Celebrity Sells demonstrates the power that celebrities can have, when skillfully used, in selling brands and to explain to the reader how to develop a brand using celebrities. The book takes the reader from the publics fascination with celebrities, through to how celebrities sell products, 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 Celebrity Sells draws on the authors long experience in the advertising industry and convincing intellectual support will be provided by the extensive use of case examples drawn from the renowned IPA Effectiveness Awards case history data bank. These cases are from the UK, USA, Europe and the Far East. Examples include: the turnaround of Sainsburys business fortunes with the Jamie Oliver campaign: the ROI of this campaign is estimated at £27.95 for every advertising pound spent. The Walkers Crisps campaign with Gary Lineker this celebrity helped increase sales by 105% and increased the market share from 21% to 27%. One2One relaunched its brand using Kate Moss, Elvis Presley etc. Economic modeling estimated an additional £199.3 million in revenue attributable to adspend of £36.7 million.
Book Details:
- Author: Hamish Pringle
- ISBN: 9780470339220
- Year Published: 2004
- Pages: 340
- BISAC: BUS019000, BUSINESS & ECONOMICS/Decision-Making & Problem Solving
About the Book and Topic:
Celebrity Sells demonstrates the power that celebrities can have, when skillfully used, in selling brands and to explain to the reader how to develop a brand using celebrities. The book takes the reader from the publics fascination with celebrities, through to how celebrities sell products, 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 Celebrity Sells draws on the authors long experience in the advertising industry and convincing intellectual support will be provided by the extensive use of case examples drawn from the renowned IPA Effectiveness Awards case history data bank. These cases are from the UK, USA, Europe and the Far East. Examples include: the turnaround of Sainsburys business fortunes with the Jamie Oliver campaign: the ROI of this campaign is estimated at £27.95 for every advertising pound spent. The Walkers Crisps campaign with Gary Lineker this celebrity helped increase sales by 105% and increased the market share from 21% to 27%. One2One relaunched its brand using Kate Moss, Elvis Presley etc. Economic modeling estimated an additional £199.3 million in revenue attributable to adspend of £36.7 million.
Celebrity endorsement is listed as one of the top 20 hot topics by the World Advertising Research Centre, yet there is a glaring gap in books published on the topic.
A book about advertising and branding that does not intellectualise the issue, but shows how it works through a familiar and populist angle celebrities Lavishly illustrated with examples of cases where celebrities have exponentially improved brand performance, and cases where mistakes have been made Has the backing of the IPA in terms of marketing and sales channels Hamish Pringle is the bestselling author of Brand Spirit and Brand Manners
About the Author
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 both published by Wiley.