By Irving J. Rein, Philip Kotler, Martin R. Stoller
This enlightening booklet describes and explains the hot that has developed to aid in achieving "visibility" in one's specialist lifestyles. scholars will study the promoting concepts used to split the leaders from the followers.High Visibility unlocks the mysterious enigma of celebrityhood, with examples from all walks of lifestyles, for an intensive knowing of the subject material.
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Additional info for High visibility: the making and marketing of professionals into celebrities
The result is that the once dominant Hollywood star-making model has been superseded by its offspring, a worldwide, multisectoral system designed to generate high visibility and create celebrities. The system is already well entrenched in the sports and political sectors, and it is growing fast with the celebritization of the business, religion, science, academic, and art sectors. The trend seems clear, illustrated by everything from the heavily promoted campaign for brokerage firm founder Charles Schwab, to the media-multiplied image of environmental artist Christo: the proficiency, penetration, and saturation of the visibility industry is growing.
In some cases, the definition revolves around the short-lived, ephemeral quality of celebrity. There is the implication that memory is a crucial dimension, that celebrity tends to be fleeting, less permanent than fame or greatness. Traditional definitions that tend to emphasize the ephemeral and transitory nature of celebrity fail to illuminate the core essence of celebrity: its commercial value. The operative question for modern times is: Can the celebrity sell newspapers, perfume, Volvo turbos, or Weider workout equipment, or generate attendance at the charity ball and draw media attention to a pet political cause?
The Rain in Spain" by Alan Jay Lerner and Frederick Loewe � 1956 (Renewed) Alan Jay Lerner and Frederick Loewe Chappell & Co. owner of publication and allied rights throughout the World All Rights Reserved Used by Permission WARNER BROS. S. , Miami, FL. A. Copyright © 1997 by NTC/Contemporary Publishing Company All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior permission of NTC/Contemporary Publishing Company.