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. Leer más “Celebrities repel consumers, but advertisers still love them”