If you want your product in front of younger adults, a celebrity endorser may help with brand awareness and encouraging willingness to try out the product.
According to MediaPost, a new worldwide report done by Mediaedge:cia shows that celebrity endorsements are most influential to young adults between the ages of 18 and 34.
Thirty percent of the 18 to 34 year-olds surveyed said that they would try a product promoted by a celebrity. In contrast, older demographics are less moved to make a purchase. In fact, only 14% of consumers 35-54 years old and 11% of people who are 55+ years old stated that they were influenced.
It was inferred that marketers’ value hiring a big name endorser because of the strong word-of-mouth marketing that comes along with the endorsement. Reports indicate that persons 18-34 are 50% more likely than other age groups to recommend a celebrity-endorsed product.
The study also found that some countries think that there is an over saturation of celebrity endorsements. About 65% of those questioned think that too many products are promoted by celebrities.
In order to maintain the target audience, experts argue that celebrity endorsements need to be more strategically sound with the product or service.
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