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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
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
Acknowledgements.
Foreword.
Introduction.
Part I: THE IMPACT OF CELEBRITIES ON EVERYDAY LIFE.
Introduction.
1. Celebrity's impact on the media.
2. Celebrity's impact on hair and makeup.
3. Celebrity's impact on fashion.
4. Celebrity's impact on property.
5. Celebrity's impact on body shape.
Part II: WHY CELEBRITIESWORK FOR BRANDS.
Introduction.
6. Celebrity and interactivity.
7. Celebrity in the era of consent.
8. Fame is the key.
Part III: HOW TO CHOOSE CELEBRITIES FOR BRANDS.
Introduction.
9. Understanding where the brand is now.
10. Seeing how a celebrity could help the brand.
11. Researching the effectiveness of celebrities.
Part IV: HOW TO USE CELEBRITIES FOR BRANDS.
Introduction.
12. Celebrity customers.
13. Celebrity product placement.
14. Celebrity sponsorship.
15. Celebrity testimonial.
16. Celebrity employees.
17. Celebrity brand ownership.
Part V: HOW TO MANAGE THE RELATIONSHIP WITH CELEBRITIES.
Introduction.
18. Negotiating and contracting with celebrities.
19. Pitfalls in using celebrities.
Part VI: TEN SUCCESSFUL WAYS OF USING CELEBRITIES.
Introduction.
20. Celebrity as presenter.
21. Celebrities playing themselves.
22. Celebrity as brand character.
23. Celebrity expertise.
24. Celebrity as role model.
25. Celebrity cast against type.
26. Celebrity acting a part.
27. Celebrity revelation.
28. Celebrities interacting.
29. Celebrity representations.
Part VII: THE FUTURE OF CELEBRITY.
30. Ten predictions on future trends.
Webography.
Appendix: IPA Effectiveness Awards Databank: 'Celebrity' cases.
Index.
About the Author.
| Erscheinungsjahr: | 2004 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | 340 S. |
| ISBN-13: | 9780470868508 |
| ISBN-10: | 0470868503 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Pringle, Hamish |
| Hersteller: |
Wiley
John Wiley & Sons |
| Maße: | 229 x 152 x 20 mm |
| Von/Mit: | Hamish Pringle |
| Erscheinungsdatum: | 21.05.2004 |
| Gewicht: | 0,553 kg |
Acknowledgements.
Foreword.
Introduction.
Part I: THE IMPACT OF CELEBRITIES ON EVERYDAY LIFE.
Introduction.
1. Celebrity's impact on the media.
2. Celebrity's impact on hair and makeup.
3. Celebrity's impact on fashion.
4. Celebrity's impact on property.
5. Celebrity's impact on body shape.
Part II: WHY CELEBRITIESWORK FOR BRANDS.
Introduction.
6. Celebrity and interactivity.
7. Celebrity in the era of consent.
8. Fame is the key.
Part III: HOW TO CHOOSE CELEBRITIES FOR BRANDS.
Introduction.
9. Understanding where the brand is now.
10. Seeing how a celebrity could help the brand.
11. Researching the effectiveness of celebrities.
Part IV: HOW TO USE CELEBRITIES FOR BRANDS.
Introduction.
12. Celebrity customers.
13. Celebrity product placement.
14. Celebrity sponsorship.
15. Celebrity testimonial.
16. Celebrity employees.
17. Celebrity brand ownership.
Part V: HOW TO MANAGE THE RELATIONSHIP WITH CELEBRITIES.
Introduction.
18. Negotiating and contracting with celebrities.
19. Pitfalls in using celebrities.
Part VI: TEN SUCCESSFUL WAYS OF USING CELEBRITIES.
Introduction.
20. Celebrity as presenter.
21. Celebrities playing themselves.
22. Celebrity as brand character.
23. Celebrity expertise.
24. Celebrity as role model.
25. Celebrity cast against type.
26. Celebrity acting a part.
27. Celebrity revelation.
28. Celebrities interacting.
29. Celebrity representations.
Part VII: THE FUTURE OF CELEBRITY.
30. Ten predictions on future trends.
Webography.
Appendix: IPA Effectiveness Awards Databank: 'Celebrity' cases.
Index.
About the Author.
| Erscheinungsjahr: | 2004 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | 340 S. |
| ISBN-13: | 9780470868508 |
| ISBN-10: | 0470868503 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Pringle, Hamish |
| Hersteller: |
Wiley
John Wiley & Sons |
| Maße: | 229 x 152 x 20 mm |
| Von/Mit: | Hamish Pringle |
| Erscheinungsdatum: | 21.05.2004 |
| Gewicht: | 0,553 kg |
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