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Celebrity Sells

ISBN: 978-0-470-86850-8
340 pages
May 2004
Celebrity Sells (0470868503) cover image

Description

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 helped turn around Sainsbury?s fortunes, with the return on investment estimated at £27.95 for every advertising pound spent; sales of Walker?s Crisps increased by 105% thanks to Gary Lineker; One to One re-launched its brand with stars including Kate Moss and Elvis Presley.

Celebrity Sells demonstrates the awesome power of famous names, when skilfully used, to sell brands and offers practical advice on how to develop and advertise a brand using celebrities, including:

  • 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
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Table of Contents

Ethos quotation.

Acknowledgements.

Foreword.

Introduction.

Part I: THE IMPACT OF CELEBRITIES ON EVERYDAY LIFE.

Introduction.

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.

Part II: WHY CELEBRITIESWORK FOR BRANDS.

Introduction.

6. Celebrity and interactivity.

7. Celebrity in the era of consent.

8. Fame is the key.

Part III: HOW TO CHOOSE CELEBRITIES FOR BRANDS.

Introduction.

9. Understanding where the brand is now.

10. Seeing how a celebrity could help the brand.

11. Researching the effectiveness of celebrities.

Part IV: HOW TO USE CELEBRITIES FOR BRANDS.

Introduction.

12. Celebrity customers.

13. Celebrity product placement.

14. Celebrity sponsorship.

15. Celebrity testimonial.

16. Celebrity employees.

17. Celebrity brand ownership.

Part V: HOW TO MANAGE THE RELATIONSHIP WITH CELEBRITIES.

Introduction.

18. Negotiating and contracting with celebrities.

19. Pitfalls in using celebrities.

Part VI: TEN SUCCESSFUL WAYS OF USING CELEBRITIES.

Introduction.

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.

Part VII: THE FUTURE OF CELEBRITY.

30. Ten predictions on future trends.

Webography.

Appendix: IPA Effectiveness Awards Databank: ‘Celebrity’ cases.

Index.

About the Author.

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Author Information

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 & Saatchi. He is co-author of Brand Spirit: How Cause Related Marketing Builds Brands and Brand Manners: How to Create the Self-confident Organization to Live the Brand both published by Wiley.
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Reviews

"...the phenomenon, ironically Celebrity Sells, will make unpalatable reading for companies that have spent millions re-branding themselves around famous face..." (Independent on Sunday, 26 October 2003)

"...fascinating and witty reading..." ( Hot Stars, 3 April 2004)

“… Pringle knows his stuff.” (Daily Telegraph, 6 April 2004)

“This book is designed as a practical guide for practitioners…” (Sunday Business Post , 9 May 2004)

“This book looks at stars and advertising- and has some fab facts.” (New Woman, June 2004)

“… packed to the rafters with facts, ... would recommend this book to anyone, whether they work in media or not.”(Media Week, 1 May 2004)

“… an important book…” (Reading Chronicle, 20th May 04)

“…shows just how deeply our lives and lifestyles are influenced…” (City to Cities, Sep/Oct 2004)

 “…sound and detailed advice on how to find the right celebrity...” (Admap, November 2004)

“…This book is practical, relevant and packed with leading edge thinking…” (Mark Ritson, London Business School in IoD, Winter 2004)

“...for anybody fascinated by the public’s obsession with the celebrity cult…absorbing enough to appeal to a mainstream audience…” (Campaign, 10th December 2004) 

"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.

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