Associating a product with a star's image appears to be the surerecipe for effective advertising. Increasingly more companies wantto try this strategy now that they no longer have time forexperiments, whose rate of success is doubtful. It is moreexpensive, but managers say it is worth every penny.
Not long ago, Julia Roberts appeared in a Lavazza commercial. Theactress did not do anything, just smiled for 30 seconds. The coffeeproducer rewarded her with 1.5 million dollars, making her one ofthe highest-paid stars to ever feature in a commercial.
The phenomenon is similarly extensive in Romania, but fees do noteven come close to those received by the "Pretty Woman" actress,writes BUSINESS Magazin weekly.
Romanian advertisers say they have not heard of contracts worthmore than 100,000 euros on the local market, so the two markets areclearly very different in terms of size, but they pursue the samegoal - raising a product's awareness, creating a positive image andboosting sales.
"What advertisers are betting on is a fast transfer of affinity,respect and fame from the star to the company, unlike the situationwhere this perception would be achieved only by communicatingideas. The public is emotionally attached to stars, whose statusaffords them credibility.
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