When a company makes the decision to use a celebrity, a sports figure or any public figure to endorse their products or their services , they are taking a risk. This risk may prove to be worth it, or it may prove to be disastrous. The public is interested in the lives of public figures, sometimes obsessively so. It is for this reason that the character of the person making the endorsements be taken into consideration. Online companies such as moneymutual.com have employed the use of celebrity endorsements, just as the endorsements have been used through other mediums such as TV and Radio. Take the current situation with golf legend Tiger Woods . Due to his personal life becoming public knowledge, he has lost corporate sponsors and lost his credibility when it comes to speaking for companies services and products. It is not whether or not a person’s private life should be anyone else’s business. It is that regardless, Woods is in the public eye, and when that happens there is no long a life that is lived privately and discreetly.  The other side of the celebrity endorsed advertising campaign coin, is world renown cycling legend, Lance Armstrong . Here is not only and extraordinary world class athlete, perhaps the greatest cyclist of all time, but due to the strength and the courage he demonstrated during his long battle with what should have been terminal cancer, he has gained not only the respect of the those in the world of biking, but the respect of all those struggling with fighting cancer themselves. The Nike advertising campaign is well known. It is the simple statement, Just Do It. Nike took a risk on Armstrong.  Due to the fact that Armstrong came back to win so many Tour de France titles following such an extreme medical situation, he was accused of taking drugs to enhance his performance. This is the kind of accusation that makes him a greater investment risk and could have the end endorsement gigs for him. But the man was tested more in one year than most other athletes get tested throughout their careers, and he always proved to be riding clean. And not only that, his strength and determination was even more emphasised, creating a more powerful spokesman for the the Nike Company. This high risk investment paid off, and their Armstrong campaign is one of the most successful campaigns of all time.

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