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The Boost or Bust Factor of Celebrity Endorsement

The Boost or Bust Factor of Celebrity Endorsement. By: Mark Sampang Valerie Fry. Boost Factor. Adds personality to the product Instant glitz Glamour Charm Sex-Appeal Aspiration for the consumer. Boost Factor. Ex) Fern Britton – Ryvita’s Minis and Crispbreads / Bikini Fit Challenge.

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The Boost or Bust Factor of Celebrity Endorsement

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  1. The Boost or Bust Factor of Celebrity Endorsement By: Mark Sampang Valerie Fry

  2. Boost Factor • Adds personality to the product • Instant glitz • Glamour • Charm • Sex-Appeal • Aspiration for the consumer

  3. Boost Factor • Ex) Fern Britton – Ryvita’s Minis and Crispbreads / Bikini Fit Challenge. • Promoted healthy eating, exercise, and weight loss • Well-known, well-liked, great sense of humor • Candid, open, honest, respected by Ryvita's target market

  4. Bust Factor • Negative Media: • Ex) Gastric band operation to help her lose weight two years earlier • Result: • Loss of credibility and trust • Ryvita was still supportive

  5. Bust Factor • Ex) Sharon Stone – Dior • Negative Media: • Ex) Interview stated she believed China's earthquake was “karma” for the way they have treated Tibet • Result: • Dior pulled all ads in China featuring her

  6. How to Choose a Celebrity for Your Brand? • Personal story fits the brand • Credible • Believable • Natural to the product • Connects with consumers • Creates aspiration • Ex) Melanie Brown– with lingerie manufacturer Ultimo • She got herself back into shape after having her second baby • Genuine aspiration for Ultimo's consumers

  7. How to Choose a Celebrity for Your Brand? • Ex) P Diddy – Sean John Unforgivable with Estée Lauder • Credibility • Aspirational • Sexy • Glamorous • Achieved top sales position when launched

  8. Why do brands put themselves at risk if celebrity lifestyles are scrutinized and exposed in the media?

  9. Any Questions?

  10. Work Cited • http://www.independent.co.uk/news/media/the-boost-or-bust-factor-of-celebrity-endorsement-890010.html (Article) • http://www.independent.co.uk/news/media/the-boost-or-bust-factor-of-celebrity-endorsement-890010.html?action=Popup (Fern Britton Pic) • http://shanghaiist.com/assets_c/2009/09/sharon_stone-thumb-306x450-437870.jpg (Sharon Stone Pic) • http://www.youtube.com/watch?v=Vc3BlOTFfiQ (Sharon Stone Dior) • http://www.zimbio.com/pictures/edZShjWHmYA/Melanie+Brown+Catching+Flight+Heathrow+Airport/1VXjhjqWO4p/Melanie+Brown (Melanie Brown Pic) • http://amythibodeau.files.wordpress.com/2007/10/unforgivable_woman.jpg (P Diddy Pic) • http://www.youtube.com/watch?v=EzUpy4MMNho (Unforgivable Ad)

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