Celebrity Endorsements: Money for Nothing?
According to the consumeristic decrees issued in the make-believe world of advertising, sports and entertainment celebrities' product endorsements are supposed to add, by mere association, that all-important "Midas touch" i.e. their most tangible and profitable placement...
Well, this is not necessarily the case, according to a study of published in the Advertising Age, under the banner: “Celebrities in Advertising Are Almost Always a Big Waste of Money” ...
"We set out to understand whether celebrities today are really worth the significant investment that brands were making. We studied every nationally televised ad for the first 11 months of 2010 and found that celebrity ads performed either below average or merely equaled it. Specifically, our study, 2010 Celebrity Advertisements: Exposing a Myth of Advertising Effectiveness, 2010, showed that fewer than 12% of ads using celebrities exceeded a 10% lift, and one-fifth of celebrity ads had a negative impact on advertising effectiveness."
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