Celebrity Sells

Beschreibung

Celebrities have always captured the imagination of the public. Intoday's age of consumerism, their ability to influence ourbehaviour 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 everyadvertising pound spent; sales of Walker?s Crisps increased by 105%thanks to Gary Lineker; One to One re-launched its brand with starsincluding Kate Moss and Elvis Presley. Celebrity Sells demonstrates the awesome power of famousnames, when skilfully used, to sell brands and offers practicaladvice 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

Autor*in

Hamish Pringle

Themen in »Celebrity Sells«

Berühmtheit Business & Management Prominenz Strategic Management Strategisches Management Werbung Wirtschaft Wirtschaft u. Management

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"...the phenomenon, ironically Celebrity Sells, will makeunpalatable reading for companies that have spent millionsre-branding themselves around famous face..." (Independent onSunday, 26 October 2003) "...fascinating and witty reading..." ( Hot Stars, 3 April2004) "... Pringle knows his stuff." (Daily Telegraph,6 April 2004) "This book is designed as a practical guide forpractitioners..." (Sunday Business Post , 9 May 2004) "This book looks at stars and advertising- and has somefab facts." (New Woman, June 2004) "... packed to the rafters with facts, ... wouldrecommend this book to anyone, whether they work in media ornot."(Media Week, 1 May 2004) "... an important book..." (ReadingChronicle, 20th May 04) "...shows just how deeply our lives and lifestyles areinfluenced..." (City to Cities, Sep/Oct 2004) "...sound and detailed advice on how to find theright celebrity..." (Admap, November 2004) "...This book is practical, relevant and packed withleading edge thinking..." (Mark Ritson, London BusinessSchool in IoD, Winter 2004) "...for anybody fascinated by the public's obsessionwith the celebrity cult...absorbing enough to appeal to amainstream audience..." (Campaign, 10thDecember 2004) "Ever since publishing my book on the celebrity industry, HighVisibility, I have been waiting for someone to show the power,gains, and risks of using celebrities in advertising. HamishPringle has delivered the goods." --Philip Kotler - Distinguished Professor of InternationalMarketing, Kellogg School of Management, Northwestern University. "A must read not only for anybody fascinated by the way in whichthe worlds of commercialism and the celebrity feed off each otherbut any agency account person anxious to avoid the pratfalls whensigning up a star name." --John Tylee - Associate Editor for Campaign magazine "As an account director, I once persuaded Sir Robert Mark tosay, "I am convinced that the Goodyear Grand Prix S is a majorcontribution to road safety". Now as Chief Executive of theMarketing Society I am convinced that Hamish Pringle's "CelebritySells" will be a major contribution to any advertiser'sunderstanding of this topic." --Hugh Burkitt - Chief Executive of The Marketing Society. "Using celebrities to champion a brand can be immensely powerful- if you get it right. Celebrity Sells tells you how." --Winston Fletcher - Chairman of Advertising Standards Boardof Finance and author of Beating The 24/7 "Had a celebrity endorsed this fascinating book, it probablywould have been more effective. However, you just got me." --John Hegarty - Creative Director of Bartle Bogle and HegartyLtd. "Lineker seemed like a good idea at the time - Hamish tells uswhy." --John Webster - Executive Creative Director of BMP DDB "I'd recommend Celebrity Sells, and particularly itscategorisation of celebrity 'types' as a useful tool for newmarketers" --Martin Glenn - President PepsiCo UK "Celebrity is a phenomenon of the new age. I am not certain Ilike it, but I am sure like everyone else in both society and thisindustry I need to understand it and deal with it. Hamish Pringleoffers a rare insight into the new power of celebrity and how wecan engage with it." --Clive Jones - CEO of ITV Plc.
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