Brands risking celebrity saturation
Article Abstract:
The use of celebrities rather than models in promoting hair and makeup brands is reaching the point of saturation. While cosmetics companies admit that there are too many celebrities endorsing brands in the market, they explain that the trend offers several benefits to brands. According to these companies, using celebrities is effective in targeting youth. In addition, compared with models, celebrities offer more tangible recognition, perceived accessibility, have certain attributes that apply to brands and offer more return for marketing expenditure.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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'Lion King' marketing starts to soar
Article Abstract:
Mirvish Productions and Rogers Media have started advertising campaigns for the musical 'Lion King,' which will be played in Toronto, Ontario, in Apr 2000. Mirvish has launched the third phase of a C$2-million pre- production campaign that will coincide with the start of single ticket sales. On the other hand, Rogers Media came up with its own multimedia campaign, showing how its cable, Internet, Cantel AT&T and VIP discount program customers can benefit.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
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Laundry tabs set to fight dirty war
Article Abstract:
Jeff Jacket, brand manager for Sunlight Tabs, a laundry detergent in tablet form, says the product is geared towards loyal Ultra Tide users. Tabs will be launched in the middle of May 2000, more than a month ahead of a similar product from Procter & Gamble, the Tide Rapid Action Tablets. The Tabs launch is supported by two TV ads and a sample drop to 1.5 million households across Canada, particularly households loyal to Tide.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
User Contributions:
Comment about this article or add new information about this topic:
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