Do Celebrity Endorsements Help or Hurt a Brand?

Are companies “winning” when they hire celebs to shill, and what happens when their spokesperson goes off the deep end?
In these celebrity-obsessed times, does the presence of a big-name endorser boost the effectiveness of advertising? Some recent research delivers a mixed, but largely positive, verdict.
A report this month from the Nielsen Co. examined viewer response to commercials that aired during the Academy Awards telecast on February 27, and it found that celeb endorsements garnered four of the top 10 places in the brand-recall standings. Of these, the strongest rating went to a spot for Best Buy, featuring not one but two celebrities: Ozzy Osbourne and Justin Bieber.
Right behind the Best Buy spot in the rankings was a commercial for Gillette’s Venus razor, starring Jennifer Lopez and her legs. Also in Nielsen’s brand-recall Top 10 were Celine Dion singing for the American Cancer society, and Adrien Brody crooning on behalf of […]

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