Crutchfield goes on to list seven "sound criteria" for a
celebrity endorsement strategy. Bottom line: "Even C-listers like Nicole 'Snooki' Polizzi of "Jersey Shore" can lead to little marketing triumphs," he points out.
Then he raises a
challenge that is admittedly "fraught with dander." CMOs will have to start integrating social media into their celebrity-endorsement strategies because "they make up marketing's most powerful media:
recommendation," Crutchfield writes.
By the way, according to Millward Brown, more than 15% of advertisements in this country have a celebrity within. It could be worse: The figure is 24% in India; 45% in Taiwan.
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