Irving J. Rein - High visibility: the making and marketing of professionals into celebrities

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title	:	High Visibility : The Making and Marketing of Professionals Into Celebrities
author	:	Rein, Irving J.; Kotler, Philip.; Stoller, Martin R.
publisher	:	NTC Contemporary
isbn10 | asin	:	0844234486
print isbn13	:	9780844234489
ebook isbn13	:	9780071397261
language	:	English
subject	Publicity, Fame, Celebrities.
publication date	:	1997
lcc	:	HM263.R366 1997eb
ddc	:	659
subject	:	Publicity, Fame, Celebrities.

Page iii High Visibility The Making and Marketing of Professionals into Celebrities Irving Rein Philip Kotler Martin Stoller NTC Business Books NTC/Contemporary Publishing Company

Page iv Library of Congress Cataloging-in-Publication Data Rein, Irving J. High visibility : the making and marketing of professionals into celebrities / Irving Rein, Philip Kotler, Martin Stoller. p. cm. Includes index. ISBN 0-8442-3448-6 1. Publicity. 2. Fame. 3. Celebrities. I. Kotler, Philip. II. Stoller, Martin R. III. Title. HM263.R366 1997 659dc2197-17534 CIP Interior design by Scott Rattray Quotations from David Finn, "Public Invisibility of Corporate Leaders," Harvard Business Review (November-December 1980) pp. 103, 109, used by permission. "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. PUBLICATIONS U.S. INC., Miami, FL. 33014 Published by NTC Business Books, An imprint of NTC/Contemporary Publishing Company 4255 West Touhy Avenue, Lincolnwood (Chicago), Illinois 60646-1975 U.S.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. Manufactured in the United States of America International Standard Book Number: 0-8442-3448-6 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1

Page v TO LAUREN & PERRY REIN, NEIL KOTLER, AND MELISSA STOLLER

Page vii Contents Preface ix Acknowledgments xi 1 Sculpting the Image 1 2 The Visibility Premium 13 3 The Celebrity Industry 29 4 Marketing Celebrities 61 5 Celebrity Sectors and Hierarchies 83 6 Celebrity Consumers: Watchers, Seekers, Collectors, Fans, and Insiders 105 7 The Building Blocks of Transformation 149 8 The Techniques of Transformation 185 9 Delivering the Image 235 10 Publicity: The Voice of Visibility 271 11 Sustaining Celebrity 299 Epilogue 333 Index 339

Page ix Preface Much has happened since we took our last look at celebrity phenomena and the underlying celebrity-making industry. First, the public has become more accepting of the celebrity phenomena, more ready to treat celebrity information as providing diversion or entertainment. Second, we suspect more people are ambitious to achieve celebrity-status. They are recognizing the higher pay, perquisites, and privileges bestowed upon those whose reputation precedes them. Third, celebrity-making has become a more pronounced phenomenon in certain sectors. For example, it is no longer rare for business or religious leaders to enlist professional help in building their public skills and image. Fourth, there has been an explosion in the number of channels for disseminating the celebrity's image. We see Michael Jordan's image almost daily, not only in the standard print and broadcast media but also on film, T-shirts, dolls, athletic shoes, in on-line discussion groups, and so on. Fifth, we believe that the technology for entrepreneurial self-celebrity-making has advanced in the last few years. The advent of home video-recorders, home recording studios, fax machines, E-mail, widely available local coaches, and public relations specialists multiplies the opportunities for shaping one's skills and diffusing one's image to a wider audience.

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