Huge amounts of celebrity endorsements Apple

In April this year, Baishui County Shaanxi Province contracted with movie star Qing Xu, determining their Apple preparing for image representative, costly. Local publicity department replied: "first endorsement fee is a commercial secret inconvenience Qing Xu revealed, followed by the total figure of $ 12 million is the promotion, including endorsement fees, CCTV publicity costs, high-speed outdoor advertising fees the sum of, the third purpose of this propaganda was to increase white water Apple brand awareness, promoting the white Apple sales, and increase peasants ' income. "(October 19, the Zhengzhou evening news)

To find ways to sell agricultural products for the masses of cadres is good, deserved praise is, but we can see that local people do not appreciate it, said: "I am not in favour of spending so much money on celebrity endorsements", some say: "spending so much money looking for Star endorsement does not pay". Difference in views on why the local cadres and masses so great?

People judge something good, one of the most important was that this thing is not good for them, is there a benefit for them. However, celebrity endorsements Apple has yet to achieve such an effect, as a farmer said: "this year Apple haven't last year high", so, to make people welcome it? was clear of the masses, spend more money, celebrity endorsements, nor cadres take a penny, and ultimately taxpayers, taxpayer, of course, includes these kind of Apple farmers. A farmer put it well, "the wool from the sheep, who ultimately pays? we all know. ”

But why do the local cadres think good? they think Apple must spend a large amount of celebrity endorsements can rise, Wang Yangjun Baishui County fruit industry Authority said: "imagine a kilo of apples are sold more than a dime, for fruit farmers, more than 500,000 tons to something like a no small number. "Do not know how selling a dime under a kilo of apples come from, are star, Apple could sell more money? I'm afraid this is sitting in the Office of wishful thinking, there is no demonstration of research and field survey, if more research, I am afraid that will not reach this conclusion.

Why think good local cadres there is one important reason is that doing so can improve local visibility. Visibility high course is good, but, on many masses speaking, visibility cannot representative dinner, cannot representative livelihood, if visibility high, but masses life is difficulties, such of visibility then high has what significance? on this, farmers also is clearly, some does not on said: "spent so more money find star advocacy is zoned does not to, also than to masses Office some real of thing. ”

From here can see, spent heavily please star endorsements Apple, local some cadres and masses views varies, main of is two aspects of problem, a is masses most value of is cadres for masses real Office some practical things, and some cadres is value of is a local bright of appearance and a local of visibility, in such of thought guidance Xia-do, can does not and masses out of did? another problem is, some cadres like in Office in whimsical, by unrealistic of idea resolve problem.

Thing if done it allows people like, should consider problems from masses of angles, to grassroots and asking people, worshipping masses as a teacher time. If you spend a large amount of celebrity endorsements on Apple about it, can do this, ask farmers to listen to the opinions of the masses, these issues are completely avoidable. But until now, we have seen cost Qing Xu endorsements relevant departments as trade secrets, than foreign revealed that this is in fact not open to the crowd and refuse to listen to the opinions of the masses, so can not divorced from the masses, it can make people welcome it?