Celebrity endorsement: To celeb or not to celeb?

While the use of celebrity in ads is impactful, research has shown that it is also a little less persuasive.

Celebrity endorsement: To celeb or not to celeb?

Hamish Pringle23red

Misbehaving or over-exposed celebrities and public cynicism can make celebrity endorsement a costly mistake. But get the brand fit and the back story right and it can be a powerful communication.

The use of celebrities in advertising does not guarantee success, but can do so when the technique is used properly. Millward Brown data reveals that celebrity-based commercials are no more or less likely to be successful than any other executional type. While celebrity ads are considered more 'impactful', they are also perceived to be a little less 'persuasive'....

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