Celebrity Marketing: Manipulation for Fascination - Deruy, Camille
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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…mehr

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Produktbeschreibung
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!
Autorenporträt
Growing up between Istres, Montpellier, Paris, Lille, Aix-en-Provence: my work-study program led me to discover all the facets of commerce and marketing. When I arrived at Nespresso, the roaster aroused my curiosity: how did he manage to make coffee luxurious? George Clooney, of course! Here I am on the trail of the secrets of celebrity marketing.