Celebrities have always captured the imagination of the public. In today's age of consumerism, their ability to influence our behaviour can be seen worldwide. <p>Harnessing this power can reap huge rewards for business — the Jamie Oliver campaign helped turn around Sainsbury?s fortunes, with the return on investment estimated at £27.95 for every advertising pound spent; sales of Walker?s Crisps increased by 105% thanks to Gary Lineker; One to One re-launched its brand with stars including Kate Moss and Elvis Presley.</p> <p><i>Celebrity Sells</i> demonstrates the awesome power of famous names, when skilfully used, to sell brands and offers practical advice on how to develop and advertise a brand using celebrities, including:</p> <ul> <li>How to choose the right celebrity for your brand</li> <li>How to build your brand using a celebrity</li> <li>How to manage relationships with celebrities</li> <li>How to protect celebrity and brand reputation</li> </ul>