How marketers can use celebrities to sell more effectively

Autor:	Hamish Pringle, Les Binet
Rok vydání:	2005
Předmět:	Social Psychology Return on investment Key (cryptography) Context (language use) Profitability index Advertising Business Marketing Investment (macroeconomics) Applied Psychology
Zdroj:	Journal of Consumer Behaviour. 4:201-214
ISSN:	1479-1838 1472-0817
DOI:	10.1002/cb.2
Popis:	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 on to report a more detailed analysis of the ‘celebrity’ case histories among the winners in the IPA Effectiveness Awards, and how practitioners have applied celebrity use to brands to make exceptional impacts on profitability.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::ac8403d2f530c64d0b96cb42e1995031 https://doi.org/10.1002/cb.2 Zobrazit plný text záznamu Plný text ve formátu PDF