Slideshow
Tuesday, December 8, 2009
Hilary's A Femme
Monday, December 7, 2009
Pretty Woman for Lancome
Lancome has the right pretty woman for their new ad campaign. Famous A-list actress Julia Roberts has been named as a "Global Ambassador" for Lancome. As soon as Reese Witherspoon was given the title, Avon's sales increased 6 percent in less than 2 months. It will be interesting to see if the face of Julia will have a direct impact on sales. While Kate Winslet and Anne Hathaway have been faces of the brand, Roberts is the first ambassador for the entire Lancome brand.
Sunday, December 6, 2009
And All That Jazz
Thursday, December 3, 2009
Tiger In Trouble
Woods sponsorship and endorsement deals include Gatorade, Accenture, AT&T, EA Sports, Gillette, Nike and NetJets. Thus far Woods’ sponsors have not commented on his status with them. However, Bank of America said it will continue its talks about taking on a broader role with the Tiger Woods Foundation.
Monday, November 30, 2009
50 Cent Meal at Taco Bell
Taco Bell recently suffered from the wrath of a celebrity after using 50 Cent in an ad campaign without telling him about the mention of his name. The fast food company tried to use 50 Cent in an advertisement, a comic letter addressed to 50 Cent, asking if he'd change his name to 79, 89 or 99 Cent in promotion of the chain's low-cost menu. The rapper sued Taco Bell for $4 million due to the fact that he was being used to endorse the fast food without his knowledge. Customers also thought that he had "sold out" due to the widespread endorsement, which is not favorable for either the credibility of the endorser or the brand.
Sunday, November 29, 2009
FTC Disclosure Policy Effective Dec. 1
Wednesday, November 25, 2009
Oprah: The Queen of Celebrity Endorsers
The famous talk show host Oprah Winfrey, also the first African American woman to become a billionaire, just announced that next year she will step down from her talk show after 25 seasons. This is no better time than to look back on Oprah’s accomplishments, especially as the queen of celebrity endorsers. Her most recent successes include the voicing the Eudora, the mother of the first African American Disney princess, Tiana in The Princess and the Frog, and producer of the successful film, Precious.
Each week 44 million people tune into The Oprah Winfrey Show, making any product she recommends increase in sales. On Oprah’s Favorite Things, she features her product selections during the holiday season and offers these products as gifts to members of the audience. It is estimated that about 20 companies “strike gold” after being featured on her annual Favorite Things episode. In 2004, for example, “We Take the Cake” bakery shop was on the verge of bankruptcy until it was featured on the show. Soon after the feature, ten thousand cakes were sold and it became a million dollar business that sells high-end wedding cakes that sell from $5,000 to $20,000. In 2002 and 2005, Oprah recommended Garrett’s Popcorn in Chicago. After the first feature, sales in the month of December increased 100 percent and the company went from making the popcorn from 8 hours per day to 24 hours per day. Last year, when Oprah recommended Amazon’s wireless reading device Kindle, the gadget was sold out during the rest of the 2008 holiday season. Oprah’s Book Club, established in 2006, has also turned her books of choice into New York Times best sellers.
Tuesday, November 24, 2009
Nikon: Ashton's Picture Perfect
Ashton Kutcher, the former star of That 70s Show and host of Punk'd, is the new face of Nikon cameras. It is interesting to note that the url for the COOLPIX camera is: www.ashtonscoolpix.com. The new Nikon camera is sleek, fashionable and colorful. Kutcher is trendy enough to promote the COOLPIX model, especially with is connection to Twitter. The celebrity is a frequent user of Twitter, which he is currently used to promote Nikon’s Film Festival, “a user-generated content contest for people to submit "a day through your lens" video for the chance to win $100,000.” In his short video, Kutcher documented his trip to Africa with his wife, Demi Moore. Kutcher has four million Twitter followers, which Nikon is clearly using to its advantage.
