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Chapter 3

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Jersey Shore's The Situation offered cash not to wear Abercrombie & Fitch. Luxury Brands & Celebrities: An Enduring Branding Romance. Celebrity endorsement of luxury fashion is hardly a new phenomenon, as it has been around for several centuries.

Luxury Brands & Celebrities: An Enduring Branding Romance

Charles Worth, the man who invented haute couture in Paris in the nineteenth century, understood the importance of linking celebrities to brands, even before this was recognized as an important marketing communications tool. To promote his fashion house La Maison Worth, he sought a high society lady and an influencer of the court fashions, Princess Von Metternich, wife of the then Austria’s ambassador to France and close friend of Napoleon’s wife Empress Eugenie. This celebrity’s patronage and connection with La Maison Worth contributed immensely to the success and status of this couture house as the most influential in the world at its time. Celebrities are extremely important and valuable to brands, especially in the luxury fashion sector. There is no argument about it. The Economic Value of Celebrity Endorsements - Article. What is the payoff to enlisting celebrity endorsers?

The Economic Value of Celebrity Endorsements - Article

Although effects on stock returns are relatively well documented, little is known about any impact on sales—arguably a metric of more direct importance to advertising practitioners. In this study of athlete endorsements, we find there is a positive payoff to a firm's decision to sign an endorser, and that endorsements are associated with increasing sales in an absolute sense and relative to competing brands. Furthermore, sales and stock returns jump noticeably with each major achievement by the athlete. However, whereas stock-return effects are relatively constant, sales effects exhibit decreasing returns over time.

We outline implications for practitioners. Keywords: Stocks; Value; Advertising; Sales; Brands and Branding; Decisions; Economics; Marketing Strategy; Investment Return. Sainsbury’s abandons celebrity endorsements in favour of real people. Supermarket chain Sainsbury’s is looking for the common touch this New Year by foregoing celebrity endorsements in favour of a young single mum and a great grandmother. The unconventional recruits will front a six-week campaign from January called ‘Make Your Roast Go Further’ which features four ‘real’ food lovers. Sainsbury’s is best known for hiring celebrity chef Jamie Oliver to champion its wares but it will now use Jack Monroe, a 25 year old single mother who documents attempts to feed her son on a £10 a week food allowance via her own blog – a decision Sainsbury’s hopes will boost its popularity amongst penny pinched families.

Bryan Roberts, a retail analyst at Kantar, said: “They have been focusing on real shoppers over celebrities over a while. They are trying to connect with families who may otherwise have felt that Sainsbury’s is too expensive. What Are Five Advantages to Using Celebrities in Advertising? Celebrity in 18th-Century London. In the last decade many historians and commentators have become fascinated by the apparent similarities between the eighteenth century and our own times.

Celebrity in 18th-Century London

The free-wheeling commercial development of the Georgian era, its unabashed enjoyment of consumption of all kinds, the importance of print culture in everyday life; all these seem to be precursors of our own day. So too does its obsessive interest in all kinds of fame and the diffusion of what we now call a culture of celebrity. Like so much else that defines us in Europe and America now, celebrity appears to have been made in the eighteenth century and in particular in London, with its dozens of newspapers and print shops, its crowds and coffee-houses, theatres, exhibitions, spectacles, pleasure gardens and teeming pavements. In the delight at recognizing ourselves in the mirror that the past seems to hold up, we have perhaps forgotten to ask a few pertinent questions.

“Can You Handle My Truth?”: Authenticity and the Celebrity Star Image - MEYERS - 2009 - The Journal of Popular Culture. How Much Influence Do Celebrity Endorsements Really Have on Our Purchasing Decisions? - Organic Authority. News that superstar Beyoncé is going to receive $50 million for doing Pepsi advertisements (including a performance at the 2013 Super Bowl Half Time Show) sent food and health advocacy groups into a frenzy—how could this new mother lend her support to one of the biggest factors in our nation’s obesity epidemic?

