Sort of an interesting survey (for two reasons) by Harris Interactive and Adweek Media:
Business 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:
CELEBRITY ENDORSEMENTS THAT ARE MOST PERSUASIVE
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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