The fab photos and prominent product mentions in Ruth La Ferla’s New York Times story today is, for many in marketing, reason alone to shell out the big bucks for rotating celebrity endorsers. The challenge of course is measuring the brand or sales impact a newsworthy celebrity will make. Does the publicity the endorsement generates make it a worthwhile investment?
On the other end of the cultural spectrum from Seventh Ave., the folks at NASCAR will be the first to tell you that sponsorship of a winning driver equates directly to the sponsor’s product sales. I guess what’s new/news here is the rapidity with which companies change spoksepeople to keep the image fresh. How long was Bill Cosby a spokesperson for Jello anyway?