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cmeggg | Do celebrity endorsed products influence you in any way to buy the product? ? |
It's for an advertising project.
I want to know on a scale of 1-3 (3 being the highest).
If a certain celebrity is endorsing a certain product, do you feel more likely to buy that product/brand or not?
Be Honest. =] |
 |
 
livingjohn
|
I would answer 2.5.
I think 9 out of 10 people might claim that the celebrity endorsement of a product doesn't affect their buying decisions, but most metrics say otherwise. I agree with previous posts that the amount of value a celebrity brings to a brand is directly proportional the that celebrity's relevance to that product's target audience. For example, Lebron James might strongly affect a basketball fan's shoe purchase decision, but have little to no affect on an older person's choice of retirement investments. The reason being that Lebron James may not be relevant to the older audience, and he brings very little investment credibility being a basketball star.
Ultimately, connecting your brand to a well known, and well regarded celebrity that is relevant to your target audience is valuable. Companies would not spend the money if they did not see financial results. However like anything, some endorsements are better, stronger, and more valuable than others. |
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jeligula
|
I would have to answer 1. I work in advertising and marketing and therefore know all the gimmicks used to make a sell. Celebrity endorsement is just another gimmick and in some ways can be insulting to a consumer's intelligence. It all depends on the fit of the celebrity to the product. Some companies go celebrity wild and can't see the forest for the trees. After all, who would buy a computer endorsed by Shaq? Only fans of Shaq. Most consumers would weigh the features and price and wonder what value would be added by having Shaq's name on the computer. I know that the celebrity is being paid good money to endorse something they usually have no real stake in, so it actually works the other way around for me. Having said that, I would use the right celebrity for the right product in a heartbeat, because it does work. Tiger Woods can sell the snot out of golf clubs, but what cell phone he uses is a matter of personal preference. Would I feel like Tiger if I bought this phone? No. Would I tell my friends that this is the same phone that Tiger uses? No. I would look stupid by doing so. But buying the same clubs that a champion uses shows that I am a serious about doing well in the game. |
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Cameraguy
 |
An example that comes to my mind are the new Nikon commercials that feature Ashton Kutcher. Now I love Nikon, and have been using their cameras exclusively for twelve years. I never thought they would have to use someone like him to sell their products, so if anything, I'm a little disappointed in the company.
It depends on who the celebrity is and what they're endorsing. |
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Reyna D D
|
nope.. dont influence me in anyway coz.. a wellknown actress advertised for garnier light skin and Pantene shampoo
but in a magazine it was a totaly different story of hers..
she was using SK11 and Kados shampoo.
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ibeapirate
|
2. I would say sometimes, but on a more subconscious level. I am the first one to sigh when I see David Beckham in another commercial or P diddy with his fragrance unforgivable but to be honest, I remember the products afterwards because I link them with the celebrity I already know. And I think thats what its all about, making you remember their product by linking it with something you already know. |
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Suzanne
|
2. My answer is mainly based on books being the product. I think that if it was food or something, the answer would be 1. |
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Jo W
|
1.
It makes no difference at all. because a) they are getting paid for endorsing the product, and b) they probably do not use it anyway. |
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Anne C
|
1
I'd have to agree w/ jeligula
These high profile endorsements merit attention, I guess THAT would be its greatest advantage - you instantly makes the market notice your product - to hold that attention and to transform it to an actual purchase or brand loyalty, is a totally different thing. |
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Trajikkarma
|
No.
<1
In fact, I may be less likely to because I know that the celebrity is being paid for the endorsement. |
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re.vilo
 |
of course the endorser can spell a difference in the product. the appeal of the model can really make a following for the merchandise.
richard gomez created a buzz for bench when he was the only image model back then. i patronized bench products because of this. look at where is bench now. they have models other than goma and their success is tremendous |
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Jacinto Luis Loves Adobo
|
Celebrity endorsement is not a factor at all in my decision to purchase an item. My parameters include availability, price, quality, environmental friendliness and degree of relevance to my need that relate into the overall value of the product. |
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grandwoman
|
2.5
Yes, it does. But ... only IF that celebrity is one I admire. For instance ... Halle Barry. |
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dkflwr
|
I would say 1.5 (can I do that?).
I generally turn the channel during all commercials. On the rare occasion that I've caught myself watching an infomercial, or Home Shopping Network, I often see celebrity-endorsed, or even created, products.
I focus most on how well they lay out exactly what the product is, what it purports to do, and how it can illustrate that the claims it makes are true, not on the relative fame of the person presenting the product to us.
HOWEVER, if a celebrity I thought had any shred of "street-cred"/ professional/artistic integrity left to protect can be seen talking about something on television, I will at least listen more intently, or longer, before flipping the channel, than I might otherwise.
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