Advertisements are everywhere, such as posters, banners, wall paints, bus stop signs, bus TV, subways, buildings and so on. Even traditional leaflets are still flying all over the sky, full of commercial atmosphere everywhere. Walking in the street, flying in the sky, running in the street, hanging on the wall, holding in hand, all kinds of celebrity endorsements seem to have entered the "all-star" era. China's pharmaceutical enterprises have also changed from tabloid era, mechanism era and expert era to "star era"!
Image matching of celebrity endorsements is very important.
People often think that the bigger the star, the stronger the strength of pharmaceutical companies. However, the endorsements of this first-line popular star are basically "collocation", and the temperament, personality, image and brand of the star itself are not well matched and interpreted. It is often the star's demeanor that overshadows the brand of pharmaceutical companies. Consumers may remember this star, but they will forget what drug brand he or she is endorsing.
For example, the slimming tea endorsed by Comrade Degang Guo, an unknown crosstalk performer, has won the popularity of the grassroots and is a classic. Degang Guo, who has a cylindrical figure and shows signs of keeping pace with the times, is hardly associated with slimming tea. It is not enough to consider the popularity of Degang Guo, because the most important thing is to sell goods, and your spokespersons are buckets. How do you convince consumers that your product is feasible? Such phenomena, Tang Guoqiang endorsed an infertility hospital. Imagine that Tang Guoqiang, who has formed a great image in the public mind, has much to do with infertility. The audience doesn't understand, and consumers are more confused. The result can only be ignored and shouted at him.
Therefore, celebrity endorsement of medical advertisements needs to consider the matching degree between celebrity image and products. Take a recent new advertisement of Hong Kong Kong Kong Yi An Ning Pill as an example. Its spokesperson is Xue Jiayan, a senior female artist in Hong Kong. Although Xue Jiayan is not a big-name star at present, at least, as soon as she appears in front of the camera, she can immediately remind people that she is a host and actress often seen on TV. Hong Kong stars endorse heart disease drugs in Hong Kong, and the temperament and image of the spokespersons are very consistent with the products, because Xue Jiayan is also. Being able to do these two things will undoubtedly greatly improve the positive image of products and the market competitiveness of products!