Idol product endorsement - Zaizai's income the most impressive (grand)
4/07/2010 11:36:00 AM
kenmouse
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"Celebrity value" has become a major conduit/conductor for consumer marketing. In addition to the artiste's "star level" and topic of conversation, the film's box office or drama ratings are also the most direct indicators for manufacturers in selecting of "casting". In the past 3 months, Zhao You Ting and Ethan Ruan through relying on the"Monga" trend, has met with media every two or three days, and Vanness Wu and Tiffiany Hsu has also become familiar faces through the train of "Next stop, happiness" (Autumn Concerto), whereas Janine Zhang is the Queen of public services activities.
However, the racing around constantly (or appearing in many public events) does not necessarily mean earning more. With a strong foothold in the mainland market, ZaiZai and Joe Chen Qiao En, although rarely attend events as guest of honor, but through one big endorsement/ advertising for Greater China region has raked in a 8 digits reward in advertising revenue, possessing the most grand/ impressive income.
Last year's "Defeated Queen" was hotly popular, and Cheryl Yang appeared in the newspapers everyday, and even Wen Sheng Hao (the drama's 2nd male lead) benefited from it, receiving many invitations as special guest to attend functions. After Cheryl Yang went to China in February to film a new production, the popular craze took a temporary rest.. But she has successfully become the new "ad Queen," taking over many products this year at one go, including skincare, jeans, underwear, electric toothbrush and beverage advertising.
After "Defeated Queen", it was taken over by "Ruffian Hero (Black & White)". Zaizai, since the last quarter of last year until now, has taken over the endorsement for Family Mart Oden, camera, Kang Shi Fu (tea), shampoo and a Mainland apparel brand, a total of five advertising. He was also invited to the GUCCI and Piaget launch event. As a member of F4, ZaiZai is considered to be a high net worth (high status) idol, with advertising market price in Greater China up to 8 digits, and surpassing 3 million (NTD) in Taiwan. Even though only one-third of the year has pass, he already has nearly 45 million (NTD) in revenue.
"B&W" helps to dominate the market, including Zhao You Ting and Janine Zhang. Although Janine Zhang was in Mainland in the second half of last year for 4 months filming, but as soon she returned to Taiwan, her "firepower" was fully launched, with publlicty for endorsements of electrical appliances, skincare products, food, plus attending Chanel show, and also went for several public service activities - very high exposure .
Zhao You Ting from "B&W" to Golden Bell best actor and filming of "Monga", the momentum has been very high, and worth "gains" are the most amazing. In the last six months he took six advertising, with compensation jumping from 1 million to 3 million (NTD), and activity fee has now reached 500,000 (NTD).
Ethan Ruan has two works with high sales/ ratings for two years consecutively, but advertising effectiveness only came out after "Monga". Following a motorcycle, jeans, cosmetics endorsement, his latest "materpiece" is taking over Lipton drink advertising from Lee Hom who was the endorser for 3 years. His modeling background made him a fashion manufaturer favorite among idol stars, with GUCCI, CK, and MARC JACOBS inviting him to participate in big shows overseas.
In fact, manufacturers are not happy to see the same people repeatedly for all the activities, and each time they select a spokesman , there is always the struggle between "exposure rate" and "degree of satiation/ repulsion". To an artiste, endorsement deals are of course easy money to make, but if they want to continue having a foothold in the endorsement market, they need to take time to throw themselves (engross) into work, and continue to produce good works. Or else they will not escape the fate of the eggtart, where excessive exposure lead to promotion ineffectiveness, and that is when manufactures will naturally say "bye bye".
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