by lisa kay

Created on: June 12, 2008   Last Updated: June 30, 2008

Celebrities are a unique source of marketing for business. Why? Their audience is a targeted and manipulated brand of marketing.Let's look at this source for the advantages and disadvantages that are prevelent in any marketing plan.

Exposure is a key factor in celebrities and businesses;people have to know you exsist,the
public is fickle.Their moods swing with the "latest news in people, clothing and food.Timing is all important here. Picking on the right time to introduce new products or services is the first business cue we can take from Celebrities. When a fresh face appears in Hollywood or in the European or Asian entertainment world, the public gets to know them through timely exposure. Their public relations or advertising firm looks into the hottest and most popular clothes,cars,restaurants and life style. The agencies begin placing their "stars" into the public awareness. The celebrities become the message and foster the public attitudes of how their favorite entertainment figures should behave.

Business ventures rely on exposure and timing. Sensitivity to the market place and anticipating the public awareness of their goods and services is the cue given by celebrities
to business and should be taken seriously.The next cue is respect for their targeted markets by celebrities and by business ventures. As successful teachers know "You do not talk down to your audience" You engage them by inclusion not separation. Making your market partners as the Hollywood stars make their audience partners is a code of success.

The downside of these factors are: overexposure, bad timing and disrespect for the targeted market. This is why some stars do not succeed for they have the bad "karma" that translates into boredom and disinterest in their "product" Enthusiasm is contagious and no product or service can be of value without the representative "acting as if". What does this mean? It means that the sales representative of the goods or service and the agent to the "stars" believe or act as though they believe in their product. We now have a chorus of believers who are passionate in their beliefs and rely on their wits, judgement and resources to carry on.

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