Michael Jackson mime. His ability to keep one leg straight as he glides while the other bends and seems to walk requires perfect timing." Gordy said of the performance: "From the first beat of 'Billie Jean', I was mesmerized, and when he did his iconic moonwalk, I was shocked, it was magic, Michael Jackson went into orbit, and never came down." In November 1983, Jackson and his brothers partnered with PepsiCo in a $5 million promotional deal that broke records for a celebrity endorsement. The first Pepsi Cola campaign, which ran in the United States from 1983 to 1984 and launched its
Co-promotion to control its product’s target but these types of deal structures are much more complex than a company taking full responsibility for development and commercialisation. As a consequence, these collaboration agreements require comprehensive planning, detailed agreements and must consider a number of critical factors such as: Sharing the product revenues and the expenses by building cost models. Covering financial factors should be done such as allocation of promotional costs and expenses, number and quality of detailing, responsibility for sales force training, and monitoring and auditing of promotion expenses. Everyone in the company in any status such as the senior management,