Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

New Breed of Celebrity Endorsements – WSJ.com

New Breed of Celebrity Endorsements – WSJ.com

Ms. DeGeneres, already a pitchwoman for American Express Co., will be the new spokeswoman for Halo’s high-end dog and cat products and will look for ways to work the products into her widely watched daytime talk show.

It is an example of the unorthodox marketing agreements that celebrities are increasingly inking with companies. Rather than a straight annual endorsement fee for doing a TV spot or slapping their picture on a magazine ad, some celebrities and athletes look for deals that offer a bigger piece of the action.

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