corner
Healthy Skepticism
Join us to help reduce harm from misleading health information.
Increase font size   Decrease font size   Print-friendly view   Print
Register Log in

Healthy Skepticism Library item: 16776

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: news

Arnold M
CEOs trump movie stars among celeb endorsers, says survey
Medical Marketing & Media 2009 Nov 4
http://www.mmm-online.com/CEOs-trump-movie-stars-among-celeb-endorsers-says-survey/article/157067/


Full text:

Mulling celebrity spokes-candidates for an ad campaign? Consider this: business leaders are more persuasive than athletes, movie stars or musicians, according to a Harris Interactive poll conducted on behalf of Adweek.

An online survey of 2,186 adults found that of the various strains of celebrity, 37% of consumers find famous business leaders to be most persuasive as product endorsers. Don’t tell Bob Dole, but politicians came in last, with just 10% of respondents ranking them most persuasive. Fourteen percent said singers or musicians are most persuasive, 18% cited television or movie stars and 21% said athletes are tops for product plugs.

The survey found significant age differences among respondents, though. Those 55 and older were much more likely to find suits persuasive, with 46% ranking them most persuasive, while just 28% of those 18-34 ranked celebrity CEOs tops.

For drug advertisers, of course, whether or not a celeb has had personal experience with a disease is as important as anything. The persuasive power of authenticity aside, PhRMA’s Guiding Principles on DTC advertising stipulate that: “Where a DTC television or print advertisement features a celebrity endorser, the endorsements should accurately reflect the opinions, findings, beliefs or experience of the endorser,” and that “Companies should maintain verification of the basis of any actual or implied endorsements made by the celebrity endorser in the DTC advertisement, including whether the endorser is or has been a user of the product if applicable.”

 

  Healthy Skepticism on RSS   Healthy Skepticism on Facebook   Healthy Skepticism on Twitter

Please
Click to Register

(read more)

then
Click to Log in
for free access to more features of this website.

Forgot your username or password?

You are invited to
apply for membership
of Healthy Skepticism,
if you support our aims.

Pay a subscription

Support our work with a donation

Buy Healthy Skepticism T Shirts


If there is something you don't like, please tell us. If you like our work, please tell others.

Email a Friend