Arizona Direct Response Tv Stations

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CHOOSING A CELEBRITY Who should you get and why? That's the starting point of any celebrity search. How are you going to use the celebrity in your marketing campaign? Will the celebrity be a spokesperson or an endorser? Here's a checklist to consider:

APPROPRIATENESS. Telly Savalas may be an effective endorser for the Player's Club, but would be suicide for a hair care product! Believability is a key factor.

SPOKESPERSON OR ENDORSER? Decide which role the celebrity will play. A spokesperson is someone who interviews customers who've used the product being advertised. Someone presented as a customer who has actually used the product is an endorser.

SUPPORT ALL CLAIMS. Advertisers must provide documentation to support all celebrity claims made whether as a spokesperson or endorser.

INSURANCE AND INDEMNIFICATION. Celebrities acting as endorsers may seek protection against possible lawsuits. he or shoe may demand that an ad-vertiser maintain product liability insurance naming the celebrity as an additionally insured party. They almost always require indemnification from the advertiser.

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