consider age before you consider celebrity This is the fourth 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 reported by Customer […]

consider age before you consider celebrity This is the fourth 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 reported by Customer Behaviour looked at the impact of themed campaigns featuring celebrities endorsing a product. The study specifically considered the percentage of people in various age groups that resonated with celebrity endorsements. It found the following: 15 to 20 years of age – 16% 21 to 34 years of age – 14% 35 to 49 years of age – 8% 50 to 64 years of age – 7% 65 years of age and over – 2% Another study, reported in Statistica, looked at the impact of celebrity endorsements on the number of people who research a brand…