| When it comes to marketing, should you play the | | | | few will choose to badmouth your brand after |
| fame game? | | | | their contract has ended. It happens. |
| The 2008 Beijing Olympics has been a fascinating | | | | On the plus side, certain celebs may have strong |
| study in marketing, advertising and public relations. | | | | pull with your target market. For example, Mark |
| From great ads for big brands to the major (if | | | | Spitz tested well among the Botox-buying set. |
| sometimes faltering) public relations campaign of | | | | The best bet when choosing a celebrity to |
| the Chinese government, it's been a wild ride. | | | | endorse your product? Don't get caught with |
| We've also seen many companies venture into | | | | stars in your eyes. Test the spokesperson |
| the land of celebrity endorsements. One of the | | | | carefully with your consumer groups, choose |
| more interesting endorsements? Gold metal | | | | them for a good reason and vet them as you |
| swimmer Mark Spitz for Botox. | | | | would a vice presidential pick. |
| Of course, most marketing professionals will | | | | Once you have your celebrity on board, be sure |
| never face the challenge of choosing a celebrity | | | | to keep them happy -- even if they have signed |
| to endorse their brand. In fact, we may spend | | | | a tightly-worded contract. And once their contract |
| most of our time advising against it. Celebrities | | | | is up, try to maintain a relationship with them. |
| (even aging Olympic athletes) have their share of | | | | Celebrities give a lot of interviews, and what they |
| scandals. It's hard to tell when a grainy, | | | | say (or don't say) can make a big difference for |
| compromising photo of your squeaky-clean | | | | your brand. |
| spokesperson may show up in a tabloid. And, a | | | | |