06 November 2009

Television, Movie, Pop Stars Least Persuasive

Sort of an interesting survey (for two reasons) by Harris Interactive and Adweek Media:

imageBusiness Leaders Considered Most Persuasive in Ad Endorsement (PDF)
The issue of celebrity endorsements is something a number of companies grapple with as they are planning their advertising campaigns … One quarter of those aged 18-34 (23%) say television or movie stars are most persuasive while only 15% of those aged 55 and older feel the same way.

Sort of interesting survey reason #1:

I’ve talked about this for years when advising clients about reaching Baby Boomers.  In an online presentation a year ago there’s a section all about celebrity endorsements.  I used Liberty Medical as an example of a company that (at the time) needed to update its image. The section is about 19 minutes in:

Two graphics from the above presentation:







So you don’t have to sit through it, basically I say that it would be a mistake to find a ‘new’ Wilford Brimley. 

Sort of interesting survey reason #2:



Odd that Harris Interactive would stop delineating demos after age 55, as if all people over that age are the same: simply old

Of course, this myopia is nothing new:

The Jitterbug Phone
The real issue: Marketers assuming that if you're over fifty you're automatically a member of one and only one age demographic - all with the same needs and wants.

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