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In the jungle of commercial life... Celebrity Sells... a new book by Hamish Pringle

In a fascinating new book, published today (5th April 2004) IPA Director General Hamish Pringle gives the low-down on how we are influenced by celebrities when we buy our clothes, style our hair, choose our makeup and fill our shopping trolleys.

24/06/2009

In a fascinating new book, published today (5th April 2004) IPA Director General Hamish Pringle gives the low-down on how we are influenced by celebrities when we buy our clothes, style our hair, choose our makeup and fill our shopping trolleys.

Packed with examples of good and bad celebrity advertising, hard evidence of successes, and interviews with top creative talents, Celebrity Sells shows the power, gains and risks of using famous people in advertising.

 Celebrity Successes:
 Friends star, Jennifer Aniston, reportedly earned £21 million in 2002, both from the £600,000 per episode, and from her lucrative deal with L’Oreal
 Popularised by reality TV, Jade Goody’s appearance on the cover of Heat magazine boosted its sales by over 100,000 copies
 As a way of measuring the ‘worth’ of celebrities, Q Scores evaluate the various perceptions and feelings that consumers have into one single ‘likability’ measurement; Tom Hanks has topped the United States’ Q Scores for the last 8 years

Celebrity Disasters:
 Michael Jackson being accused of child abuse when signed to Pepsi
 Paul Gasgoigne saying that Brut brought him out in a rash
 Barclays launching the Anthony Hopkins ‘big bank’ campaign and simultaneously announcing the closure of 200 rural branches, the proposal to introduce charges on their ATM machines and paying their new CEO over £1.5 million

You can purchase Celebrity Sells here

Last updated 25/06/2009


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