Celeb-backed campaigns flounder in saturated market
Người viết: Webmaster
27/07/2008
Consumers are suffering from 'celebrity fatigue', from an overexposure to celeb-led marketing campaigns, according to a new report from Datamonitor. The report by Datamonitor, claims that the cult of celebrity has reached a crossroads and an aging population means that audience growth is slowing. It says that marketers must therefore pursue new tactics to avoid the pitfalls associated with celebrity-backed campaigns or celebrity-branded consumer packaged goods. The celebration of fame has witnessed a dramatic upsurge in recent years, with reality TV, celebrity gossip magazines...
In one of my earliest books, "Leveraging the Corporate Brand," I predicted the creation of "a new kind of senior officer, a CCO or chief communications officer," which inevitably gave way to the title chief marketing officer. I am now predicting a trend that will see the CMO inheriting the CEO post. One major influence has been the flawed accounting practice that ignored brands' asset capabilities and held marketing communications in its grip of second-tier rank within the corporate hierarchy. In one of my earliest books, "Leveraging the Corporate Brand,"
Consulting and analysis firm PricewaterhouseCoopers released its five-year global entertainment and media forecast this week. PwC Entertainment & Media Practice Chairman James O'Shaughnessy in New York and Managing Partner Marcel Fenez in Hong Kong note that this latest version of the report, which is now in its ninth year, marks emerging-market growth, in addition to unprecedented established-market gains. MediaWorks takes a look at the forecasts for several of the media market's largest sectors, including internet-access spending and internet advertising, TV advertising and subscriptions,
"...CW Proudly Declares 'Gossip Girl' Is 'Mind-Blowingly Inappropriate'...". It's a universal truth that teens love to love the things their parents hate. In that vein, the CW has decided the best way to deal with parents' disapproval of its steamy teen shows is to use their denunciations as its latest marketing slogan. The fledgling network, owned by Time Warner Inc. and CBS Corp., intends to run ads for "Gossip Girl" that use quotes from the Parents Television Council, an advocacy group that has criticized the program for its frank and candid depictions of teens having sex and using drugs.
News & Articles 
Consumers are suffering from 'celebrity fatigue', from an overexposure to celeb-led marketing campaigns, according to a new report from Datamonitor. The report by Datamonitor, claims that the cult of celebrity has reached a crossroads and an aging population means that audience growth is slowing. It says that marketers must therefore pursue new tactics to avoid the pitfalls associated with celebrity-backed campaigns or celebrity-branded consumer packaged goods. The celebration of fame has witnessed a dramatic upsurge in recent years, with reality TV, celebrity gossip magazines... 
In one of my earliest books, "Leveraging the Corporate Brand," I predicted the creation of "a new kind of senior officer, a CCO or chief communications officer," which inevitably gave way to the title chief marketing officer. I am now predicting a trend that will see the CMO inheriting the CEO post. One major influence has been the flawed accounting practice that ignored brands' asset capabilities and held marketing communications in its grip of second-tier rank within the corporate hierarchy. In one of my earliest books, "Leveraging the Corporate Brand," 
Consulting and analysis firm PricewaterhouseCoopers released its five-year global entertainment and media forecast this week. PwC Entertainment & Media Practice Chairman James O'Shaughnessy in New York and Managing Partner Marcel Fenez in Hong Kong note that this latest version of the report, which is now in its ninth year, marks emerging-market growth, in addition to unprecedented established-market gains. MediaWorks takes a look at the forecasts for several of the media market's largest sectors, including internet-access spending and internet advertising, TV advertising and subscriptions, 
"...CW Proudly Declares 'Gossip Girl' Is 'Mind-Blowingly Inappropriate'...". It's a universal truth that teens love to love the things their parents hate. In that vein, the CW has decided the best way to deal with parents' disapproval of its steamy teen shows is to use their denunciations as its latest marketing slogan. The fledgling network, owned by Time Warner Inc. and CBS Corp., intends to run ads for "Gossip Girl" that use quotes from the Parents Television Council, an advocacy group that has criticized the program for its frank and candid depictions of teens having sex and using drugs. 
