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September 2016

A perfect celebrity endorsement – Larry Fitzgerald Jr. for University of Phoenix.
A perfect celebrity endorsement – Larry Fitzgerald Jr. for University of Phoenix. 711 400 Darcy L Bouzeos

The current campaign for The University of Phoenix (which offers online educational degrees) is an example of how to best utilize a celebrity endorser to create a powerful connection with consumers. In the commercial, Larry Fitzgerald Jr., a premier NFL player with the Arizona Cardinals, talks about the promise he made to his mother Carol that he…

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Does anyone else think Jennifer Aniston looks the same in these two ads? If so, what was Shire thinking?
Does anyone else think Jennifer Aniston looks the same in these two ads? If so, what was Shire thinking? 700 464 Darcy L Bouzeos

The first time I saw the new Shire eyelove commercial using Jennifer Aniston, I didn’t hear a word she said. I was too focused on how she looked almost identical to her appearance in the Aveeno commercials. The “feel” of the spot was so similar. I then looked at print photographs for both campaigns. In both…

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Kaley Cuoco is “your buddy” in the new Visa spot.
Kaley Cuoco is “your buddy” in the new Visa spot. 702 400 Darcy L Bouzeos

For decades, celebrities and athletes have been utilized in advertising campaigns to promote particular products. Nothing new here. But as brands continue to explore ways to generate more loyalty among consumers, many marketing campaigns are utilizing celebrities in a “friend-like” capacity, to help outline a brand’s initiative. Such an example is the new Visa spot. Kaley…

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