Sunday, November 22, 2009
Release Your Inner Rock Star
After much exposure during the VMA Awards and her latest tour, Taylor Swift is now an endorser for the Band Hero video game. In her new commercial, Taylor Swift performs alongside Rivers Cuomo from Weezer, Pete Wentz from Fall Out Boy and Travis Barker from Blink-182.
Wednesday, November 18, 2009
Celebrity Smells Like Success
Saturday, November 14, 2009
NYU & Star Power
Wednesday, November 11, 2009
Rihanna's Tarnished Image
Tuesday, November 10, 2009
Reese Witherspoon: America's Sweetheart
Monday, November 9, 2009
Star Power & Women's Fashion
In addition to the Anna Sui Target clothing line, which was featured as a tie in with the hit show, Gossip Girl, this same marketing technique was used with Mad Men. Banana Republic sponsored a chance to win a walk-on role in an upcoming episode of Mad Men, which would come with a $1,000 gift certificate prize to the store, which carries classic workplace wardrobe items, like the white shirt and pencil skirt, styles which are often worn on the show.
Saturday, November 7, 2009
Jay-Z, Vera Wang and Serena Williams Rejuvenate Hp's Image
For a long time, Hp has dominated the computer industry with printers, but now Hp is seeking to renew interest in its laptop computer. The new Hp ad campaign entitled: "The Computer is Personal Again," seeks to rejuvenate a stagnant brand. Although they are all famous celebrities from different industries, Jay-Z, Vera Wang and Serena Williams are strong figures to add personality to the vague and ambiguous idea of the "personal computer." The ad campaign is also unique because it avoids the vampire effect, so that the commercial focuses on the product itself rather than on the star. In fact, for the entire commercial, the viewer cannot see the star's face. This is an innovative marketing technique on the part of Hp in creating a way to draw upon the celebrity's star power without drawing away from the product itself.
Jay-Z, the "CEO of Hip-Hop," uses his Hp laptop to store his new song, photos of his Rockawear ad campaign and vacation photos. He'll use the computer to design the new Brooklyn arena for the New Jersey Jets with architect Frank Gehry, organize his world tour and track his investments.
Tennis star Serena Williams, the "Belle of the Ball," uses her Hp computer to store photos of her tennis matches or to check out her competition. She listens to music, designs her new video game and fashion design with Nike, and video chats with her friends.
This ad campaign was a truly creative and innovative way to use celebrity endorsement. Not only does it strengthen Hp's brand image and rejuvenate the idea of the personal computer, but the commercial makes the viewer believe that they are credible users of the product.
Friday, November 6, 2009
The Celebrity and the iPod Revolution
Since the Apple iPod’s release in 2001, it has become the most popular mP3 player in the United States. The iPod now stands as technology that has transformed the music industry and how people listen to music. Aside from the allure of the iPod models’ remarkably small size, but large storage capacity, Apple’s commitment to direct marketing, personal selling techniques and maintenance of public relations, has caused the iPod to achieve success unparalleled by rival mP3 players. It is with the marketing strategies of Apple that strengthened iPod sales and put these small music players in the hands of people everywhere.
The “Silhouette” advertisements not only feature popular songs, but celebrities Mary J. Blige, Coldplay and Eminem, performing their popular hit songs. Other commercials for “iPod + iTunes” have featured musical legends, such as Bob Dylan singing “Someday Baby” and Paul McCartney singing, “Dance Tonight.” It is important to note that the commercial, which does not seek to offer product details, is designed to create desire for participation in the experience that the iPod provides, often capitalizing on the glamour of featured celebrities. The ability to use classic music legends like Dylan and McCartney, creates a sense of source attractiveness, that immediately increases the “likeability” of the iPod, especially for fans of these musicians.
Wednesday, November 4, 2009
Because Bill Gates Said So
A new Adweek Media/Harris Poll that surveyed 2,186 adults says that 37%, almost 2 in 5 adult respondents, find U.S. business leaders to be most persuasive when they endorse an ad. On the other hand, 39% found that endorsements by former politicians were the least persuasive.
