search query: @indexterm ADVERTISING RESEARCH / total: 488
reference: 42 / 488
| Author: | Pringle, H. Binet, L. |
| Title: | How marketers can use celebrities to sell more effectively |
| Journal: | Journal of Consumer Behaviour
2005 : MAR, VOL. 4:3, p. 201-214 |
| Index terms: | Advertising research Advertising effectiveness Investments |
| Freeterms: | Celebrities |
| Language: | eng |
| Abstract: | This article summarizes key points about the use of celebrities in advertising and sets this technique in context and demonstrated how significant its return on investment can be. It also introduces detailed analysis of celebrity case histories among winners in the IPA Effective Awards and how practitioners have applied celebrity use to brands to exceptional impacts on profitability. |
SCIMA