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| Author: | Bertrand, K. |
| Title: | The power of personality. Apple, Sprint, Toshiba boost campaigns with big names |
| Journal: | Business Marketing
1992 : AUG, VOL. 77:8, p. 24-26,28 |
| Index terms: | |
| Freeterms: | WERBUNG, WERBEARTEN, WERBEMITTEL |
| Language: | eng |
| Abstract: | Following the example of a score of package goods marketers, Apple, Toshiba, Hertz, Sprint and General Rent-A-Car all use entertainment or sports celebrities in their ads. For these firms, celebrity endorses cut through the clutter of conventional business-to-business advertising. Several of the companies also deploy their celebrities at customer events, sales meetings, trade shows and charity affairs. Added to this article is a note of T. Spangler about the use of champion golf players in marketing campaigns. |
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