Know-How Exchange : Student Questions

The answer would depend on the specific instance. In some cases, they were critical to the brands' successes. In other cases, they were almost irrelevant. And just about everything inbetween.

If you want more information about celebrities in advertising and their effectiveness, visit the Q-score site at www.qscores.com . These people measure believability and recognition, attitudes toward famous people, etc. and sell the information to advertisers who are considering using a celebrity endorsement.

Consider the negative impact of a particular celebrity on your particular product. The wrong one could be far worse than none at all. Consider how fast Michael Jackson was dropped after allegations were brought up against...even though there's been no convictions, the association with him will reflect negatively on the company and product he might be representing. If you can afford to hire a celeb for your spokesperson, you can afford to do the market demographics and tests.

Good Luck, Debi Brady