Electronic Retailer - September 2011 - 44

I’m Famous,
And I’m Here to Help . Maybe

c
44

Could a celebrity spokesperson put your DRTV campaign over the top? What’s the product and who’s the celeb?

BY JACK GORDON

Celebrities are thick on the ground these days in the world of direct-response television. They serve as spokespeople for short-form DRTV campaigns, hosts for infomercials and pitch people for products on home shopping networks. But since the point of DR is to sell products at a profit, what, exactly, do celebrities bring to the table? Given that a celeb will be considerably more expensive than an unknown mouthpiece, should you hire one for your own campaign? If so, how do you choose the right celeb – meaning one who will move the buyer-response needle enough to make the additional expense worthwhile? Robert Yallen, president and CEO of the Inter/Media Group of Companies in Encino, Calif., has given those questions considerable thought. He has worked on DRTV campaigns with Hollywood stars such as Donald O’Connor, George Kennedy, Elliott Gould and Arsenio

College football and NFL head coach Jimmy Johnson films a spot for ExtenZe.

electronicRETAILER | September 2011



Electronic Retailer - September 2011

Table of Contents for the Digital Edition of Electronic Retailer - September 2011

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Letter from the Chairman
The Future of TV?
I’m Famous, And I’m Here to Help ... Maybe
A good celebrity spokesperson is authentic and believes in the product.
I Gotta Have That!
Get Ready for the Next New Thing
Guest Viewpoint
DRTV
Legal
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - September 2011 - cover1
Electronic Retailer - September 2011 - cover2
Electronic Retailer - September 2011 - 3
Electronic Retailer - September 2011 - 4
Electronic Retailer - September 2011 - 5
Electronic Retailer - September 2011 - 6
Electronic Retailer - September 2011 - Calendar of Events
Electronic Retailer - September 2011 - Your Association, Your Bottom Line
Electronic Retailer - September 2011 - 9
Electronic Retailer - September 2011 - Industry Reports
Electronic Retailer - September 2011 - 11
Electronic Retailer - September 2011 - 12
Electronic Retailer - September 2011 - 13
Electronic Retailer - September 2011 - 14
Electronic Retailer - September 2011 - 15
Electronic Retailer - September 2011 - 16
Electronic Retailer - September 2011 - 17
Electronic Retailer - September 2011 - 18
Electronic Retailer - September 2011 - 19
Electronic Retailer - September 2011 - 20
Electronic Retailer - September 2011 - 21
Electronic Retailer - September 2011 - FTC Forum
Electronic Retailer - September 2011 - 23
Electronic Retailer - September 2011 - eMarketer Research
Electronic Retailer - September 2011 - 25
Electronic Retailer - September 2011 - 26
Electronic Retailer - September 2011 - 27
Electronic Retailer - September 2011 - IMS Retail Rankings
Electronic Retailer - September 2011 - 29
Electronic Retailer - September 2011 - 30
Electronic Retailer - September 2011 - 31
Electronic Retailer - September 2011 - Jordan Whitney’s Top Categories
Electronic Retailer - September 2011 - 33
Electronic Retailer - September 2011 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - September 2011 - 35
Electronic Retailer - September 2011 - Letter from the Chairman
Electronic Retailer - September 2011 - 37
Electronic Retailer - September 2011 - The Future of TV?
Electronic Retailer - September 2011 - 39
Electronic Retailer - September 2011 - 40
Electronic Retailer - September 2011 - 41
Electronic Retailer - September 2011 - 42
Electronic Retailer - September 2011 - 43
Electronic Retailer - September 2011 - A good celebrity spokesperson is authentic and believes in the product.
Electronic Retailer - September 2011 - 45
Electronic Retailer - September 2011 - 46
Electronic Retailer - September 2011 - 47
Electronic Retailer - September 2011 - 48
Electronic Retailer - September 2011 - 49
Electronic Retailer - September 2011 - I Gotta Have That!
Electronic Retailer - September 2011 - 51
Electronic Retailer - September 2011 - 52
Electronic Retailer - September 2011 - 53
Electronic Retailer - September 2011 - 54
Electronic Retailer - September 2011 - 55
Electronic Retailer - September 2011 - Get Ready for the Next New Thing
Electronic Retailer - September 2011 - 57
Electronic Retailer - September 2011 - 58
Electronic Retailer - September 2011 - Guest Viewpoint
Electronic Retailer - September 2011 - 60
Electronic Retailer - September 2011 - 61
Electronic Retailer - September 2011 - DRTV
Electronic Retailer - September 2011 - 63
Electronic Retailer - September 2011 - 64
Electronic Retailer - September 2011 - 65
Electronic Retailer - September 2011 - Legal
Electronic Retailer - September 2011 - 67
Electronic Retailer - September 2011 - Member Spotlight
Electronic Retailer - September 2011 - 69
Electronic Retailer - September 2011 - 70
Electronic Retailer - September 2011 - 71
Electronic Retailer - September 2011 - Advertiser Spotlight
Electronic Retailer - September 2011 - Bulletin Board
Electronic Retailer - September 2011 - 74
Electronic Retailer - September 2011 - Advertiser Index
Electronic Retailer - September 2011 - Classifieds
Electronic Retailer - September 2011 - 77
Electronic Retailer - September 2011 - Rick Petry
Electronic Retailer - September 2011 - cover3
Electronic Retailer - September 2011 - cover4
https://www.nxtbookmedia.com