How Much Influence Do Celebrity Endorsements Really Have on Our Purchasing Decisions? - Organic Authority

Doesn’t she have any ethics? A Grammy-award winning performer—and wife of rapper/mogul Jay-Z—certainly Beyoncé isn’t hurting for the cash, either. Besides, will her celebrity endorsement in a Pepsi ad even sell more product, anyway? The short answer: Yes. But, it’s actually a lot more complicated. The New Face of Celebrity Endorsement. Why Celebrities in Ads Don't Always Lead to Greater Sales. As the most significant event in advertising grows nearer, it will be interesting to see how many brands enlist the endorsement services of celebrities during the Super Bowl.

Why Celebrities in Ads Don't Always Lead to Greater Sales

After all, popular wisdom asserts that getting a celebrity endorsement is a tried-and-true, simple-to-implement way to maximize advertising effectiveness. Sure, it's expensive, but celebrities always yield stronger ties with viewers and, ultimately, greater sales, right? Wrong. Over the course of last year, time and time again we observed incredibly low effectiveness scores of TV ads starring celebrities. From Tiger Woods to Donald Trump, we found that with rare exception, celebrity endorsements were largely ineffective and failed to yield the benefits popular wisdom promises.

We set out to understand whether celebrities today are really worth the significant investment that brands were making. Celebrity endorsements, reality TV and how we judge success. According to a recent survey by Unruly, not only do celebrity endorsements leave your audience blind-sighted and oblivious to your marketing message – they also leave them with no recollection of your brand, or the product.

Celebrity endorsements, reality TV and how we judge success

Have we become immune to the influence of the celebrity and more interested in reality? With the world of reality TV becoming ever more popular – from Gogglebox to Big Brother, Don’t Tell the Bride to Masterchef – it’s certainly creeping into our television sets. Angelina Jolie breaks the mould for celebrity endorsements - Pitch & Presentation Blog. Angelina Jolie is on a historic and hugely important campaign to wipe out rape as a weapon of war.

Angelina Jolie breaks the mould for celebrity endorsements - Pitch & Presentation Blog

Jolie is unquestionably passionate, driven and committed to her campaign. She has succeeded in pushing the issue to the forefront of global politics while so many other campaign celebrity endorsements fail. When she speaks, world leaders, politicians, charities and the press hang on her every word. In the Evening Standard this week over 5 pages were dedicated to the campaign – you can’t buy that sort of coverage. Rihanna Gets Paid More For Attending A Fashion Show Than You Probably Make In One Year.

You can hardly call the relationship between celebrities and endorsements news.

Rihanna Gets Paid More For Attending A Fashion Show Than You Probably Make In One Year

When Michelle Obama or Kate Middleton so much as step out in a certain dress, it's sold out within minutes. And even though studies suggest that people don't actually care about endorsements, that doesn't stop companies from going to great lengths to secure their relationships with the rich and famous. So, it's not a surprise that the same rules apply to things like Fashion Week, too.

The Sun (and consequently The Telegraph) reported Wednesday that stars like Rihanna are paid £60,000 (about $100,000) by designers EVERY TIME they sit in their front row. That is, of course, more than one person even needs to live for a full year. But is it worth the hefty price tag? The benefit for designers, naturally, comes from these celebs being associated with their brand. DigiTool - Results - Full.

A new power: how celebrities can use social media to influence social movements. 30622.pdf Link will provide options to open or save document.

A new power: how celebrities can use social media to influence social movements

File Format: Adobe Reader. No One Cares About Celebrity Endorsements, Says Study Likely To Freak Kim Kardashian Out. Celebrities make plenty of money from their day jobs, be it starring in a movie or a recurring, major role on TV.

No One Cares About Celebrity Endorsements, Says Study Likely To Freak Kim Kardashian Out

Celebrity and Power: Fame in Contemporary Culture - P. David Marshall.