Cristiano Ronaldo, a rising advertising icon

Cristiano Ronaldo, a rising advertising icon Cristiano Ronaldo (pictured) shows the FIFA Ballon d'Or 2013 , the award for best player in the world granted each year . It is the second time for the Portuguese, who had already won this award in 2008. In Facebook the player has left the following message , which has already more than 1,200,000 "likes" : “Very proud to win the Ballon d’Or for the second time, it means so much to me. I thank my teammates”. Moreover, Leo Messi is the player who earns more money with advertising , beating Cristiano Ronaldo and the retired David Beckham , says the agency Euromericas Sport Marketing. The Argentine earns about $ 57 million , compared with 51 for the Portuguese and 55 for the British . Cristiano Ronaldo is a star on and off the field . On the lawn he is a very competitive player, which has led him to be at the podium of the best players in the world . And the advertising goes to the call of his popularity. The Portuguese has starred in numerous campaigns for banks and clothing firms . Now the Real Madrid player has spent on foodstuffs . Cristiano Ronaldo participates in Bimbo Mexico last campaign in which the player is forced to change his name. A consultant recommends a new name ; Cristian Orlando. However, the prestigious U.S. magazine AdAge, has conducted a research with television spots in the U.S. and it has been found that ads with famous have below effectiveness than the average advertising campaigns. While 12% of the ads with celebrities achieved a growth of 10%, one in five had negative advertising consequences because of some scandal in the personal lives of the famous starring the spot. Consumers today are not the same as five years ago and, therefore, what has had success before, now is gone. Today, consumers are more influenced by the social networks than by a famous, with whom they have no relationship. In this situation, companies should consider how to avoid spending the large sums paid to celebrities, and to spent them instead to make great creations that have an effective message. clementeferrer3@gmail.com Author and journalist Clemente Ferrer has led a distinguished career in Spain in the fields of advertising and public relations. He is currently President of the European Institute of Marketing.