Endorsement ads are powerful. There’s no doubt about that. You probably know it because of nonstop requests from account executives to put your personality on their client’s ads. But not all requests should be granted. Air personalities must protect their brand by choosing the right partners for endorsement ads.

Today, endorsements are one of the most effective forms of advertisement, but the bar has been raised. They are so successful, it seems every advertiser wants a personality voicing their spot.

That should demand a premium price, and it often does. It should also command a talent fee, and sometimes does. But crafty AE’s and clients are getting around the talent fee by asking for a live read rather than an endorsement. As if there’s a difference. Well, I guess there is in their mind.

To that, I advise: Be careful.

Choosing The Right Partners

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