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Anglický jazyk
Celebrity Marketing: Manipulation for Fascination
Autor: Camille Deruy
Nespresso with George Clooney, Jo-Wilfred Tsonga and Kinder, Antoine Griezmann and Sport 2000... So many examples of communication combining products and personalities in advertisements. Otherwise known as "endorsement", this strategy consists in using a... Viac o knihe
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O knihe
Nespresso with George Clooney, Jo-Wilfred Tsonga and Kinder, Antoine Griezmann and Sport 2000... So many examples of communication combining products and personalities in advertisements. Otherwise known as "endorsement", this strategy consists in using a celebrity for marketing purposes for a product launch, a new communication campaign or the modification of the brand's positioning, with a common goal: to make the advertising message easier to remember. A historical and growing strategy, endorsement aims to recruit and build loyalty among a target group seeking identification and security in the chosen personality, while allowing the brand to differentiate itself. Rigorous and in-depth work is essential for brands: means, goals, benefits, risks, celebrity's suitability for the identity, coherence with the target... all these variables must be addressed by the brand. The latter can adopt congruence, scandal marketing, multi-generational alliance, consumer involvement... A considerable involvement is essential to ensure this attractive strategy!
- Vydavateľstvo: Our Knowledge Publishing
- Rok vydania: 2023
- Formát: Paperback
- Rozmer: 220 x 150 mm
- Jazyk: Anglický jazyk
- ISBN: 9786205859810
