Consumer Motivation: McDonalds

  

  McDonald is a big company that always fulfill human being's need, the advertisement always show how they persuade customers to buy  their products, and I will explain it by the Maslow's hierarchy of needs.

  In the Maslow's theory, all needs should be fulfill one after another. For the basic level, it s the physiological,, they are the basic need that everyone needs. In the McDonald's advertise, they people are alive, and the basic element is need is eat, eat can make me not being hungry. In the advertise, the people are very hungry, so they will find McDonald to cure the hunger. So it can give enough food for the customers.

  The second level is the safety and security, the customers are already have the job and can take care of themselves, so they are already secure because they can take care about themselves. Moreover, the McDonald also have also emphasis the health. In the advertisement, the people who eat food that are not from McDonald is disgusting and not enough at  all, the food are disgusting and make people do not have appetite, thus it is not full enough. However, the man eat the chicken wrap from the McDonald make the people very full, so it is good for the health of people.

  The third level is about the love and belonging, eating in McDonald, it is a place for gathering with friends and relaxation, one of the target group is the youth, so eating in McDonald can provide a place for youth and chatting with each other, enhance the relationship, thus people will have more friends.

   The forth level is about the esteem. McDonald is a popular brand, it is world famous brand, so people who eat in McDonald will feel confident because it is a choice that many people choose, there are a guarantee in eating the food. Moreover, in the advertise, the man who eat in McDonald feel happy and satisfied, so he eat something tasty and fresh, so people will feel cool and rise their esteem.

  The fifth level is the self - actualization. It is about the overall feeling of people, I think people will feel satisfaction in eating McDonald. Moreover, the choice in McDonald have a huge range, thus people will be creative and have a wide range of choice to choose for the food. Besides, McDonald have promote people to make it become the first choice when you feel hungry, so you will naturally think of McDonald while eating, so it maybe spontaneity.

  

Celebrity Endorsement - Tiger Woods

Celebrity Endorsement is a gambling, it will brought large amount of profits to the brand company, but on the contrary, it will bring great lost too, it is very risk. In the following, there are a representable example about celebrity endorsement that result in both profitable and dropping by the advert.

A brand of a watch, TAGHeuer have chosen Tiger Woods as the spokesperson, and his background and image have echoed to the brand identity. Tiger Woods is a world famous golfer, he is well – known and famous, and he is one of the highest – paid athletes in the world, which represented that he is wealthy. In his early career, Woods attending Western High School at the age of 15, he became the youngest U.S. Junior Amateur champion and the record stay for 20 years, later on he graduated at 18 years old (Lawrence J. L. 2006), which means that he is talented in golf, intelligence and hardworking. Later on, Woods won his first major, the Masters, he set the record for the fastest-ever ascent to No. 1 in the Official World Golf Rankings. Moreover, Woods' victory made him become the first player to hold all four major professional golf titles at the same period of time. Thus there are a significant sign of being number one, the leader of golfer, all the titles have proved that he has high ranking and reputation. Besides, Woods broke a large amount of world records, he has won 79 official PGA events (Lawrence J. L. 2006), this signifies his identity, and he cannot be defeated, always being the champion, which means that he is successful.

Besides the golf business, Tiger Woods have set up the Tiger Woods Foundation to promote golf to children, let the next generation understand golf. Furthermore, he also set up Tiger Woods Learning Centre for educate the youth. In addition, Woods have written a golf instruction book which become the bestselling golf book. Due to the foundation and his writing, it means that he have a sense of mission and responsible.

Looking at his appearances, he is very cool and confident, this was what men are looking for. Customers would attracted by Tiger Woods because of his identity, he is attractive in his career, awards and achievements, an icon of getting both virtue and rewards, customers would admire him and buy the product he endorse. In addition, some customers would want to be like him, the characteristics Woods have are the aims of men in the age of 30 – 40, so the garget would possess the persona he have. As a result, it will increase the sales of the brand.

However, in 2009, there are a series of negative news that lead to negative image of Tiger Woods, thus one brand company dropped him, it is the Nike Company. Nike dropped Woods because of inly one reason, it is the scandal about infidelity to his wife, Tabloid newspaper have claim that Woods have an external affair with another women which is a nightclub manager (Maureen C. 2013), this made the citizens doubt about his image. Woods started not appeared in any of the event and his image have already not trust worthy. However, in his sport achievement, it is powerful to prove that he is number one in the heart of golf fans. Since 1996, Tiger Woods become the Nike endorser, he is one of the Nike’s iconic athletes in the world, and thus Tiger Woods has a high reputation around the golf players. Therefore, he helped Nike brought big profit, because he has helped Nike resonate with the customers in the market, and also recruiting other golf players to become the become the tour staff, it can also maintain Nike’s brand accuracy in the golf brand, Woods has a great influences in the brand and without him, Nike may lost the customers of the golf players (Tiger Woods signs new endorsement deal with Nike. 2013). While Woods have an enormous impact toward the selling of Nike, Nike will stand for him while he continue to win through the competitions, Nike believe that the endorsement portfolio can be rebuild. Moreover, using a new celebrity endorsement may need to build the image of Nike and it takes a long time to experiment an unfamiliar person, so Nike stay with Woods can guarantee that there are a group of fans with buy Nike (Kyle P.2013). As a result, Nike sign a new contract with Woods and keep him for many years.

       

References:

l   Lawrence J. L. (2006). Tiger Woods: A Biography. Greenwood Press. USA. Av

l   Tiger Woods signs new endorsement deal with Nike. (2013). Golf week. 17 July Available from: http://golfweek.com/news/2013/jul/17/tiger-woods-nike-new-endorsement-deal/

l   Maureen C. (2013). The night Tiger Woods was exposed as a serial cheater. New York Post. 24 Nov. Available from: http://nypost.com/2013/11/24/the-night-tiger-woods-was-exposed-as-a-serial-cheater/

l   Kyle P. (2013). Report Nike is about too re – sign Tiger Woods. CBS Sports. 3 June. Available from: http://www.cbssports.com/golf/eye-on-golf/22346033/nike-is-about-to-resign-tiger-woods