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. Celebrity Endorsement Deals Gone Bad

Started by Kate , author of LoveandKnuckles 1/13/2011 11:34:49 AM


Doesn't it seem like the mark of true success in the entertainment industry is to get an endorsement deal with ProActiv? Who knew so many people with facialists, makeup artists, and dermatologists and plastic surgeons on speed dial had acne issues?
Again, who are the people that actually buy Jennifer Lopez tracksuits, Antonio Banderas cologne or the Brooke Shields La-Z-Boy recliners? Do you know them?
Advertising Age just conducted a survey about the success of celebrity endorsements and found they are surprisingly ineffective compared to non-celebrity advertising. In fact one-fifth of celebrity ads hurt advertising effectiveness. "From Tiger Woods to Donald Trump, we found that with rare exception, celebrity endorsements were largely ineffective and failed to yield the benefits popular wisdom promises."
For example, word on the street is Jennifer Aniston's perfume is not doing so well either. Despite claiming she spent time in the lab making sure the scent was just perfect she has done virtually no promotion. So the company who manufactured the product has been left scratching their heads. Doesn't everyone want to smell just like Jennifer Aniston? Here is the problem. Her scent is supposed to be 'natural and clean'. What people found was that if they just jump in the shower and use this incredible product called soap they can actually smell 'natural and clean' without having to fork over $70.
I think I should get an endorsement deal. Sure, no one really knows or cares who I am. But I can probably do just as an effective job as one of these celebrities. I think Party City should give me a chance.
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