Auteur: Hamish Pringle, uitgever: John Wiley & Sons Inc
Paperback, druk 2004 | Engels | 340 pagina's | 9780470868508 | Afmeting: 22,9 x 15,2 x 1,9 cm
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"Ever since publishing my book on the celebrity industry, High Visibility, I have been waiting for someone to show the power, gains, and risks of using celebrities in advertising. Hamish Pringle has delivered the goods."
—Philip Kotler Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University.
"A must read not only for anybody fascinated by the way in which the worlds of commercialism and the celebrity feed off each other but any agency account person anxious to avoid the pratfalls when signing up a star name."
—John Tylee Associate Editor for Campaign magazine
"As an account director, I once persuaded Sir Robert Mark to say, "I am convinced that the Goodyear Grand Prix S is a major contribution to road safety". Now as Chief Executive of the Marketing Society I am convinced that Hamish Pringle s "Celebrity Sells" will be a major contribution to any advertiser s understanding of this topic."
—Hugh Burkitt Chief Executive of The Marketing Society.
"Using celebrities to champion a brand can be immensely powerful if you get it right. Celebrity Sells tells you how."
—Winston Fletcher Chairman of Advertising Standards Board of Finance and author of Beating The 24/7
"Had a celebrity endorsed this fascinating book, it probably would have been more effective. However, you just got me."
—John Hegarty Creative Director of Bartle Bogle and Hegarty Ltd.
"Lineker seemed like a good idea at the time Hamish tells us why."
—John Webster Executive Creative Director of BMP DDB
"I d recommend Celebrity Sells , and particularly its categorisation of celebrity types as a useful tool for new marketers"
—Martin Glenn President PepsiCo UK
"Celebrity is a phenomenon of the new age. I am not certain I like it, but I am sure like everyone else in both society and this industry I need to understand it and deal with it. Hamish Pringle offers a rare insight into the new power of celebrity and how we can engage with it."
—Clive Jones CEO of ITV Plc.