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Arts and Culture

Celebrity Endorsements: Money for Nothing?

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Posted on Jan 13, 2011
AP / Koji Sasahara

In the world of advertising, celebrity always equals money, and anything that these luminaries—whether from entertainment, sports or even politics—touch (even by accident) is tantamount to tangible, profitable product placement, right?

Actually, not necessarily, according to a study of celeb endorsements published in Advertising Age under the startling headline, “Celebrities in Advertising Are Almost Always a Big Waste of Money.” And this is the sound of celebrities scrambling to pocket their free swag while it lasts.  —KA

Advertising Age:

We set out to understand whether celebrities today are really worth the significant investment that brands were making. We studied every nationally televised ad for the first 11 months of 2010 and found that celebrity ads performed either below average or merely equaled it. Specifically, our study, 2010 Celebrity Advertisements: Exposing a Myth of Advertising Effectiveness, 2010, showed that fewer than 12% of ads using celebrities exceeded a 10% lift, and one-fifth of celebrity ads had a negative impact on advertising effectiveness.

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New and Improved Comments

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By sudha, January 18, 2011 at 5:59 am Link to this comment
(Unregistered commenter)

there is no needed information ...only a limited information is presented.

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By Caramx, January 16, 2011 at 5:23 am Link to this comment
(Unregistered commenter)

I was wearing Rolex and Lacoste long before celebrities made them more popular. Now I don’t wear them at all and wear cheap stuff.  The crass commercialism makes me throw up.

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PatrickHenry's avatar

By PatrickHenry, January 14, 2011 at 8:27 pm Link to this comment

Celebrity Endorsements:

Money for Nothing and your chicks for free.

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By samosamo, January 14, 2011 at 5:32 pm Link to this comment

Celebrities. That very empty part of american culture that
ostensibly tries to distract attention from whatever is really of
importance. Promotion of worship of graven images of what has
little or nothing to do with life. An insult to nature.

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