look for relevant celebrities This is the second of five thoughts dealing with the use of celebrity endorsement and its value in advertising in particular, and marketing in general. Businesses, big and small spend a lot on celebrity endorsements (big and small), but what value do they deliver? The Nike basketball shoe endorsed by Michael […]

look for relevant celebrities This is the second of five thoughts dealing with the use of celebrity endorsement and its value in advertising in particular, and marketing in general. Businesses, big and small spend a lot on celebrity endorsements (big and small), but what value do they deliver? The Nike basketball shoe endorsed by Michael Jordan secured a 75% share of its market. That is 75% of all shoes in the basketball category, and 10.8% of all shoes sold in the United States were this particular model of shoe that Michael Jordon endorsed. This would appear to demonstrate the power of a celebrity endorsement. But, this is not necessarily the case. To begin with, the quality, design, price and comfort of the shoes might also have been contributing factors in its sales. Perhaps more importantly, this finding suggests, not so much the power of celebrity, but the power of ‘relevant…