Clint Stitser
Informative Outline
1. Play the commercial of Joe Namath selling Ovaltine.
2. Today you will learn about sports heroes in marketing
and their effectiveness in doing so.
3. I plan to teach you the price they demand, their influence, how they are used, and what products they
are good for.
4. After eighteen years of commercials and purchases soon
thereafter, we should all know the power of this topic.
II. Body
1. Athletes are often used as a gain and maintain for the
consumer.
a) The star is often at the beginning to gain our
attention at the beginning and at the end to keep
our focus.
(like Tiger Woods in the Buick commercials)
b) Tennis pro Jimmy Conners is used to gain attention
with his assurance of pain relief by use of
magnets, then we are informed of the product.
C) As you can see our senses are aroused by stars
“secret” pain relief and we want in.
2. The superstars of today also have an incredible
influence over their fans.
a) Men of greatness such as Micheal Jordan have shoes
for sale at up to $115 a pair.
b) People want to dress and look like their heroes,
thus bringing them closer to the hero.
(Story of Hanes Commercial)
c) According to Barbara Schneider-Levy, Nike has
under produced shoes like Jordan’s to be able to
charge so high of a price.(Schneider-Levy, 1997)
d) Another example is stars like Cal Ripken and
Grant Hill wearing shoes in public, immediately
causing an increase in sales of this custom Boot.
3. The average cost of an advertisement for a star is
between $20-$250 thousand per ad or millions per
campaign. (Lockwood, 2000)
a) The numbers prove that this is quite the lucrative
part time job for already rich people.
b) Money is what our society responds to and they
to follow those who have it.
c) Athletes know the worth of their service to
marketing and will continue to be overpaid.
4. “If the shoe fits, wear it” pairing products with the
right athlete is the biggest key to success.
a) President of Toth Brand Imaging claims, “when the
actual celebrity is cool and popular and will use
the product it’s amazing end extraordinarily
powerful, but contradicting attitudes of the
star is bad business, it’s selling out.”(Lockwood)
b) Companies also must be very careful in choosing a
sport and an athlete who will keep the public
happy, i.e. no strikes or criminal records.
c) Polls show differently, “91% said celebrities make
no difference whether they purchase a product or
not.(Bashford, 2003)
d) History of sales shows a constant success of
products that are sold with the marketing help of
sports stars, thus why they are still in action.
III. Conclusion
1. Through use of gain and maintain, money, heroism, and
correct product matching, athletic endorsements are
very successful.
2. No matter how stubborn you may be, through great
marketing techniques and athletes charisma, we will
all be sold at one point or another. (Play commercial)