Succeeding with celebrities
Ten ways to use stars in your advertising
Hamish PringleInstitute of Practitioners in Advertising
Before using a famous person sell a brand, marketers and their advertising agencies need to ask themselves four questions. How well does this particular celebrity fit in with the brand? How famous is the star? Which facets of this high-profile person can best work for brand profile? How much of this can brand finance?
Then, once these questions have beenanswered, there is...