choose your celebrity carefully This is the third of five thoughts dealing with the use of celebrity endorsement and its value in advertising in particular, and marketing in general. Businesses, big and small spend a lot on celebrity endorsements (big and small), but what value do they deliver? A study by Nielsen, reported in 2017, […]

choose your celebrity carefully This is the third of five thoughts dealing with the use of celebrity endorsement and its value in advertising in particular, and marketing in general. Businesses, big and small spend a lot on celebrity endorsements (big and small), but what value do they deliver? A study by Nielsen, reported in 2017, found that 55% of consumers believe that negative publicity can impact on or damage the perception of a brand they are endorsing. It reported that: 35% suggested that negative publicity would be somewhat damaging 20% suggested that negative publicity would be very damaging Marketing ideas 101 highlighted three celebrity endorsements that went wrong: Hertz Rent a Car – endorsed by OJ Simpson Macys – endorsed by Donald Trump Pepsi – endorsed by Beyonce OJ Simpson would not be an ideal celebrity endorsement for any brand. Donald Trumps behaviour is not at all consistent with the…