Does fame always lead to fortune? Using celebrities in advertising

This paper describes the rules that are common to the successful use of celebrities in advertising as well as a study of examples of highly effective celebrity selections and less effective celebrity selections.

Does fame always lead to fortune? Using celebrities in advertising

Milton Souza and Silvia QuintanilhaMillward Brown, Brazil

WHY ARE PEOPLE OBSESSED WITH CELEBRITIES?

Recent years have witnessed a boom in the number of advertising contracts involving people...

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