WILL WORK FOR SHOES: THE BUSINESS BEHIND RED CARPET PRODUCT PLACEMENT

Book ID/图书代码： 14936511B51385

English Summary/英文概要： Get huge, powerful, cheap exposure for your brand by harnessing the star power of celebrities.

If you want your product to be a household name, look no further than the so-called Rich and Famous, who, as Susan Ashbrook shows in this practical, star-studded guide, wield potent influence over the buying public. Through colorful stories straight from the red carpet, hard-won lessons taken from years in the industry, and interviews with the top names in celebrity marketing, Ashbrook shows you how to

*get your product on the body or in the hands of a celebrity

*connect with stylists, publicists, and other handlers who have access to the star

*avoid awkward product-celebrity match-ups and find the perfect person for your brand

*execute a celebrity marketing campaign for next to nothing

*get valuable loaned product back from sticky-fingered stars

*prepare for the attention and increased demand when you have a celebrity hit

Though focused on fashion, Ashbrook’s advice is applicable to almost any type of product, and she makes a brilliant case for why placing products with celebrities can increase sales more successfully and economically than traditional advertising.

Chinese Summary/中文概要： 我要讓你記住“我”是誰！

運用社會名流的明星效力，從而輕而易舉地為你的品牌獲取巨大的，具有效力的，省力的廣告效應。
如果你想讓你的產品成為家喻戶曉的品牌，不要再觀望那些所謂的Rich和Famous （奢侈）的一線品牌，就像Susan Ashbrook（蘇珊•阿奇布魯克）在這部實用的，眾星薈萃的指南書籍寫的那樣，向購物群施展強大的影響力。通過從紅地毯，和這些年來在行業裡難得的經驗教訓中趣聞軼事，以及和名人市場行銷中的頂尖人物的訪談。阿奇布魯克告訴你如何

*讓你的產品在名人的身上或在他（她）們的手上展示

*運用著名設計師，宣傳人員，或其他操作人員，達到接近明星的方法

*避免讓你產品與佩戴的名人顯示出不協調，要為你的品牌，找對合適的人選。

*為下一個未知市場，準備好名人市場行銷策略

*從有偷竊癖的明星們那裡獲取價值的租借產品

*當得到名人的青睞時，為引起關注和增加日後的需求量做好充分的準備
雖然本書側重於時尚焦點，阿奇布魯克的建議卻適用於任何類型的產品，她給為何把產品和名人聯繫在一起能更為成功地提升銷售以及植入式廣告效應比傳統廣告更具實際效用提供了精彩的例證。(Sandy)

Awards/获奖情况：

About the Author/作者介绍： Susan J. Ashbrook（蘇珊•阿奇布魯克）已經從事名人植入性廣告行銷有二十年。她是電影時尚的創立人和這一行的佼佼者，第一個的時尚產品植入式廣告公司在洛杉磯成立。她的第一位客戶是（國際著名服裝品牌）的拉夫•勞倫，她接手的相對著名名人的客戶名單包括：（法國時尚時裝品牌）朗萬，（瑞士名表品牌）蕭邦，（奧地利水晶製造商）施華洛世奇，（創立於1976年的職業女裝）愛斯卡達，（紐約聞名設計師）以撒•麥茲拉西和更多明星品牌。她還未一些非時尚類的品牌如尼康，（美國跨國公司）孩之寶和萬事達卡提供諮詢。阿奇布魯克在2008年將Film Fashion公司賣給了Rogers & Cowan公關部。
Susan J. Ashbrook has been involved in celebrity product placement for twenty years. She founded and pioneered Film Fashion, the first fashion product placement company in Los Angeles. Her first client was Ralph Lauren, and she went on to match top celebrities with a roster of clients that included Lanvin, Chopard, Swarovski, Escada, Isaac Mizrahi, and many more. She has also consulted for non-fashion brands like Nikon, Hasbro, and MasterCard. Ashbrook sold Film Fashion to the PR powerhouse Rogers & Cowan in 2008.

Format:电子手稿

Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE(到期可授)

Complex/Traditional Chinese/繁体中文：AVAILABLE

Sales in other countries/其他国家销售情况：

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