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Fall 2016 People exposed to ads with beautiful bodies and sexy poses get numb, ZOMBIES! Fall 2016 THE VAMPIRE EFFECT: WHEN DO CELEBRITY ENDORSERS HARM BRAN RECALL? Carsten Erfgen, Sebastian Zenker , Henrik Sattler Celebrities even might overshadow the advertised brand, such that consumers remember only the celebrity, not the brand (Belch & Belch, 2008; Rossiter & Percy, 1987). Practitioners refer to this overshadowing as the vampire effect of celebrity endorsers. The vampire effect can be seen as a special case of an overshadow effect. Such overshadowing effects have been investigated in domains such as sex or humor, that is, whether advertising containing humor or sex might impair recall of an advertised brand. Fall 2016 THE RISK OF VAMPIRE EFFECT IN ADVERTISEMENTS USING CELEBRITY ENDORSEMENT Kuvita, T., Karlíček, M. (2014) In the struggle for attention and getting their message through to the target audience, marketers often use so-called attention-getting devices (AGDs) No general definition of the term vampire effect is provided in academic literature A difficulty in identifying these “vampires” in advertising lies in the fact that any image used in an advertisement has a risk of taking away the attention. Vampire effect in advertising is an important issue, since the occurrences of it may be quite hard to predict. Fall 2016 Celine Dion’s endorsement by Chrysler After signing a three-year contract with the singer for $14 million, the company soon realized that effectiveness of celebrity endorsement turned out to be a disaster. Fall 2016 The Dark Side of Sweetness Caribu bitter chocolate from a Peruvian ad agency Fall 2016 Selected two advertisements (a bland and a sexy one) for two competing coffee brands, Illy and Lavazza. 96% of the participants remembered the Illy brand, 50% for the Lavazza Only 7% of the participants clicked on the Lavazza logo, 65% on the Illy logo Fall 2016 Marketers can do at least three things to reduce the vampire effect. Use “matching” celebrities. The key to successful endorsement outcomes is celebrities that match the brand’s essential qualities. Pick celebrities with “lower-risk lifestyles.” While it is impossible to control the behavior of any person 24/7, using a celebrity that engages in questionable behavior is a recipe for disaster. Build longer-term partnerships. For most brands, the benefits of endorsement occur when the celebrity comes to be associated with the brand just as much as the brand is associated with the celebrity.