Celebrity Endorsement - Through the Ages

9,000 shots in my career. I've lost almost 300 games. Twenty-six times I've been trusted to take the game winning shot and missed. I’ve failed over and over and over again in my life and that is why I succeed.",²⁷

Latest Research

The Integer Group of Denver, Colorado a promotion-design firm conducted research on men in the age group of 21 to 29. Meg Kinney, VP – research and planning felt that most clients were targeting their products towards this demographic segment, but there were certain factors that made this group of consumers resistant to standard marketing efforts like advertising. “Generation Y grew up in an entertainment-driven economy and a media-driven marketplace. They are, by far, the most marketing-savvy generation that any brand has ever had to contend with.”²⁸ Integer wanted to test if the practice of using celebrities in marketing remains relevant when marketing to young people. “ We wanted to find out what role a celebrity plays in changing behavior.”