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Monday, November 28, 2011
Friday, November 25, 2011
Celebrity Endorsement Found Dead
Vanity is a mortgage that must be deducted from the value of a man" - Bismarck
Received wisdom proclaims the death of jazz, opera, and other "high-art" forms. As if not disturbing enough AdWeek now reports a sponsored internet survey that infers that celebrity endorsement is at best irrelevant and at worse dead. If true the secular forces in play may be the same. Primary is the fragmentation of media channels, and pari passu the consumer's attention, all of which seem to be changing exponentially, to wit even rumors of Twitter's death now abound. To be sure this fragmentation co-varies with demographics rendering optimal media planning a challenge. So the putative irrelevance of celebrity endorsement is to be expected and perhaps embraced.
AdWeek asked nearly 4,800 consumers whether a celebrity helps influence a purchase decision, or not. A surprising 78% answered it has no effect while nearly equal numbers either were turned off or encouraged by their inclusion. While overall 12% were inhibited by celebrity endorsement the rate rose to 24% with older consumers (>55yro). The proportion who were more likely to purchase a product due to celebrity endorsement declined steadily as a function of age, while men profess more celebrity purchase inhibition than women. If true, the value of male celebrity endorsement is at best gratuitous, or at worst potentially damaging to trial.
Licensing executives seem to agree with consumers. When asked one Manhattan guru reported to us that male celebrity endorsement is a non-starter: "no man wants to smell like another man; men do not seek to imitate other males with the single exception of top-ranked sports stars". [Quick! Name one product a male celebrity currently endorses who isn't a top athlete.] Women on the other hand are more susceptible to female celebrity endorsement in a joint quest for shared style or à la mode glamour.
First case: Sunglasses....a quick scan of the aisles demonstrates that many designer lines use the name of a female celebrity as their mark. Few, if any, carry a male celeb's name, even Oakley's vaunted sports lines. One recent attempt to interest a sunglasses manufacturer in a male celebrity failed for lack of relevance to the purchase demographic.
Second case: Last week P&G announced a deal with the NFL to exclusively promote 13 P&G brands. Think of this as "dual bundling", that is P&G buying access to 32 teams and 1,700 players while the NFL is endorsing 13 brands. So this deal supports the premise that male sports stars are indeed the exception particularly when the cost of the endorsement is spread across many individuals and brands so it's cheaper and less risky. On the contrary single-player deals assume risk that the brand will be tarnished if a sports celebrity is raided, traded, faded, or otherwise compromised. This exclusive P&G deal is smart in that it dilutes risk and manages cost while it adds tremendous marketing flexibility. P&G's latest effort is another step up from its "Champions" male grooming campaign which featured four top athletes from four differing sports.
Third case: Compare P&G's approach to Icy Hot's single celebrity endorsement by the NBA's Shaquille O'Neal. Although this too fits the accepted notion that a super star athlete is the best candidate to appeal to males that is also the point. Given AdWeek's data not only will the majority of users not be readily influenced by any celebrity but further any mismatch between the celebrity's appeal, the product positioning, and the demographics of the brand's users can only serve to further reduce purchase interest by mainstream users. In this case if one assumes that topical analgesics are often purchased by women, elderly arthritis sufferers, and older run-of-the-mill back pain sufferers then the endorsement by an intimidating male athlete, while perhaps appealing to a sub-segment of male weekend athletes, will distort the brand's positioning and narrow trial.
If male celebrity endorsement is dead then the good news is that the bulk of advertising seems to do fine with no-name actors doing jobs the consumer needs done. Arguably there is an advantage to that since actors bring no baggage, no risk, and a lower cost with them. Besides the average user will relate to them. While beauty care consumers will always be influenced by female celebrity the male of the species will remain somewhat disinterested and unfazed by what his male competitors are up to, or even how they smell.
Tuesday, November 22, 2011
Extra Long Vs. Regular Length Neckties
Finding a tie that is long enough to look good is a major difficulty for many tall men. They deal with the same issue when buying pants, shirts, jackets, and shoes. When tall men wear ties that fit them properly they can look good and be dressed appropriately for their body size.
Most vertically-gifted men find that traditional clothing does not fit properly. Shirts often have sleeves that are not long enough. Buying regular shirts off the rack can be a less-than-ideal situation for tall men. For men who are also slender, shirts and jackets are often too wide, resulting in the need to wear an athletic cut.
Vertically-gifted men also usually need to wear extra long pants. Along with long legs usually come big feet, which means that tall men usually also wear large shoes. All of these specialized clothing items can usually be found in mainstream stores or specialty shops. It is also possible to shop for tall clothing online.
When it comes to neckties, however, many tall men do not realize that they need longer ties. They tend to wear regular-length ties and just tie them longer. The problem with this is that the tail behind the tie is too short, so it wanders out from behind the tie. Also, the top of the tie near the knot is extremely narrow, resulting in a sub-par look. Taller men simply need to wear an extra long tie to look their best.
The common wisdom regarding tall men's neckwear is that anybody above 6 feet 2 inches should wear an extra long tie. Others who have long abdomens or larger-than-average necks should also consider extra long ties. Another group of men who should wear longer ties is those who tie intricate knots, such as Double Windsor knots. These knots require more material to tie them properly.
No matter the man's height, he should always tie the tie so that it reaches somewhere between the top and middle of his belt. The tail ought to fit behind the front of the tie and tuck nicely in the loop behind the tie. Alternatively, some men prefer to wear a tiebar. This can also work, but the tie tail still needs to be long enough to attach to the tiebar. In order to look their best, men of above average height should wear extra long neckties to look their best and achieve high fashion.
