Hamish Pringle 
Celebrity Sells 

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

Содержание

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.

Об авторе

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.