The power of personality: Apple, Sprint, Toshiba boost campaigns with big names
Article Abstract:
Advertisements featuring entertainment or sports personalities enhance their ability to communicate their messages effectively by creating a relationship between the merits of their products and the celebrity's personality. While the endorser's fame and image are critical elements, it is also necessary to observe an appropriate fit between the product and the celebrity to ensure a campaign's success. Numerous companies such as Apple Computer Inc, Sprint Inc, and Toshiba America Inc have made use of celebrity endorsers in their advertisements despite difficulties in quantifying the strategy's benefits.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1992
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Marketers reward their top reps with an Apple
Article Abstract:
Apple Computer Inc's Apple USA Incentive Channel group launched its 'Earning Through Achievement' (ETA) incentive program last March. Companies pay Apple monthly leases for its computers on behalf of their sales employees. However, employees have to pay the monthly fee ranging from $50 to $135 when they don't reach their targeted sales quotas. Sales personnel purchase their computers for $1 when lease payments are completed. ETA allows Apple to press its sales automation strategy forward. Several companies have already joined the new program.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1992
User Contributions:
Comment about this article or add new information about this topic:
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