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Keywords:

  • Celebrity;
  • advertising;
  • marketing;
  • communications;
  • effectiveness;
  • creative;
  • return;
  • investment

Abstract

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.