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I'm sure many corporate VPs with young daughters have purchased Hello Kitty toys - persuaded indirectly. And if the pretty one in a boy band publicly professed to liking expensive mustard sales would soar.

Of course celebs get it free, but these days they also have to sign contracts that exclude controllable competitor visibility whenever in public.

Real consumers are rewarded, though not paid a fee.

You can't be me, I'm taken

by Sven Triloqvist on Tue Feb 14th, 2012 at 10:29:12 AM EST
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For every product or brand there's a group of primary consumers, and multiple groups of secondary consumers with ever-decreasing personal interest and/or leverage on primary consumers.

It's nonsensical to suggest these groups can be equal or equivalent.

And it's not unusual for misguided celebs to damage their own brands through unfortunate endorsement deals, and for brands to have their influence damaged after picking the wrong celeb to endorse.

Advertising is powerful, but it's not infinitely plastic. Beyond a certain narrative stress point the power to persuade breaks down.

by ThatBritGuy (thatbritguy (at) googlemail.com) on Tue Feb 14th, 2012 at 05:06:19 PM EST
[ Parent ]


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