Celebrity Sells

Celebrity Sells

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Celebrities have always captured the imagination of the public. In today's age of consumerism, their ability to influence our behaviour can be seen worldwide. Harnessing this power can reap huge rewards for business a€” the Jamie Oliver campaign helped turn around Sainsbury?s fortunes, with the return on investment estimated at Ap27.95 for every advertising pound spent; sales of Walker?s Crisps increased by 105% thanks to Gary Lineker; One to One re-launched its brand with stars including Kate Moss and Elvis Presley. Celebrity Sells demonstrates the awesome power of famous names, when skilfully used, to sell brands and offers practical advice on how to develop and advertise a brand using celebrities, including: How to choose the right celebrity for your brand How to build your brand using a celebrity How to manage relationships with celebrities How to protect celebrity and brand reputationSo Alan and I talked, and I dona#39;t remember ifI went to him and said I want to get Hoskins, or if Hoskins came up over lunch in a potential shortlist. Anyhow, I met ... At that time it was quite an altruistic campaign: by communicating, a#39;Ita#39;s good to talk a#39;, we aimed to make the world a more humane place. Bob was ... David: Yes, I think it was a good slogan, and became part ofthe language and all of that. And Bobanbsp;...

Title:Celebrity Sells
Author:Hamish Pringle
Publisher:John Wiley & Sons - 2004-06-25


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