Licensed to thrive

Petrecca, Laura; Thompson, Stephanie; Healy, Ben; Cuneo, Alice Z.
June 2000
Advertising Age;6/19/2000, Vol. 71 Issue 26, p16
Trade Publication
Discusses advertising characters and mentions advertisers' concerns that when the characters get too popular they can overshadow the original marketing purpose. How consumer focus can change from the product these icons are peddling to the icons themselves; Examples of advertising characters and slogans that have been licensed, including the sock puppet which promotes Pets.com and Anheuser-Busch's 'Whassup!' guys. INSET: Poppin' fresh personality: Marketers offer star bios.


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