ver the last 130 years the mass distribution of magazines, radio, television and Internet has made it possible for some people to obtain a large base of followers. These are the people we know as "celebrities". People associate with celebrities much the same way as they associate with their friends and family. They are influenced by their way of speaking, choice in clothing, cars and lifestyle. For a brand manager it would be inefficient to try to reach every friend of every person in order to get a good reference for a product. It is much more efficient to establish an association with celebrities and other popular people who have a large fan base.

Mass media has made celebrity association an extremely effective way for brands to gain acceptance by a large audience through association with a small group of famous people.♦

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