Saturday, November 19, 2011
10 Online Shoe Shopping Tips
Tip #1 - Know Your Feet.
The best way to buy shoes that will fit your feet properly is to take their shape into consideration. Do you feet spill out of the sides of most shoe styles? Then try wide-width shoes.
Do you have a problem with gapping on the sides of your shoes? Perhaps a narrow-width shoes will help.
Are your toes short and stubby? Then pointy shoes might not be right for you. Considering the shape of your feet will help you buy great fitting shoes almost every time.
Tip #2 - Take a Hint From the Shoes You Already Own.
Take your favorite pair of shoes and study them. Ask yourself why they fit your foot so well. Is it because the toe is square instead of pointy? Is the material soft and has molded to the shape of your foot?
Once you know why your best fitting pair of shoes fit so well, find shoes that have a similar design or are made from similar materials, and you shouldn't have too many problems ordering great fitting shoes online.
Tip #3 - Find a Designer Whose Shoes Work For Your.
Most shoe manufacturers and designers tend to cut their shoes consistently. Compile a list of shoe manufactures that make shoes that fit your feet well, and search their online stock for that next great pair of pumps.
Etienne Aigner is one of the shoe manufacturers on my "list", and whenever I search online for a new pair of shoes, I see what they offer first. Nine times out of ten, their shoes fit my feet like a glove (or perhaps I should say they fit like a sock).
Tip #4 - Are Cheap Shoes Really a Bargain?
Everyone loves a bargain, but are you really saving money by buying those .95 pleather pumps that hurt your feet and looked trashed after only wearing them a few times. Instead of buying cheap shoes for little money, its better to buy quality shoes on sale. With proper care, quality shoes will feel and look good for years.
Tip #5 - Try On In a Store then Buy Online.
I love to scout out a great pair of shoes at the local mall and them buy them online for less. No tax, and free shipping will make almost any pair of shoes cheaper if you buy it online.
Tip #6 - Shop at Reputable Online Shoe Stores.
Make sure to buy from reputable online shoe merchants that have clearly marked return policies and secure web sites.
Tip #7 - Read Online Shoe Reviews.
Many web sites feature product reviews written by customers. Shoe Reviews will give you an idea of the fit and quality of the shoes reviewed.
Tip #8 - Keep Hosiery & Socks In Mind.
When you're buying a new pair of shoes, keep the kind of hosiery or socks you intend to wear with your new shoes in mind. For example, if you are buying a pair of boots to wear in bad weather, you might want to wear a warm, thick pair of socks with them. So buy the boots a size larger to accommodate the socks.
Tip #9 - Can You Walk in Those Heels?
If you've never worn a pair of 4 inch stiletto heeled pumps before, its best to try a pair on at a brick and mortar store before you buy them on line.
Tip #10 - Don't Spend More Then You Can Afford.
Just because those 5 dollar Bruno Magli Nazli Pumps are just a click and a credit card away, don't spend more than you can afford. Believe me, I know how addictive online shoe shopping can be!
Follow these ten easy online shoe shopping tips, and you'll be shoe shopping online like a pro. Best of all, you'll rarely, if ever, have to return a pair of shoes you bought online again.
Sunday, November 13, 2011
Oakley A Frame Snow Goggles(Grey/Persimmon)
!±8± Oakley A Frame Snow Goggles(Grey/Persimmon)
Brand : Oakley | Rate : 
| Price : $90.00
Post Date : Nov 13, 2011 02:34:32 | Usually ships in 24 hours
| Price : $90.00Post Date : Nov 13, 2011 02:34:32 | Usually ships in 24 hours
Oakley A Frame Goggles 2012 - The A Frame goggles are the pinnacle of technology to maximize comfort and clarity. Oakley has devised a three-tiered defense system against fog buildup by including a formulated F3 treatment to coat the lenses, surge ports to control airflow, and dual lenses with a thermal barrier of trapped air which reduce any chance of fog formation. That leaves nothing but a crystal clear view thanks to the patented Polaric Ellipsoid lens geometry that minimizes distortion on all angles of vision. And to push the envelope even further they have included the High Definition Optics working in conjunction with the optional Iridium lens coating for the sharpest vision without corruption that will boost contrast and increase depth perception for unbeatable definition. They also have surpassed all standards for impact protection and have 100% UV blockage on all harmful rays. To offer a natural anatomical fit Oakley has engineered the frame to maintain a continuous seal and added a thick triple-layer of polar fleece foam to optimize comfort while it wicks away moisture. It also features articulating strap clips which help to evenly distribute pressure across the face either with or without a helmet. The A frame raises the bar on what you have come to expect from Oakley with exceptional optical performance, fit and comfort. Features: Fog Elimination of Dual Vented Lenses with F3 Anti-Fog Technology, Developed with 3-D CAD/CAM Engineering for a True Anatomical Fit. Race: No, Category: Adult, OTG: No, Comes w/ Case: No, Fog Fan: No, Frame Size: Medium, Spherical Lens: Yes, Polarized: No, Photochromatic: No, Rubberized Strap: Yes, Helmet Compatible: Yes, Frame Size: Small, Frame Size: Medium, Lens Shape: Spherical, Lens Coating: n/a, Has Fan: No, Model Year: 2012, Product ID: 165353, Headphones Included: No
- Patented Polaric Ellipsoid Lens Geometry for Clear Vision at All Angles
- Complete 100% Protection Against UV A, B, C and Harmful Blue Light
- Plutonite Lenses Pass All Standards for High Mass or Velocity Impact
- Optimized for Small to Medium Size Faces
- Optional Iridium Lens Coatings Reduce Glare and Increase Contrast
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