Celebrities repel consumers, but advertisers still love them

Craig Briggs (pictured), MD at Brandimage Asia, says using celebrities in ads is a great idea, but only if the communications idea is the real hero.
Celebrities repel consumers, but advertisers still love them…
A recent poll by Reader’s Digest magazine found that consumers find celebrity advertising ineffective.
For Asian marketers, this must serve as a shock, since so many brands across the region rely on celebrities to hawk their products. This over-reliance on celebrities to gain consumer attention is an increasingly flawed method of advertising.

Celebrities can be tremendously effective and a worthy association and investment, if they are used properly. The problem is, that in the overwhelming majority of such advertising, the celebrities supplant the ideas in the commercial.


Craig Briggs (pictured), MD at Brandimage Asia, says using celebrities in ads is a great idea, but only if the communications idea is the real hero.

Celebrities repel consumers, but advertisers still love them

A recent poll by Reader’s Digest magazine found that consumers find celebrity advertising ineffective.

For Asian marketers, this must serve as a shock, since so many brands across the region rely on celebrities to hawk their products. This over-reliance on celebrities to gain consumer attention is an increasingly flawed method of advertising.

Celebrities can be tremendously effective and a worthy association and investment, if they are used properly. The problem is, that in the overwhelming majority of such advertising, the celebrities supplant the ideas in the commercial.

When I worked in Japan, I attended a brain-storming meeting with the creative team for a television commercial for Johnson & Johnson. The entire discussion was spent reviewing a list of celebrities that we could consider for the commercial. There was no discussion of an idea or concept – that would come later – if at all. This was the first meeting, not a final concept presentation or pre-production meeting.

This demonstrates a common tendency to rely on celebrities too heavily, without considering the brand first. It often results in making the communications benefit the celebrity first, and the brand second, if at all. Not only is it lazy, it’s also potentially risky (see Tiger Woods and Gatorade, General Motors, Nike, et al).

It’s not that celebrities cannot be effective in a brand’s communications – they can. A recent example is Turkish Airlines that features actor Kevin Costner in their television advertising. The beauty and power of this ad is not the selection of Costner, but the idea itself – that Turkish Airlines makes you feel special – like a star. You could drop in any number of celebrities and the idea still holds firm. It’s among the best airline adverts I have seen in years (although it does lose some of its magic in print).

Unless your brand name is Air Jordan, Ralph Lauren or Virgin Atlantic, you may want to carefully reconsider your celebrity endorsements. You need to make sure that your advertising concepts are founded on a central idea and that the idea fits with the brand platform.

The use of a celebrity is potentially a great idea if, and only if, you consider the brand and the communications idea first, and the celebrity second.

Source:
http://www.campaignasia.com/Article/219269,celebrities-repel-consumers-but-advertisers-still-love-them.aspx

Enhanced by Zemanta

Autor: Gabriel Catalano - human being | (#IN).perfección®

Lo importante es el camino que recorremos, las metas son apenas el resultado de ese recorrido. Llegar generalmente significa volver a empezar!

GENTE COSMO

LIFESTYLE - by Esther Herrero

Being Your Brand

Branding and Strategy for Business and Life

Cruces, Sol y La Imaginación

Cuando la imaginación y la creatividad suman infinito

tranquicomix

fanzine bejarano de historietas hecho en los 80

A Stairway To Fashion

imagination is the key

Vinod833's Blog

This WordPress.com site is the bee's knees

Apasionada de las Redes Sociales

Compartir conocimientos 2.0 y Marketing Online

Zona de Promesas

Blog de Tecnología en Español - Internet - Redes Sociales - Entrepreneurship - Innovación

Top Master | Blog

LOS PROGRAMAS DE MBA Y POSTGRADO MAS INFLUYENTES DE TODO EL MUNDO

Unencumbered by Facts

Taking unsubstantiation to new levels

PsicoEmocions Blog

Un Pont entre la Psique i les Emocions

TEA PTLS NACHO

AUTISMO.TEA..PTLS

Comunicación & Marketing

De Lilian Lanzieri

Xtratexia

Dirección estratégica para la vida

StellarHIRE Partners

Founding Partner, StellarHire Partners - Executive Search Consultants. Recent engagements include Eloqua, SFDC, Tibco and Veeam.

ivanbrunpr's Blog

4 out of 5 dentists recommend this WordPress.com site

BLOGTEC

Noticias de Tecnologia.

T a l e n t o  en  E x p a n s i ó n

Gestión de personas y transformación digital para las organizaciones líderes de la Era del Conocimiento

Two Leaves Tea SPAIN

Great Organic Tea! ✫✫✫✫✫ Te Organico en Piramides

Ideas para la clase

Experiencias creativas en la clase de español.

Little Grey Box

Travel Well

No solo los 80's

La mejor música de la historia

Molly Balloon's Blog

Identity + Dressing + Colour

El OJO PUBLICO. / Глаз общественности

Ver para contar & contar para ver. / Чтобы рассказать

Think Creative Idea Growth Hacking

Expertos en estrategia y auditoria de marketing

The Coaching Alliance

El camino hacia el éxito

Erick Lovera

Mi Pasión en un Blog

Estampas de México.

“Un fotógrafo tiene que ser auténtico y en su obra, debe expresar emociones, provocar reacciones y despertar pasiones.” ~ Javier García-Moreno E.

Natalia Gómez del Pozuelo

Escritora y formadora en comunicación

aloyn

Alimentación, ocio y negocios, ALOYN, es un Grupo dirigido a Directivos y Propietarios de empresas, interesados en el mundo de la industria de alimentación y bebidas. Tanto por la parte de la industria productora como por la parte de la industria consumidora y/o distribuidora (Distribución Comercial, Horeca, Vending, Venta Directa, etc). También nos interesan las actividades ligadas al agroturismo y el enoturismo como magníficas actividades de promoción y difusión de la cultura gastronómica.

Blog de Jack Moreno

Un blog de Joaquín Moreno sobre recursos, literatura y ciencia ficción

Mashamour

Ensalada de Manjares

be.blog

be. Intelligent Multimedia Education

~~Mente en Gravedad~~

************************************************************************************************************

The Xtyle

Fashion Blog - Un Blog de Moda y Tendencias by Bárbara Sanz Esteban

aníbal goicochea

Tecnologías de la Información y Estrategia

A Waterfall of Sound

"Poetry is when an emotion has found its thought and the thought has found words." Robert Frost

Health & Family

A healthy balance of the mind, body and spirit

Style & Design

Fashion Trends and News

U.S.

News, Headlines, Stories, Video from Around the Nation

NewsFeed

Breaking news and updates from Time.com. News pictures, video, Twitter trends.

A %d blogueros les gusta esto: