{"product_id":"celebrity-sells-9780470868508","title":"Celebrity Sells","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eCelebrities have always captured the imagination of the public. In todaya 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 GBP27.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"...the phenomenon, ironically Celebrity Sells, will make unpalatable reading for companies that have spent millions re-branding themselves around famous face...\" (\u003ci\u003eIndependent on Sunday\u003c\/i\u003e, 26 October 2003)  \u003cp\u003e\"...fascinating and witty reading...\" ( Hot Stars, 3 April 2004)\u003c\/p\u003e \u003cp\u003e“… Pringle knows his stuff.” (Daily Telegraph, 6 April 2004)\u003c\/p\u003e \u003cp\u003e“This book is designed as a practical guide for practitioners…” (Sunday Business Post , 9 May 2004)\u003c\/p\u003e \u003cp\u003e“This book looks at stars and advertising- and has some fab facts.” (New Woman, June 2004)\u003c\/p\u003e \u003cp\u003e“… packed to the rafters with facts, ... would recommend this book to anyone, whether they work in media or not.”(Media Week, 1 May 2004)\u003c\/p\u003e \u003cp\u003e“… an important book…” (Reading Chronicle, 20\u003csup\u003eth\u003c\/sup\u003e May 04)\u003c\/p\u003e \u003cp\u003e“…shows just how deeply our lives and lifestyles are influenced…” (City to Cities, Sep\/Oct 2004)\u003c\/p\u003e \u003cp\u003e “…sound and detailed advice on how to find the right celebrity...” (Admap, November 2004)\u003c\/p\u003e \u003cp\u003e“…This book is practical, relevant and packed with leading edge thinking…” (Mark Ritson, London Business School in IoD, Winter 2004)\u003c\/p\u003e \u003cp\u003e“...for anybody fascinated by the public’s obsession with the celebrity cult…absorbing enough to appeal to a mainstream audience…” (Campaign, 10\u003csup\u003eth\u003c\/sup\u003e December 2004) \u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eEthos quotation.  \u003cp\u003eAcknowledgements.\u003c\/p\u003e \u003cp\u003eForeword.\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003ePart I: THE IMPACT OF CELEBRITIES ON EVERYDAY LIFE.\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003e1. Celebrity’s impact on the media.\u003c\/p\u003e \u003cp\u003e2. Celebrity’s impact on hair and makeup.\u003c\/p\u003e \u003cp\u003e3. Celebrity’s impact on fashion.\u003c\/p\u003e \u003cp\u003e4. Celebrity’s impact on property.\u003c\/p\u003e \u003cp\u003e5. Celebrity’s impact on body shape.\u003c\/p\u003e \u003cp\u003ePart II: WHY CELEBRITIESWORK FOR BRANDS.\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003e6. Celebrity and interactivity.\u003c\/p\u003e \u003cp\u003e7. Celebrity in the era of consent.\u003c\/p\u003e \u003cp\u003e8. Fame is the key.\u003c\/p\u003e \u003cp\u003ePart III: HOW TO CHOOSE CELEBRITIES FOR BRANDS.\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003e9. Understanding where the brand is now.\u003c\/p\u003e \u003cp\u003e10. Seeing how a celebrity could help the brand.\u003c\/p\u003e \u003cp\u003e11. Researching the effectiveness of celebrities.\u003c\/p\u003e \u003cp\u003ePart IV: HOW TO USE CELEBRITIES FOR BRANDS.\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003e12. Celebrity customers.\u003c\/p\u003e \u003cp\u003e13. Celebrity product placement.\u003c\/p\u003e \u003cp\u003e14. Celebrity sponsorship.\u003c\/p\u003e \u003cp\u003e15. Celebrity testimonial.\u003c\/p\u003e \u003cp\u003e16. Celebrity employees.\u003c\/p\u003e \u003cp\u003e17. Celebrity brand ownership.\u003c\/p\u003e \u003cp\u003ePart V: HOW TO MANAGE THE RELATIONSHIP WITH CELEBRITIES.\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003e18. Negotiating and contracting with celebrities.\u003c\/p\u003e \u003cp\u003e19. Pitfalls in using celebrities.\u003c\/p\u003e \u003cp\u003ePart VI: TEN SUCCESSFUL WAYS OF USING CELEBRITIES.\u003c\/p\u003e \u003cp\u003eIntroduction.\u003c\/p\u003e \u003cp\u003e20. Celebrity as presenter.\u003c\/p\u003e \u003cp\u003e21. Celebrities playing themselves.\u003c\/p\u003e \u003cp\u003e22. Celebrity as brand character.\u003c\/p\u003e \u003cp\u003e23. Celebrity expertise.\u003c\/p\u003e \u003cp\u003e24. Celebrity as role model.\u003c\/p\u003e \u003cp\u003e25. Celebrity cast against type.\u003c\/p\u003e \u003cp\u003e26. Celebrity acting a part.\u003c\/p\u003e \u003cp\u003e27. Celebrity revelation.\u003c\/p\u003e \u003cp\u003e28. Celebrities interacting.\u003c\/p\u003e \u003cp\u003e29. Celebrity representations.\u003c\/p\u003e \u003cp\u003ePart VII: THE FUTURE OF CELEBRITY.\u003c\/p\u003e \u003cp\u003e30. Ten predictions on future trends.\u003c\/p\u003e \u003cp\u003eWebography.\u003c\/p\u003e \u003cp\u003eAppendix: IPA Effectiveness Awards Databank: ‘Celebrity’ cases.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e \u003cp\u003eAbout the Author.\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48864640860503,"sku":"9780470868508","price":22.79,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470868508.jpg?v=1722272852","url":"https:\/\/bookcurl.com\/products\/celebrity-sells-9780470868508","provider":"Book Curl","version":"1.0","type":"link"}