| Description |
xxv, 311 pages : illustrations ; 23 cm |
| Bibliography |
Includes bibliographical references (pages [278]-280) and index. |
| Contents |
Ethos quotation -- pt. I. The impact of celebrities on everyday life -- 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 -- pt. II. Why celebrities work for brands -- 6. Celebrity and interactivity -- 7. Celebrity in the era of consent -- 8. Fame is the key -- pt. III. How to choose celebrities for brands -- 9. Understanding where the brand is now -- 10. Seeing how a celebrity could help the brand -- 11. Researching the effectiveness of celebrities -- pt. IV. How to use celebrities for brands -- 12. Celebrity customers -- 13. Celebrity product placement -- 14. Celebrity sponsorship -- 15. Celebrity testimonial -- 16. Celebrity employees -- 17. Celebrity brand ownership -- pt. V. How to manage the relationship with celebrities -- 18. Negotiating and contracting with celebrities -- 19. Pitfalls in using celebrities -- pt. VI. Ten successful ways of using celebrities -- 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 -- pt. VII. The future of celebrity -- 30. Ten predictions on future trends -- App. IPA effectiveness awards databank : 'celebrity' cases. |
| Subject |
Branding (Marketing)
|
|
Celebrities.
|
|
Selling -- Psychological aspects.
|
| Other Form: |
Online version: Pringle, Hamish. Celebrity sells. Chichester, West Sussex, England ; Hoboken, NJ : J. Wiley, c2004 (OCoLC)691190632 |
| ISBN |
0470868503 Paper alkaline paper |
|
9780470868508 Paper alkaline paper |
|
