8-Mar-10 9:00 AM CST

Radio Advertising : Celebrity Endorsements

It’s sometimes downright dangerous to latch onto a celebrity spokesperson for your radio advertising. Or maybe it’s more like a trip to Vegas, a gamble. There are local celebrities, which you would find in your market, from radio personalities to higher profile local personalities. Number one, they need to fit your brand. Not long ago here in the Houston market we had a Houston basketball superstar touting the Chevrolet brand, while he was seen driving around in his favorite BMW, not a good match. In an article called “A Sliding Scale for Celeb Popularity” written by Carl Bialik for the Wall Street Journal, you can get some insight on how the big boys play the celebrity guessing game. According to Kevin McKiernan of Creative License, it’s not just about the popularity figures, it’s also about using your gut to decide. FYI, Kevin talks more about that subject in one of our interviews on The Advertising Show. Celebrity endorsements can really pay off, IF you’ve done your homework.

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