I will comment on the use of celebrity spokespeople as a marketing strategy.

There's a few different reasons why a company uses a celebrity;
1.) people like &/or respect the celebrity, and transfer the good feeling to
the product.
2.) a celebrity can bring more publicity, and get the ads noticed, than just
a "plain ad" for the product.
3.) the cost of the celebrity may be less than other strategies likes
salespeople to call on gatekeepers (ie doctors).

So we notice that Bright Beginnings is using the marketing strategy of
celebrity spokesperson, while the other co's are not.  BB is a new brand,
with a lower price point, and without an established sales force to call on
drs, etc.  Using a celebrity is a very appropriate stategy for them, with
the possibility of using the celebrity's publicity to get their name heard,
quickly.

So regardless of whether people like/respect the spokesperson, and
regardless of the question of whether what a celebrity feeds, influences the
mom's choice, the strategy has worked in immediately getting people aware of
the product.

Janice Reynolds
(sales and marketing professional)

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