Celebrity pitchpersons build instant brands for dot-coms

Gilbert, Jennifer
November 1999
Advertising Age;11/8/1999, Vol. 70 Issue 46, p100
Trade Publication
This article discusses the benefits of celebrity pitches for the building of brands in the Internet. Take online auction Web site BargainBid.com, which hired actor Rodney Dangerfield to be the spokesperson for their advertising campaign. According to its executive vice president of business development Manuel Jimenez, hiring a celebrity like Dangerfield is a positive move for the company, for his recognizable voice was a way to build brand recognition. Like BargainBid.com, other Web sites see the potential of celebrity spokespersons to generate attention and create credibility.


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