided to use Tiger Woods, the no.1 golf player, to introduce its new golf apparel and equipment. The association of a motivational slogan "Just Do It" with athletes that emphasize competition, fitness and sportsmanship, helped the company to position its product on the market as being of high-quality. The advantage Nike has is the competitors' incapacity of replicating its quality products and benefits. Moreover, the company is always trying to introduce new product in the market which help them staying ahead while giving a positive

Nike started with track shoes and later on running shoes. In the 90s, as the US hosted the World Cup of soccer, advisers suggested Nike tap the huge worldwide soccer shoe and equipment market (The Independent, 2004). Previously, it has successfully controlled 50% of the $35 billion basketball shoe segment, while the golf market has been penetrated with the help of Tiger Woods, a long-time endorser (Katz, 1994).

Celebrity endorsements are one of the most famous methods of marketing used today. Celebrity endorsers are being used in about 25% of all the advertisements that we can see on the television. Marketers are investing large sums of money to have a contract with the celebrities as they believe that celebrities can affect the chances of success of a product. (Erica Weintraub Austina*, 2008) Kiakati

Celebrity endorsement is a billion dollar industries today (Kambitsis et al., 2002) with companies signing deals with celebrities hoping that they can help them stand out from the clutter and give them a unique and relevant position in the mind of the consumer. According to Solomon (2002), the reasons for using celebrity endorsement involves its potential to create awareness, positive feelings towards their advertising and brand. Research has shown that celebrity endorsement can have an impact on the consumer’s attention, recall, evaluations and purchase intentions (Atkin and Block, 1993), Celebrity endorsement is a widely used tactic in marketing and much research

According to the “Sweatshop Fact Sheet,” Tiger Woods is paid over fifty five thousand dollars a day to be their spokesman. Another famous person that is a spokesman for Nike is Michael Jordan. According to the article “Running Away With the Profits,” (Environmental Action, Academic Search Elite), Michael Jordan is paid twenty million dollars in endorsement fees. Big name sport teams advertise Nike to appeal to the common person.

Nike's management's bet on celebrities marketing. These athlete celebrities including Michael Jordan and Tiger Woods had introduced and placed Nike and its

Some of Gillette spokespeople such as tiger woods have run into controversy after becoming endorsers for the brand. Does this hurt Gillette’s brand equity or marketing message? Explain.