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NPD Reports On Consumer Response To Celebrity Endorsements: Who's Hot And Whos Not In Celebrity Advertising

PORT WASHINGTON, NEW YORK, April 24, 2006 Some celebrities are famous; others are infamous. While a celebrity alone wont sell a product, the right celebrity may help grab the attention of some consumers who may have otherwise not noticed a product. On the other hand, choosing the wrong celebrity or sports figure may have a negative effect on the consumers perceptions of the brand or product. A new report by leading consumer and retail information company The NPD Group, sheds light on those celebrities that consumers like seeing in ads and those they dont.
Celebrity Purchase Influence

Business Brokerage Of all celebrities tested, home improvement guru Ty Pennington ranks the highest on positive purchase impact among consumers who know each celebrity. In addition, Olympic medalist Summer Sanders, James Earl Jones, Emeril Lagasse and Carlos Santana also have strong influences on consumer purchasing for the products they represent. While these spokespersons may not have the highest overall awareness levels* or be recalled as pitching the most brands or products, they are very effective in leveraging their fame to increase the purchase intent of consumers who know them.

Impulse Goddess Body Fragrance Advertisement In my questionnaire I asked the gender of the interviewee.Results67.5% were female. 32.5% were male. This is nothing for Morrisons to worry about as there is not much they can do in this coursework I will talk about celebrity endorsements and why they should not be encouraged. I am someone who is regularly involved with celebrity endorsements

Forex Broker Conversely, Kobe Bryant, Donald Trump, Britney Spears, Paris Hilton and Anna Nicole Smith are all celebrities with very high overall recall or ad awareness** among consumers. However, they appear to have a negative influence on purchasing. In these cases, consumers saying the celebritys association with a product makes them less likely to purchase outnumber those who say it makes them more likely to buy.

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Online Brokerage A celebritys integrity and credibility are key elements of an effective celebrity endorsement. Lance Armstrong, George Foreman and Kirstie Alley all score highly among NPDs list of celebrities as being someone I trust. As one consumer commented, I believe Kirstie Alley is working hard to lose weight, that George Foreman knows about healthy grilling, and that Ty Pennington knows his way around home improvement they are all believable.

If names like "Oprah" or "Courtney Cox's husband" really matter to you in your choice in a diaper bag, then this is the one. There are a number of postings on the internet regarding 'celebrity endorsements' of Diaper Dude products. Even if a 'celebrity endorsement' means as little to you as we hope it does, we still won't hesitate to recommend this bag.

Real Estate Broker On the other hand, celebrities in ads for products they dont actually appear to use or believe in spells big trouble. As another consumer stated, They tend to appear fake or rehearsed. I wonder if they actually use the product.

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Agency Brokerage Spark Celebrities appearing in endorsements or advertisements for a product is like a double-edge sword. They can cut through the clutter of competition, but they can also cut the brand power in half. If the wrong celebrity is used, or the celebrity does something to disenchant the public, then their association with a brand can backfire. Marketers need to choose wisely, since todays hot celebrity can become tomorrows worst marketing nightmare, said chief industry analyst, Marshal Cohen.

But Haven said tickets to some events should not even be considered commodities because the venues housing the events were built with taxpayer dollars. Haven also argues deregulation does not bring prices down. New Jersey had a moratorium on its ticket scalping law in 1997, and the state conducted a study on the benefit to the consumers of deregulating the resale of tickets, Haven said. The report stated there was no benefit to consumers and data provided by ticket brokers was " serving."

Business Broker Celebrity Attributes

Brokerage Account * George Foreman has the highest endorsement/ad awareness
* Among those aware of each celebrity:
o Martha Stewart ranks highest with consumers saying she is in too many ads
o Kirstie Alley tops the ranks with consumers saying, I like to see in ads
o Lance Armstrong ranks highest with consumers as someone I trust

Stock Broker Source: NPD Celebrity Influence Study

Brokerage Online Stock Trading *Awareness: Percentage of total respondents who say they have heard of a specific celebrity or sports figure
**Endorsement/Advertising Awareness: Percentage of total respondents who say they have seen/heard a specific celebrity in advertising for any product or brand in the past three months (July/August/September 2005)

Broker Justin Ticket About The Study
The survey was administered to a nationally representative sample of 11,000 adults and teens ages 13+, selected from NPDs online consumer panel. It was fielded from September 22 to 29, 2005. A total of 3,241 completed surveys were included in the analysis.

Real Estate Brokerage About The NPD Group, Inc.
Since 1967 The NPD Group has provided reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,400 manufacturers and retailers rely on NPD to help them better understand their customers, product categories, distribution channels and competition in order to help guide their businesses. Information from The NPD Group is available for the following major vertical sectors: apparel, appliances, automotive, beauty, consumer electronics, food and beverage, foodservice, footwear, home improvement, housewares, imaging, information technology, music, software, toys, video games, and wireless. For more information, visit www.npd.com.

Commodity Broker Source: NPD Group

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