2012 China Celebrity Endorsement Report: Who is the best brand ambassador?

CelebrityZ, a celebrity equity research project, looks at the benefits and problems of using celebrity endorsements in China, where more than half of the advertisements feature celebrities.

2012 China Celebrity Endorsement Report: Who is the best brand ambassador?

Sirius Wang and Penny Du

The past decade has seen an explosive growth of celebrity advertising, especially in China where more than half of the advertisements feature celebrities.

According to Millward Brown's Link database, about 9 percent of advertisements used celebrities in the year 2000, which rose to a staggering 53 percent in 2011, twice the global average. Celebrities are most frequently used in food and hair care advertisements.

In spite of the rapid growth of celebrity advertising, its effectiveness has been decreasing. The 2011 data indicates that...

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