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Sales promotions
E/M/57. Use of celebrities in promoting new products
- WORDS:
- 2000
- DATE:
- 2006
- PRICE:
- 29.99 GBP
The paper examines celebrity endorsement (CE), or the use of a well-known person to support the launch of a new product. The challenges, benefits, outcomes and problems of CE campaigns are discussed.
KEYWORDS: celebrities, promoting, products,
Other Papers On: Sales promotions
Other Papers On: Advertising
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