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BizReport : Advertising : January 08, 2014


Stats in ads more convincing that celebs, finds UK survey

Brands that use celebrities to advertise their products could be missing a trick among an increasingly skeptical audience, according to recent research by Ipsos Mori for the Energy Saving Trust.

by Helen Leggatt

The Ipsos Mori survey of over 2,000 British consumers found that celebrities aren't as good at selling products as are statistics and supporting evidence.

While almost 6 out of 10 consumers surveyed said that backing up advertising claims with proof in the form of statistics would sway their purchase intent, just 1% cited celebrity endorsement.

The second most important was seeing advertising claims backed up by a third party or verified by a trusted organization (41%).

celeb endorsement.png

And yet, celebrity endorsement of products continues unabated, despite many consumers being savvy enough to realize most celebrities are swayed more by significant financial gain than for their confidence in a product.

And not all celebrities actively embrace a brand they endorse, as in the case of Alicia Keys who was found to be Tweeting from an iPhone despite a Blackberry endorsement deal, and Oprah Winfrey who Tweeted from her iPad despite endorsing Microsoft Surface.

"Clearly advertisers in the UK are suffering from an increasingly skeptical audience. The good news is that there are opportunities for organizations to start building trust with the UK public through their advertising and wider marketing," said Philip Sellwood, chief executive at the Energy Saving Trust.

"At the Energy Saving Trust, we are working with organizations to ensure that consumers are getting the right information and advice through all marketing and advertising channels, so they can make informed decisions about the right product or service for them."

Helga Esteb / Shutterstock.com

Image via Shutterstock

Tags: advertising, celebrity endorsement, consumer survey, UK










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