Hamish Pringle’s book Celebrity Sells really delves into all aspects of celebrity endorsements. Should you even use a celebrity endorser? According to Pringle you should, it just all depends on how you go about it. He really knows his stuff, from interesting facts and statistics to case studies, Pringle keeps you interested and reading from the beginning to the end of his book.
In the introduction, Pringle discusses that in the era of celebrity, brands should take advantage of the public’s obsession with celebrities. Celebrity really does sell in a world where people want to know all they can about their favourite celebrities. Pringle writes about the different ways in which celebrities are part of our lives. What make a successful endorsement is then discussed in great detail, showing again that Pringle really knows the ends and outs of celebrity endorsements. But then Pringle also goes on to talk about what could go wrong when brands use celebrity endorsements, giving plenty of examples of what has gone wrong in the past, from scandals to brand disloyalty.
The rest of the book is dedicated to the relationship between the brand and the celebrity, analysing customers, celebrity product placements and sponsorships and other forms of celebrity endorsements. Hamish Pringle really knows the field and imparts as much of that knowledge that he can through this book. I would recommend it to anyone who is just curious about the art of celebrity endorsements but also to anyone in the fields of PR, marketing and advertising who want to find out how to go about celebrity endorsements in a successful manner.
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