What is an advertiser looking for in a possible endorser? Is it the celebrity superstar? With the millennium going full force many advertisers are looking for that person who really is known throughout the world. It is also no surprise that a very large percent of these endorsers are African Americans.
             "He's a world class athlete. He's also cool, personable, and he's fun" says Perry Rogers, president of Alliance Sports Marketing in Las Vegas. Now, why wouldn't an advertiser like a superstar like Shaquille O'Neal? Described by Perry Rogers as all around great person Shaq displays what all top advertisers are looking for in possible endorsers. Besides being on of the top endorsers Shaq is still behind some very well known African Americans such as Tiger Woods, Venus Williams, and the legendary Michael Jordan. Advertisers have no secret that big names will increase the possibility of sales.
             The growth of the consumer population over the last decade has grown, 73% have been ethnic consumers. The majority have been African Americans and Latinos. Between 1994 and 1999 overall expenditures of consumers grew 23.7%. 40.1% is what the expenditures of African Americans were. It is estimated by 2006 the market for African Americans will total $682.5 billion. With more superstars waiting to be discovered, we as consumers are still going to see a lot of changes in the way advertisers compete to attain the true mega endorser.
             Some professionals believe that the growth of African Americans in the endorsing is simply because the need for integration. The sign of integration was really evident M.A.C. an 18 year old cosmetic company signed Mary J. Blige and Lil Kim as spokespersons for there Viva Glam campaign. It was also no surprise to see Venus and Serena Williams spokespersons for Avon. The two tennis superstar sisters have major leverage on the types of product they will endorse. With the...