Bill Gates for Coca-Cola
These shifts in the figures are so significant because the affected target audience for the business and political endorsers seem to change with age. According to Table 1, athletes and television/movie stars, however, which combined constitute up to about fifty percent of most persuasive forces, do not seem to change over time. This may very well suggest that celebrity endorsements, either the athletes or television and film stars, are not solely targeting a young audience and have an enduring power to persuade regardless of the person's age.
Tuesday, November 3, 2009
Blonde Ads Gone Wrong
Sunday, November 1, 2009
What Drives Edward
According to Adweek, Volvo has also used the Twilight hit to advertise. Like Burger King, Volvo made a deal with Summit Entertainment to feature their XC60 model as Edward Cullen’s car. In fact, Doug Speck, president and CEO of Volvo Cars of North America stated that, “Volvo is central to Edward’s character in the Twilight saga,” clearly putting the product at the forefront of the plot.
Volvo has launched a contest where fans of the film can enter to win the chance to meet Robert Pattinson and the rest of the cast during the L.A. premiere of the movie later on this month. Last year, Volvo spent $50 million on media. The Ad Week article suggests that the ads are intended to target mothers who would buy the Volvo for their Twilight obsessed tween daughters.
On the "What Drives Edward" website, there are also video clips of the "New Moon" Trailer and photos of the characters. It is almost as if the website is also targeting an audience that isn't familiar with the movie series. Also, I think that this ongoing Twilight ad campaign is very interesting because this is the first time I can recall that such a wide variety of companies have actively sought product placement in a popular film.
The Twilight Volvo is the top banner ad on You Tube.
Thursday, October 29, 2009
Celebrity Power
As I have continued to investigate the nature of celebrity endorsements, I have been exploring what actually gives the celebrity his or her power. According to P. David Marshall’s Celebrity and Power: Fame in Contemporary Culture, the celebrities are able to assert their power because they are so well-known, thus creating a “definable and publicizable personality” (11). This is not just the ability to harness a great deal of attention and popularity, but the fact that the celebrity becomes a “valued human identity,” which possesses convertibility of value. In this way, the celebrity is conceptualized as “pure exchange value points.” (19).
It is rather difficult to assess what "power" really means, however, Forbes breaks this system of ranking down according to pay scale by the million, web rank, press rank and television rank. According the the chart below, it is shocking to see that Angelina Jolie ranks first, when she earns $27 million, in comparison to Oprah's $275 million and Madonna's $110 million. However, the Forbes ranking suggests that it is not wealth that is power, but the sheer amount of force that a celebrity predominates the media landscape. With a web rank and television rank of 3, and press rank of 5, it is seen that Angelina draws her celebrity power from the frequency by which she is in the public eye. The Forbes video indicates that Angelina has not only starred in various films, but she has appeared on a record number of magazine covers, constantly in the media for her relationship with Brad, her children and her philanthropic work here and overseas.
This is an interesting point of analysis as people often believe that it is wealth that contributes most to power. Jolie's high rankings is actually a testament to the fact that consumers don't just want a pretty face, but look for that unique and engaging personality, which I previously referred to as "valued human identity." In fact, the Forbes video mentions that the Rihanna and Chris Brown controversy kept the young pop star in the media, but not for very long. Due to the fact that Jolie is able to create interest for a prolonged period of time, she possesses that power that is central to an effective media endorsement.Name Pay ($mil) Web Rank Press Rank TV Rank 1 Angelina Jolie 27 3 5 3 2 Oprah Winfrey 275 4 8 2 3 Madonna 110 9 6 8 4 Beyonce Knowles 87 2 20 16 5 Tiger Woods 110 54 4 4 6 Bruce Springsteen 70 32 19 25 7 Steven Spielberg 150 48 26 48 8 Jennifer Aniston 25 6 30 21 9 Brad Pitt 28 11 7 6 10 Kobe Bryant 45 53 10 15