Multilingual Business Communication

April 9, 2009

The power of endorsements

Filed under: Elisa Van Peteghem, internship — meertaligebedrijfscommunicatie @ 2:08 pm


For my internship at the city of Ghent, I will have to work as a communication assistant in the build-up to the annual Accenta fair, which takes place at Flanders Expo in September. At the fair, all sorts of leisure activities will be displayed. The city of Ghent, a partner of this event, has chosen the Turkish region Izmir as the fair’s central theme. Zeynep Sever, current Miss Belgium with Turkish roots, will promote the fair and more specifically the area of Izmir.

Organisations and companies are frequently tempted to engage in million dollar deals in order to let a celebrity promote their products. This approach is often succesful, as media campaigns using a well-known face receive a lot of attention. However, de Standaard recently published the results of a Mediaedge research which proved that the testimonials of famous people are not always effective. Three key rules should be remembered:

1. the celebrity should be trustworthy;

2. the celebrity should be likeable;

3. there has to be a connection between the imago of the celebrity and the product he or she is promoting.

I personally think that Zeynep Sever meets all three requirements but of course, we will have to wait until September to see whether the cooperation with Miss Belgium has paid off.


1 Comment »

  1. I agree with you on the three elements that are necessary for effective promotion. A few months ago, Pizza Hut was able to get Tia Hellebaut to promote their pizzas in a television campaign. I was very annoyed that she agreed to do that kind of ‘favour’. There is no connection at all between her image as a sportswoman and greasy pizzas. You would believe that sportsmen pay a lot of attention to a balanced diet and I just could not accept that Tia had betrayed her own personality as a sportsfigure for money. Today, she is no longer promoting the pizzas but the salads, so she has improved in a way.

    Comment by Wouter Deconinck — April 9, 2009 @ 2:32 pm

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