Image courtesy of www.occa.ca
Consumer product manufacturers are now quick to capitalize on the popularity of celebrities. Celebrities, especially those who can amass followers, are usually chosen for commercials. Sometimes, commercials can become the break for an unknown person to be propelled into stardom. Quite a number of celebrities started their careers by appearing in print or TV ads.
When celebrities have proven that their popularity can translate into sales for a particular product, expect other companies to get these celebrities. Thus, a celebrity can be endorsing a product for telecommunications, real estate, cars, food, restaurants, etc. In exchange for the hefty talent fee, an endorser must behave within the rules of the contract. For example, if Celebrity A is in an ad for product A, then he should not be seen with anything that has to do with the competing brand.
While an individual may be an effective endorser, sometimes companies may also opt for loveteams or a group of talents for their products. A concept is easier to formulate with a loveteam or a group, as the theme and storyline would usually take advantage of the image of the partnership. However, hiring a group could create complicated negotiations, as each celebrity in the said group has his/her own manager. Besides, a camp might think that their talent is worth more than the other.
For some managers, the number of endorsements of a celebrity spells success because the talent would have exposure and earn more. Thus, when a company offered the group of Celebrity Performer (CP) to join a commercial for a popular product, the first thing that CP asked was the talent fee. When CP found out, he negotiated if he could get a little more than the others in the group who would be appearing with him. Given their advertising budget, the company was hesitant in agreeing with the request of CP and thus, CP was informed that he would just be dropped. The budget could not afford the fee he requested.
Some talents, out of pride, would just drop the offer and move on. However, when CP found out that the company would rather not hire him at the rate he proposed, CP suddenly adhered to the original fee. Finally, the commercial pushed through and CP had ample exposure in the said ad. If CP were conspicuously absent in the ad, the viewers will easily notice his absence. CP could then be bombarded with queries why he was not part of the said ad, which might not be a good thing. Luckily, CP changed his mind at the right time.
‘Life teaches you that you need to make decisions in the right time - not too early, not too late.’ -Jeb Bush
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