Hamish Pringle was appointed Director General of the Institute of Practitioners in Advertising (IPA) in 2001, following a 28-year career in London advertising agencies. He has written three books: ‘Brand Spirit: How Cause Related Marketing Builds Brands’, co-authored with Marjorie Thompson (1999, John Wiley & Sons), ‘Brand Manners: How to Create the Self-confident Organisation to Live the Brand’, co-authored with William Gordon (2001, John Wiley & Sons) and ‘Celebrity Sells’ (2004, John Wiley & Sons).
How marketers can use celebrities to sell more effectively
Article first published online: 29 APR 2005
Copyright © 2005 John Wiley & Sons, Ltd.
Journal of Consumer Behaviour
Volume 4, Issue 3, pages 201–214, March 2005
How to Cite
Pringle, H. and Binet, L. (2005), How marketers can use celebrities to sell more effectively. Journal of Consumer Behaviour, 4: 201–214. doi: 10.1002/cb.2
- Issue published online: 29 APR 2005
- Article first published online: 29 APR 2005
The first part of this paper summarises the key points about the use of celebrities in advertising, sets this particular creative technique in context and demonstrates how significant its return on investment can be. In the second part the paper goes on to report a more detailed analysis of the ‘celebrity’ case histories among the winners in the IPA Effectiveness Awards, and how practitioners have applied celebrity use to brands to make exceptional impacts on profitability.