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How marketers can use celebrities to sell more effectively
Author(s) -
Pringle Hamish,
Binet Les
Publication year - 2005
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.2
Subject(s) - profitability index , context (archaeology) , advertising , key (lock) , investment (military) , business , marketing , computer science , political science , history , law , finance , computer security , archaeology , politics
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.