Celebrities in ads do not appeal to women
Dutch newspaper het Parool mentions an interesting survey held by Motivaction: interviews among 700 women show that women over 30 are not sensitive at all to celebrity women advertising products. 95% of them says that A-listers in ads do not have any impact on their choices at all.
Younger women seem to be a little bit more open to celeb-ads, although 85% of the target group also claims not to be influenced by them.
I wonder though, if this is also true in fashion, as I heard of many succesful examples in that category. Anyhow, these results must make marketeers think twice before they spend big budgets on celebrities.
By the way, I’d really want to hear the response among men!
Marianne van Leeuwen on October 6th 2008 in News
Ron X Jansen responded on 05 Jan 2009 at %0:%Jan %p #
Ik vraag me af wat de onderzoeksopzet is geweest. Als dit onderzoek inderdaad is gebaseerd op navraag, lijkt me dit geen relevant onderzoek.
Mensen kunnen wel denken dat ze niet beïnvloed worden door reclame, personen in reclame etc. Onderbewust spelen dergelijke factoren vaak toch in een rol tijdens het aankoopproces.