Fashion PULIS

Monday, January 6, 2014

Bid Adieu to Her Endorsement

Image courtesy of www.allgraphics123.com

In a consumer-driven country like the Philippines, companies strive hard to achieve product recall - one basic marketing goal of any enterprise. And one of the best, if not priciest marketing tools is to hire a celebrity endorser to promote and boost product sales. A celebrity endorser identifies with the product for easier recall. For it to work, he or she must not only be popular but must be someone with untarnished image and credibility.

Imagine how a product would impact to the market if the endorser hired to promote it is loaded with negative issues and controversies. Which is why celebrity endorsers take very good care of their image like their life depended on it. They are well aware that the image they project is key to clinch deals for the very lucrative product endorsements.

Apart from the multi-million peso talent fees, the thrill of seeing one's face appearing on television commercials, billboard and print advertising campaigns, etc, are every celebrity's dream of a lifetime. Getting hired to be an endorser means a celebrity has arrived in a big way, a manifestation of his major status in the industry.

After being in demand for years, a Celebrity Endorser CE is set to lose a big endorsement soon, one that pays her handsomely for many years now. To most observers, CE's looming misfortune is a foregone conclusion, so to speak.

In one of their business meetings, a top executive of a Big Firm BF reportedly told his business colleague that there is a big possibility that CE will lose her endorsement with BF. According to the grapevine, BF is no longer interested in renewing CE's contract after she got herself involved in an incident. It was reported that Another Celebrity AC will now step up to become BF's only endorser.

At this juncture, her followers hope that CE realizes that humility will always be a virtue, especially for her who believes that she is indispensable.

"Fame is nothing but an empty name." ~ Charles Churchill

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