According to PR.com a recent survey conducted by WPP agency Mediaedge:cia (MEC) found that young adults are more likely to have a strong reaction to their favorite celebrity endorsing a product then older generations. In fact, results show that adults don’t care too much about wether their favorite celebrity promotes a brand or not and even have trouble remembering which celebrities have endrosement deals. This is what 14 percent of them responded in the survey.
I think It is fair to make the assumption that PRweek made, consumer appetite for celebrity endorsements is fading. Over 65 percent of respondents actually said that too many products are endorsed by celebrities. Although adults seem disinterested it can still be an effective tool to reach the young adult market.
This still leaves me wondering, are grown-ups less likely to admit to the influence celebrities have on them or do they really feel unaffective? And if they are unaffected should products and services geared toward an older maket save their promotional dollars for a different marketing tool? I find it hard to believe that adults are as unaffected by celebrity endorsements as they claim, especially when knowing consumer influence that Oprah has on the spending of middle aged women.
emiddl1
