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Autor:
Hamish Pringle, Les Binet
Publikováno v:
Journal of Consumer Behaviour. 4:201-214
The first part of this paper summarises the key points about the use of celebrities in advertising, sets this particular creative technique in context and demonstrates how significant its return on investment can be. In the second part the paper goes
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::ac8403d2f530c64d0b96cb42e1995031
https://doi.org/10.1002/cb.2
https://doi.org/10.1002/cb.2
Autor:
Hamish Pringle, Jim Marshall
Seismic changes are occurring in the world of advertising due to the inexorable rise of new technologies and the way consumers are using new media. These changes in behaviour are challenging accepted ways of using the media to build brands. Based on
Autor:
Hamish Pringle
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 help