make sure that your celebrity endorser uses the product This is the fifth 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? Research by […]

make sure that your celebrity endorser uses the product This is the fifth 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? Research by Ask Your Target Market and reported in AYTM, found that 36% of consumers are influenced by a celebrity using a product. Certainly, consumers in this study suggest that endorsements work. It found that 49% of consumers (a similar result to other studies reported in this series) said that they were influenced by a celebrity endorsing a product, and that such an endorsement would likely impact their purchase decisions. It would appear, however, that the impact is greater if the celebrity is known to use the product. Certainly, it must be credible that the celebrity would…