The practice of most large organizations today is to identify and select popular celebrities or personalities in their area to serve as the model and element for proper brand recall when they are seen in the various media available today. Famous celebrities today that include Tiger Woods (Golf), Michael Jordan, Tracy McGrady, LeBron James, Shaquille O’Neal, and Dwayne Wade for basketball, Kris Aquino (Malls and Game Shows) and Piolo Pascual (Consumer Goods) have made impact for various brands such as Nike, Reebok, Converse, Kelloggs, Gatorade, Nescafe, San Miguel, Universal Robina Corporation and Chin Chin, easily being remembered once these signed endorsers come out the big screens or the daily television shows. Billboards, streamers and reading materials that often live from sponsorship are the common resources that mold the whole mix to be able to implant in the minds of people the essence of such products.

One thing that will surely be up for negotiation is the cost for patronization and continuing endorsement of such people contracted. The normal contract would last for a year or so, and becomes a binding contract wherein they should not be endorsing other products, especially for the competitors. Fat compensation as well as due bonuses for extra pickup lines and plugs every time they appear in special shows are supplied and enumerated in the contract as well. The process of selection needs various insights as well. How the candidates will fit into the endorsement program is also a key aspect prior to finalizing the actual person for the job. In most cases, even the famous personalities may not be right for the job, hence the need to have a handful of people that is present to widen the array of choices. The personality of the chosen patron should be in close relation towards the essence and use of the product. The improper match will render the whole thing useless and the entire investment all down the drain.

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Originally posted on October 18, 2006 @ 2:09 am


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