The fame as a passport to the attention: reflections on the use of celebrities in the communication of global marketing
The main objective of the present essay is to explore the theme of the use of celebrities in marketing communications, with specific focus in the reception of messages of international standardized campaigns in local contexts. The difficulty to obtain the consumers’ attention is an important reason...
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| Format: | Article |
| Language: | English |
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Escola Superior de Propaganda e Marketing - ESPM
2008-03-01
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| Series: | Internext: Revista Eletrônica de Negócios Internacionais |
| Subjects: | |
| Online Access: | http://internext.espm.br/index.php/internext/article/view/63 |