How brands can benefit most from an A-list endorsement

03/12/2009 | Advertising Age (tiered subscription model)

This article offers five tips on how marketers can maximize the impact of a celebrity endorsement and minimize the risk that the star might generate negative headlines for herself or himself -- or your brand. They include ensuring the A-lister's charity interests mesh well with your company or product; minding the budget for makeup artists and other handlers for the celebrity; and establishing the endorser's point person for negotiations and other key decisions.

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