{"product_id":"9780470868508","title":"Celebrity Sells","description":"\u003ch1\u003eCelebrity Sells\u003c\/h1\u003e\u003ch3\u003eHamish Pringle\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ Decision-Making \u0026amp; Problem Solving\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003eCelebrities have always captured the imagination of the public. In today's age of consumerism, their ability to influence our behaviour can be seen worldwide.  \u003cp\u003eHarnessing this power can reap huge rewards for business — the Jamie Oliver campaign helped turn around Sainsbury?s fortunes, with the return on investment estimated at £27.95 for every advertising pound spent; sales of Walker?s Crisps increased by 105% thanks to Gary Lineker; One to One re-launched its brand with stars including Kate Moss and Elvis Presley.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCelebrity Sells\u003c\/i\u003e demonstrates the awesome power of famous names, when skilfully used, to sell brands and offers practical advice on how to develop and advertise a brand using celebrities, including:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eHow to choose the right celebrity for your brand\u003c\/li\u003e \u003cli\u003eHow to build your brand using a celebrity\u003c\/li\u003e \u003cli\u003eHow to manage relationships with celebrities\u003c\/li\u003e \u003cli\u003eHow to protect celebrity and brand reputation\u003c\/li\u003e \u003c\/ul\u003e\n\u003c\/div\u003e\u003cdiv\u003e \u003cb\u003eHamish Pringle\u003c\/b\u003e is the Director General of IPA (Institute of Practitioners in Advertising). He was previously director of Brand Beliefs Ltd and the Vice-Chairman, Director of Marketing at Saatchi \u0026amp; Saatchi. He is co-author of \u003ci\u003eBrand Spirit: How Cause Related Marketing Builds Brands\u003c\/i\u003e and \u003ci\u003eBrand Manners: How to Create the Self-confident Organization to Live the Brand\u003c\/i\u003e both published by Wiley.\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e28 May 2004\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9780470868508\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003ePaperback \/ softback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e352\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eWeight (oz): \u003c\/td\u003e\n\u003ctd\u003e19.0\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":44310512959628,"sku":"9780470868508","price":40.5,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9780470868508_fbd31d7e-a50b-4673-b708-8e236a61afb7.jpg?v=1780107502","url":"https:\/\/fh90cf-fv.myshopify.com\/products\/9780470868508","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}