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Consumers announce the death of celebrity endorsement

Consumers announce the death of celebrity endorsement

Consumers are tired of seeing celebrities in advertising and feel they should be dropped from brands’ campaigns, according to a new survey from consumer insight specialist G2 Data Dynamics.

A survey among G2 Data’s ViewPoint panel of 30,000 UK consumers found that 37 per cent of people believe companies should be taking money out of expensive celebrity endorsements during the credit crunch and plough it into more effective forms of marketing.

The survey of attitudes towards advertising revealed consumers are less attracted to a brand by a TV ad campaign, with more preferring to find out about brands through websites and email marketing.

Meanwhile, the majority of respondents believe that companies offering discounts or free gifts were most likely to provoke loyalty among customers as opposed to other forms of marketing.

Kevin Slatter, managing director of G2 Data Dynamics, comments: “With the rise in reality TV shows that allow for consumer involvement, customers are seeing themselves as stakeholders in creating celebrities from ‘real people’. Also interesting is that consumers are becoming increasingly brand aware online. This mimics the shift in advertising revenue from TV to online and will be interesting to see how TV fights back.’



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