Does fame always lead to fortune?

Date of publication: October 20, 2006

Catalogue: Latin America 2006

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Abstract:

The paper describes the rules that are common to the successful use of celebrities in advertising as well as a study of examples of highly effective celebrity selections and less effective celebrity selections. The results are based on desk research, on findings from Millward Brown's database and knowledge bank and from the celebrities tracking study conducted in Brazil in July 2006.

Silvia Quintanilha

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Milton Souza

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