Rebecca Rahmanian has a confession to make February 15, 2010
Posted by Mark Blei in : Humor, Staff posts , trackbackHello! My name is Rebecca Rahmanian. I work as a Research Analyst in the New York Office ..
I wouldn’t admit this to most people, but I have a bit of an obsession with celebrity gossip. I like to read a lot of celebrity news columns and blogs such as People, Perezhilton, TMZ, The Superficial, Dlisted, and so on. For me, it’s mostly about the fashion. But I can’t lie; I’m also intrigued to know what’s going on in their lives. Which, at times, can be more interesting then gossip overheard at the Dynamic Logic water cooler.
Last May, our researchers were given the opportunity to conduct research in their field of interest. At the time I was working on two beauty campaigns, both involving celebrity sponsorships so exploring the effectiveness of such endorsements was an easy pick for me. Although celebrities are commonly used in advertising, their influence on the brand and its consumers seems somewhat unclear. In my research I hoped to discover how a celebrity’s presence in an online ad impacts a consumer’s recognition of the brand and their purchase decision.
With the help of our MarketNorms Database, I was able to isolate campaigns including celebrities against those with unknown humans and identify their effect on Aided Brand Awareness and Purchase Intent. My findings indicate that the endorsement of a brand by a celebrity can be persuasive. Yet, their presence may demand too much attention, taking away from the advertised brand. Thus the appearance of Ellen Degenerse Catherine Zeta Jones or Tiger Woods may attract internet viewers to the ad, but not necessarily generate awareness for the advertised brand. As a result, if the primary goal of a campaign is to increase awareness of a brand, a celebrity’s presence may not be helpful.
Meanwhile, consumers may find a celebrity’s endorsements to be sincere, leading to an increased likelihood to purchase the brand in the future. As a result, the presence of a celebrity in an online ad campaign which seeks to increase sales may be more effective.
While celebrity endorsements can have both positive and negative effects on an ad campaign, the one constant is that at the very least, they will generate a second look by avid gossip mongers like myself.
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