The Companies That Dropped Tiger Woods
Running head: THE COMPANIES THAT DROPPED TIGER WOODS
The Companies That Dropped Tiger Woods During His Scandal Should Not Reinstate Him
Joseph E. Thomas
TUI UNIVERSITY
THE COMPANIES THAT DROPPED TIGER WOODS
Abstract
This paper explores the truth about when a popular athlete such as Tiger Woods makes a mistake or is even just faced with accusations of a crime these moral clauses are revisited extensively, because the end results and affects of such a marketing campaign that includes a celebrity endorsement can be detrimental to a company 's image. This is their way of looking for any and every means to protect themselves.
Let 's not downplay that current market situations indicate that celebrity endorsement advertising strategies can indeed justify the high costs under the right circumstances. However, the importance of a company and the duty that it has to protect its image and reputation that solidifies its brand. By ignoring allegations and credibility issues that are raised by the public regarding a specific celebrity endorser a company does their brand a disservice that can easily affect their bottom line and their message. That is why a company often does not differentiate between an accusation and a guilty verdict when it comes to the credibility of their endorser. This can cost a company millions of dollars. Because of this companies are depending more and more on a moral clause to protect them in endorsement contracts.
THE COMPANIES THAT DROPPED TIGER WOODS
The Companies That Dropped Tiger Woods During His Scandal Should Not Reinstate Him The recent revelation that Tiger Woods has been engaging in not one, but numerous extramarital affairs has cast a dark shadow on a sports figure that has otherwise enjoyed messianic status. Tiger Woods is easily the greatest golfer of his generation, and possibly the best that has ever played. He is also an iconic figure with whom numerous businesses had opted to align themselves. Tiger Woods moves
The Companies That Dropped Tiger Woods During His Scandal Should Not Reinstate Him
Joseph E. Thomas
TUI UNIVERSITY
THE COMPANIES THAT DROPPED TIGER WOODS
Abstract
This paper explores the truth about when a popular athlete such as Tiger Woods makes a mistake or is even just faced with accusations of a crime these moral clauses are revisited extensively, because the end results and affects of such a marketing campaign that includes a celebrity endorsement can be detrimental to a company 's image. This is their way of looking for any and every means to protect themselves.
Let 's not downplay that current market situations indicate that celebrity endorsement advertising strategies can indeed justify the high costs under the right circumstances. However, the importance of a company and the duty that it has to protect its image and reputation that solidifies its brand. By ignoring allegations and credibility issues that are raised by the public regarding a specific celebrity endorser a company does their brand a disservice that can easily affect their bottom line and their message. That is why a company often does not differentiate between an accusation and a guilty verdict when it comes to the credibility of their endorser. This can cost a company millions of dollars. Because of this companies are depending more and more on a moral clause to protect them in endorsement contracts.
THE COMPANIES THAT DROPPED TIGER WOODS
The Companies That Dropped Tiger Woods During His Scandal Should Not Reinstate Him The recent revelation that Tiger Woods has been engaging in not one, but numerous extramarital affairs has cast a dark shadow on a sports figure that has otherwise enjoyed messianic status. Tiger Woods is easily the greatest golfer of his generation, and possibly the best that has ever played. He is also an iconic figure with whom numerous businesses had opted to align themselves. Tiger Woods moves
References: http://sportsillustrated.cnn.com/specials/fortunate50-2010/index.htm http://advertising.about.com/od/celebrityendorsements/a/celebendorse.htm http://en.wikipedia.org/wiki/Tiger_Woods http://advertising.about.com/cs/advertising/a/endorsements.htm