Previously published in DRMA Voice
A recent AdWeek article highlighted a significant decline in the
use of celebrity endorsers in television commercials. The article
cited a report by brand research agency Millward Brown that found
the use of celebrity endorsers has declined by half during the past
eight years. Although it is not exactly clear what led to this
decline, a 2011 study by Ace Metrix found that in a sampling of
2,600 TV ads, those ads featuring celebrities had, on average,
lower effectiveness scores than non-celebrity ads.
Direct response marketers have long known the power of
non-celebrity endorsers in both long- and short-form infomercials.
The logic behind the use of "regular" people in
commercials is straightforward. People often ask friends for
recommendations in choosing all manner of products and services.
Television – as well as social media outlets like
Twitter, Facebook, Pinterest and blogs – allows consumer
endorsements to circulate widely,
