{"product_id":"celebrity-marketing-manipulation-for-fascination-von-camille-deruy","title":"Celebrity Marketing: Manipulation for Fascination","description":"\u003cp\u003eNespresso 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!\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9786205859810\"\u003e\u003ch3\u003e\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9786205859810","offer_id":46455195205957,"sku":"9786205859810","price":49.9,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/51e2e1fc-d068-4c92-b60e-85a1409623c7.jpg?v=1747893278","url":"https:\/\/shop.autorenwelt.de\/products\/celebrity-marketing-manipulation-for-fascination-von-camille-deruy","provider":"Autorenwelt Shop","version":"1.0","type":"link"}