Word: pitchman
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MARKETING The Littlest Pitchman...
...when Nike recently signed Lebron James, 18, to a $90 million shoe deal before he played his first NBA game, brace yourself. A few days later, the company gave a $1 million contract to soccer prodigy Freddy Adu, 14. And rival shoemaker Reebok has signed its own precocious pitchman, Mark Walker, who is all of 3 years old. Reebok features Walker on its website, reebok.com where in a video clip he nails 18 straight shots into a basket set up in his family's garage. Jim Thompson, president of the nonprofit Positive Coaching Alliance, calls the clip innocent and sweet...
From his early days as the most gorgeous man in pictures (in Spellbound and Duel in the Sun) to his long prime with a Mount Rushmore visage and the voice of Yahweh on a good day, Peck was the sonorous pitchman for movie humanism. He showed how a strong man could also be a gentle man. He counseled ethnic tolerance: of Jews, in Gentleman's Agreement, and blacks, in Mockingbird. As a crusading attorney who is also a gentle single dad to his two young kids, Peck made rectitude appear robust. That sanctity had staying power: this month the American...
...Sunday's All-Star game, over the Lakers' Shaquille O'Neal as the Western Conference's starting center. Yao isn't O'Neal's equal on the court, but he has surpassed Shaq in the estimation of blue-chip companies like Apple and Visa, which see Yao as the pitchman messiah who might finally open the wallets of China's 1.3 billion consumers. "Yao Ming is Tiger Woods," says Adam Silver, president of NBA Entertainment, the league's marketing, Internet, television and merchandising arm. "He's a much more sophisticated marketer than people give him credit...
...help turn Yao into an elite pitchman, Zhang recruited John Huizinga, deputy dean of faculty at the University of Chicago Graduate School of Business, sports agent Bill Duffy and a marketing director, Bill Sanders. In September Team Yao, as the group is known, commissioned a Chicago business-school class to prepare a marketing study on Yao. Students traveled to five Chinese cities, including Beijing and Shanghai, to conduct extensive polling and focus groups. In December the class presented Team Yao with a 500-page report about the core values of the 400 million urban Chinese consumers on whom they think...