be wary of celebrity endorsement This is the first 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, published in […]

be wary of celebrity endorsement This is the first 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, published in 2017, found that 51% of respondents believe that celebrity endorsements have no impact on their purchase decisions. While this might be a disappointing number for some, it does suggest that 49% of people might well be impacted by celebrity endorsements. Indeed, the study found that: 11% believe that celebrity endorsements have a large effect on their decision making 33% believe that celebrity endorsements have some effect on their purchase decisions 5% are ambivalent or unclear about the effect on their decision making This same study found that celebrity endorsement may not be the most powerful…