The fame game: using celebrities effectively

David Iddiols describes recent research which attempts to define what is 'successful' when using celebrities in advertising campaigns.

The Fame Game: Using Celebrities Effectively

David IddiolsHPI

Spend any evening watching TV and it is inevitable that you will see celebrities featured in commercials. The same thing happens with print and outdoor media the celebs are there smiling out at you. Overseas, you will see a similar pattern, whether it is Boris Becker promoting AOL on TV in Germany or Penelope Cruz glamorising Ralph Lauren on posters in Spain.

There is no doubt that advertisers everywhere continue to queue for the services of personalities, hoping that some of their magic will rub off on the brand persona....

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