A01=Hamish Pringle
above
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Author_Hamish Pringle
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book
Category=KJS
celebrity
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evidence
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Product details
- ISBN 9780470868508
- Weight: 539g
- Dimensions: 157 x 229mm
- Publication Date: 26 Mar 2004
- Publisher: John Wiley & Sons Inc
- Publication City/Country: US
- Product Form: Paperback
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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 — the Jamie Oliver campaign helped turn around Sainsbury?s fortunes, with the return on investment estimated at £27.95 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 reputation
Hamish Pringle is the Director General of IPA (Institute of Practitioners in Advertising). He was previously director of Brand Beliefs Ltd and the Vice-Chairman, Director of Marketing at Saatchi & Saatchi. He is co-author of Brand Spirit: How Cause Related Marketing Builds Brands and Brand Manners: How to Create the Self-confident Organization to Live the Brand both published by Wiley.
