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Celebrity Marketing

Celebrity Marketing. Valuable Dead or Alive. Marketing Celebrities is Big Business. The “Cult of Celebrity” has gained real power in the US for many reasons Accessibility, reality TV, information available on the web, and the need to escape everyday life. Valuable Dead or Alive.

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Celebrity Marketing

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  1. Celebrity Marketing Valuable Dead or Alive

  2. Marketing Celebrities is Big Business • The “Cult of Celebrity” has gained real power in the US for many reasons • Accessibility, reality TV, information available on the web, and the need to escape everyday life

  3. Valuable Dead or Alive • Corbis, a digital imaging company founded by Bill Gates, owns the rights to images of: • Andy Warhol, • Albert Einstein • Steve McQueen • CMG Worldwide owns the images of: • Marilyn Monroe • Babe Ruth • Jean Harlow • Rosa Parks

  4. Forbes Top-Earning Dead Celebrities • The estates of celebrities on the Top-Earning Dead Celebrities list collectively earned $247 million in 2006 • A star needed to make at least $7 million to be on this list • Kurt Cobain • Elvis Presley • Charles M. Schulz • John Lennon • Albert Einstein • Andy Warhol • Dr. Seuss (Theodor Geisel) • Ray Charles • Marilyn Monroe • Johnny Cash • J.R.R. Tolkien • George Harrison • Bob Marley

  5. News and Specialty Sites Cash in On Celebrity Death

  6. The Death of Michael JacksonNews, good or bad, is an opportunity • Pepsi changed current marketing to tie to Michael’s death • Fellow artists trying to capitalize on Michael’s death • Other Businesses Tried to Benefit Directly • Rhapsody and Amazon both set up sites where customers can buy tracks and albums of all of Michael’s music • Bing Travel Team established a travel guide called ”Remembering a Thriller: Places to Pay Tribute to the King of Pop” encouraging people to travel to these locations

  7. Do Celebrity Events Get Attention? • News of Michael Jackson’s death caused severe internet traffic • Servers and systems on some sites pushed to their limits causing multiple sites to go offline • Google describes the traffic as "volcanic.“ • Contrary to some reports the internet did not reach the highest traffic levels ever • The total load on the internet was about half that of Obama’s election win

  8. Top 10 Yahoo Searches of 2008 • Britney Spears • World Wrestling Entertainment • Barak Obama • Miley Cyrus • RuneScape • Jessica Alba • Naruto • Lindsay Lohan • Angelina Jolie • American Idol

  9. Long Live the King of

  10. References • http://www.market-research-report.com/datamonitor/DMCM4607.htm • http://www.marketingcharts.com/direct/celebrity-branded-wines-thrive-in-us-market-3747/ • http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1330351 • http://www.venturerepublic.com/resources/Branding_celebrities_brand_endorsements_brand_leadership.asp • http://www.theinsider.com/galleries/2304844_Farrah_Fawcett_1947_to_2009 • http://www.msnbc.msn.com/id/31571590/ns/business-us_business/ • http://www.mediabankers.com/PDF/DeSilva%20+%20Phillips_Celebrity%20Media_%20White%20Paper%203_09%20--%20by%20Ken%20Sonenclar.pdf

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