Microsoft selected popular female celebrities, Jessica Alba and Gwen Stefani, to serve as an advertising spokesperson for their windows phone. Microsoft chose these celebrities as they are seen as good influencers for the target audience, women with children and busy lives. Also, the celebrities are a good fit for the brand as they could be seen using the product which makes the brand and product more trust worthy. The women could relate to these celebrities and the situations in the advertisements, which give high likability for the windows phone. Choosing the right celebrity to endorse a product for any brand is hard as they would want a celebrity with an overall good image. Brands would also want to have celebrities with high source creditability and a high profile, as target audiences and potential customers are more likely to be aware of and are prone to buying/using the product or service.
Here are six baseline budgeting frameworks you can use to determine the best marketing budget allocation for your small business: (Marketing Budgets: How Much Should My Small Business Spend on Marketing?
I agree with this article as there is no one size fits all solution to knowing how much to spend on marketing. Businesses all have different needs depending on many factors such as their product and market size and so on. Therefore a budget marketing allocation could be a good starting point to familiarise with how much money should be spent in different areas of marketing. Sometimes businesses get too carried away spending money on advertising and promotions and forget about other marketing strategies. I think this budget allocation applies to all areas in a business not just for marketing. Big and small businesses should look at their current overall budget then try to allocate the suitable budgets.
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