45% of US adults believe that celebrities can make either a
large (11%) or some (33%) positive difference to issues they are promoting, but
a greater proportion (51%) feel that they make little to no difference, per
results from a study by Harris Interactive.
Interestingly, respondents were more convinced of
celebrities’ potential negative impact: 55% believe that celebrities’ negative
publicity can have a somewhat (35%) or very (20%) damaging impact on the issue
they’re promoting.
The study follows research suggesting that celebrities don’t
have much influence over consumers when it comes to marketing campaigns.
In a study of global consumers’ responses to advertising
messages, Nielsen recently found that while humor resonates with a leading 47%
of respondents, celebrity (12%) and athlete (8%) endorsements resonate with the
fewest consumers.
Another study – from Boston Consulting Group, reported by
MediaPost – indicates that celebrity endorsements garner less trust from
consumers around the world than any other type of brand promotion.
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