Strategies of publisher houses to create bestsellers out of books including celebrities. The marketing campaign for "Becoming" by Michelle Obama

Nino Matinjanin

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Academic Paper from the year 2020 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: ...

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Academic Paper from the year 2020 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, Stuttgart Media University (Electronic Media), language: English, abstract: In this essay, strategies will be compared literary publishers are using to promote a book to bring it into book-charts with and without the use of a celebrity or influencers. What kind of role does the author play in the promotion of the book? How do celebrity authors change the game? Comparisons will be made about which effect the use of a famous person has on the development of sales, how marketing strategies are adapted and what kind of new possibilities are created. Also, the effect bestseller lists have on the sale of books and by which criteria big bestseller creators chose the books, presented in their lists will be analysed. For this comparison, the book "Becoming" by Michelle Obama will be used as an example and the marketing campaign her team used to promote the book will be reviewed. Michelle Obama's book is used for this essay because of the incredible successful campaign and the fact, that the book reached all kind of bestseller lists in several countries. Also, Obama is one of the biggest personalities on the globe and appreciated by a lot of people. For that comparison, an introduction to her as a person and the influence she has on citizens in the United States and other countries are going to be reviewed.