Text/Fan Dengcai Zhen Mu Wang If you were an advertiser and looking for an image spokesperson, would you choose a "copywriter star"? They are very cheap. The internet was full of such news the other day. Today, there is no news about "Mei Mei Bao Million Endorsement" on the search engine. But in any case, even if this is a farce of hype, it still puts forward a topic worthy of consideration for advertisers: how should advertisers choose when stars can be copied? Which advertisers can choose to copy stars? Which products will be more cost-effective by copying stars? What is the use strategy of copying stars? ..... This series of problems need our rational treatment and thinking. I have a famous plastic surgeon friend, who is easy to get into trouble. He told me that if you want to turn one person into another, you can do it with a certain amount of money and time. They often break almost all the bones on a person's face, so it is entirely possible for ordinary people to become stars. This is also the reason why Meimei Bao's news will cause an uproar in the celebrity circle. The faces that stars have worked so hard to make can be portrayed under the knife of plastic surgeons. Originally, the endorsement fee of 4 million a year, people only need 6.5438+0 million in five years (maybe less in the future) to grab their jobs. This is of course a rather sad thing. Unfortunately, the current laws and regulations and insurance patents can't protect or register human faces, so I have a hunch that the news of Meimeibao may inspire quite a few people to be clone stars, so the choice of spokespersons may really have a bigger category in the future. The biggest advantage of choosing a copywriter is of course to save money, but when we discuss this matter, we must first think of risks. I think advertising mainly considers the following risks: first, the real star's Jedi counterattack. Stars may form alliances to crack down on plagiarism of stars and their endorsement products. Even if there is no legal basis, stars can easily use their influence and publicity channels to clarify the incident of copying celebrity endorsements. They don't have to denounce or sue, but just express disappointment and hurt, which is a great blow to a product that pursues influence and word of mouth. Secondly, it is difficult for replication stars to carry out integrated marketing activities of advertising follow-up. These people just look like stars, but their supporters and talents are not available. Now the spokesperson strategy has become the core of integrated marketing, and it is impossible to accomplish this arduous task by copying stars. Third, be careful to copy the negative news of stars. Because he is a clone, even with the support of merchants, he can't really turn them into stars. And people who can make such extreme behavior, it is difficult for you to have higher requirements and expectations for his cultivation, patience, speech and media literacy, so it is inevitable to get into trouble. Of course, there are also many products suitable for replication stars. After all, the development of all enterprises has a stage. If the short-term accumulation of enterprises is the top priority at present, entrepreneurs are willing to take risks and try the power of stars, but they might as well give it a try. But I see that the risk in this matter is quite serious. I saw a simple persistence and deja vu in Meimeibao's eyes. The last time I felt this spirit was in Sister Furong's eyes. Source: Market Watch magazine,No. 10, 2007.