by Henning Metzdorf · VDM Verlag Dr. Müller · tapa blanda · ISBN 9783639027143
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«Testimonialwerbung» is Henning Metzdorf's marketing essay, published by VDM Verlag Dr. Müller in paperback (108 pages, in German).
The work studies celebrity advertising as a brand communication tool: it reviews the growth of celebrity testimonials in German advertising, analyzes their suitability and sets out the criteria that should guide their selection, as well as the opportunities and risks compared with conventional product advertising.
Subtitled «Eignung von Prominenten in der Markenkommunikation»; published on May 26, 2008 within the Business and Economics category.
Aimed at advertisers, marketing managers and brand communication professionals interested in celebrity campaigns.
Tapa dura
Tapa dura
