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April 2013

3 things to consider when you consider a celebrity endorser.

For as long as there has been advertising, there have been celebrity endorsers or spokespersons. At some point, I should probably write about the difference between an endorser and a spokesperson. But for now, let’s just talk about some big issues in deciding to use a celebrity in your advertising and in selecting that person. Here are three things to consider: 1. Is this person really a celebrity? Seems like a no-brainer, and it probably should be. But sadly, it is not.You are spending brand capital and budget resources to attach yourself to this person. You are paying them, basically,…

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