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How to Sell with Celebrities
"What do I wear in bed? Why, Chanel No.5, of course."
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[object Object]
What do they Advertise? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why do Stars Make Sense? ,[object Object]
Why do Stars Make Sense? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why do Stars Make Sense? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why do Stars Make Sense? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Critics Against Celebrity Ads ,[object Object]
Critics Against Celebrity Ads ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why Celebrity Ads Fail ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why Celebrity Ads Fail ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why Celebrity Ads Fail ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Risks with Celebrities  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Hedging the Risk ,[object Object],[object Object],[object Object],[object Object]
Avoiding the Force Fit ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
So Why a Tiger? ,[object Object]
So Why a Tiger? ,[object Object],[object Object]
Tiger plays golf... ,[object Object],[object Object],[object Object],[object Object],[object Object]
Tiger works with good people... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tigerโ€™s Product Mix Age 5 Age 95 Age 45
Tiger hits the rich and poor... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tiger is liked by bad golfers... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tiger is liked by good golfers... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Everyone likes our Tiger... Low Wealth High Wealth Poor Golfers Strong Golfers
Nike Golf Ball Market Share
Nike Golf Ball Market Share ,[object Object],[object Object],[object Object]
Conclusion: Itโ€™s about... ,[object Object],[object Object]
Q Scores Company   Performer Q    Sports Q  Dead Q  measures  familiarity and appeal  in a variety of categories to determine targeted audience attraction
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