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IU vs Kim Yuna: is the less expensive spokesperson better?

In the world of advertisements, CFs, and billboards, fans are questioning whether or not stars that command high endorsement fees produce successful impacts. Such reasoning doesn’t seem to work in the advertising industry. Rather than stars who require high endorsement fees, those who require relatively lower fees are in fact producing stronger advertising impacts.

In February 2011, popular solo singer IU and Olympic gold-medalist figure skater Kim Yuna were both chosen as models for Samsung Anycall’s Galaxy S series, endorsing the ‘Hoppin’ and ‘Wave II’ models respectively, but reactions to their endorsements differed significantly.
Fans who have seen the commercials responded, “No matter how we look at it, as IU receives attention from her uncle fans, she emerges as the winner in this series of advertisements,” and “The nation’s little sister is now IU.”

According to sources from the industry, IU is worth 200 million won ($185,000 USD) in endorsement fees, while Kim Yuna is worth almost 5 times more, at 1000 million won ($925,000 USD).

Kyung Won Sik, Director of Korea’s Consumer Mind Strategic Research Institute, explained, “If there is double casting of models, inevitably, such a phenomenon will occur,” and “even though you may be advertising for just one brand, from the consumer perspective, their preferences for CF models and content will be divided.”

Source: Hankyung News and We Heart IU via KoreaBoo

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