An article in BrandWeek claims that advertisements that feature celebrities promoting their product prove to be no more effective than anyone else doing so.
“This research proves unequivocally that, contrary to popular belief, the investment in a celebrity in TV advertising is very rarely worthwhile,” said Peter Daboll, CEO of Ace Metrix. “It is the advertising message that creates the connection with the viewer in areas such as relevance, information and attention, and this remains the most important driver of ad effectiveness.”
I agree with Daboll, to an extent; the key words being “rarely worthwhile”. It depends on the target audience and the amount of their discretionary income.
When it comes to household products such as air fresheners and cleaners, I do not believe this marketing strategy to be effective but when it comes to celebrity perfumes/colognes, fitness products, apparel and other attractive wanted products, I find it to be much more effective. The reason for this being that people admire celebrities, whether it’s a person who never goes to a movie or watches television, he or she has at least one celebrity that they hold a higher regard for and would choose that product over another if they had seen that person endorse it-given that the sponsored product is of equal price and quality as other similar products on the market and that the consumer has the money and desire for it.
This also takes into account whether to product is a need or want; this determines who buys it and who doesn’t see the need to. Someone with a higher discretionary income may be more opt to purchase a wanted product, such as Miss Dior perfume sponsored by Natalie Portman, than someone with a lesser amount of money.
All in all, I believe Peter Daboll’s claim that celebrities make no difference in promoting a product than any other ordinary ad to be true in certain markets but effective for discretionary products with a high class target market.
Do you find celebrity ads to be appealing? Do you think they are as ineffective as Peter Daboll says?
Do you find celebrity ads to be appealing? Do you think they are as ineffective as Peter Daboll says?
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