Celebrity endorsement: Star value – Evaluating a celebrity's ROI
Steve YiGrey Group Korea
Steve Yi of Grey Group Korea outlines formulae for quantifying the risk-adjusted brand endorsement RoI for movie and sports stars using actor Will Smith...
Celebrity endorsement: Star value - Evaluating a celebrity's ROI
The article starts by asking whether there is any such thing as a sure-fire winner when choosing a celebrity to front a campaign.
