Adweek presented a story that provides further evidence that the trade publication lacks expertise in the advertising field—and its editors are just plain dumb. An Adweek/Harris Interactive poll essentially asked people to gauge the effectiveness of celebrity endorsements. First, this question has been around as long as celebrities have hawked brands. Second, based on the chart below, the poll was conducted in the least scientific way imaginable. Third, Adweek’s ultimate conclusions were, well, inconclusive. Did Adweek ever consider a fresh take on the matter? The publication could have examined how celebrity endorsements have evolved to include product placement, events, promotional partnerships and cause marketing. Instead, Adweek expelled a contrived turd with zero value to the average adperson. And the publication even used a celebrity—Mr. T—to spark interest for the lame piece. Pity the fools at Adweek.
Celebrities Moving Product? Not So Much
Consumers just say no to names aligned with brands
By Mike Chapman
American consumers insist that they are not swayed by celebrity endorsements. When asked by Adweek/Harris Interactive what their response is when a product or service is endorsed by a celebrity, more than three-quarters answered that it has no impact on their intent to buy. Just 4 percent said it makes them more likely to purchase.
Gender and age made little difference to the responses. The only notable variation was that nearly one in five of those aged 55 plus were less likely to buy something precisely because a celebrity had endorsed it.
Brands and their agencies press on regardless, pushing faces and names along with their products and services in a never-ending parade. They must know something we don’t. Or is it that we are just reluctant to admit that a celebrity endorsement makes a difference to our buying decisions?
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