A few days ago, I was in the mall and they asked me to participate in a survey about video games.
What it turned out to be was all about Tiger Woods. Seems this company is going to have him endorse a golf game.
Now to me, I could care less if Tiger Woods or anyone endorsed it. I want the game to be fun to play.
Long story short, they emailed me the results of their survey and it says, “thank you for your participation, and I got a coupon to get the game at half off, and it gave the results”
According to this SEVENTY FIVE percent of those surveyed said, Tiger Woods behaviour would influence them negatively if he endorsed a product.
This really surprised me a lot.
I could care less if Candice Bergen uses Sprint or Michael J Fox drinks Pepsi (you can see how old I am huh? :))
So do you put any importance on a celebrity endorsement. Not just Tiger Woods but anyone in general.
And it can be good or bad. If they are having a good rep, such as Tiger Woods had before would that make a difference?
No. Whenever we needed a new TV, I didn’t care that my all-time favorite celebrity, Alice Cooper, endorsed a certain kind. We just went ahead and bought the one we liked best.
On an intellectual level we can all claim that we are immune to various advertising stratagems, but that doesn’t mean we’re actually immune to them. The mere fact that markxxx can remember which celebrities endorsed which brands shows the effectiveness of celebrity endorsements in creating brand awareness. The simple fact is we’re more likely to purchase a brand we’ve heard of before, and we’re more likely to remember hearing about it if a person familiar to us talks about it, particularly if we think of that person positively. If any of this was not true, companies would not spend the amount of money necessary for a celebrity endorsement.
Or it could just be that companies that spend enough money to buy Tiger Woods have enough money to bombard us with commercials featuring Tiger Woods.
I don’t care if my own mother endorsed it, I can’t ever buy a Buick.
I have gotten a survey in the past asking me how I felt about certain celebrities. Honestly I didn’t know who 90% of them were. Hell I am still trying to figure out who Brittany Murphy is.
I would only care if the celebrity used the product and was actually endorsing it for real. I do not care what sort of tennis racket Geddy Lee uses, but if he said “you know, Ernie Ball strings really are the bomb” I’d take his word for it.
I only care if Stephen Colbert endorses something. That doesn’t mean I’ll automatically buy anything he endorses (no way I’m eating Doritos or drinking Dr. Pepper), but it’s enough to make me give it a second look (Ben & Jerry’s Americone Dream, I’m looking at you.)
I will second the “It depends” thing here. For example, I have a book by Alton Brown on must-have Kitchen gadgets. In it, he explains why he likes the things he likes. Also, unlike some other food personalities, he doesn’t have is own line of cookware, knives, etc, so I trust what he has to say.
Shaquille endorsing Comcast has no impact on me, though. Nor does the cast of Chuck driving Toyotas cross-country.
I wish celebrities endorsed things they used independently before they were asked to endorse it. If that was somehow proven to be the case, then I’d pay more attention.
Probably wouldn’t make me buy the product so much as respect the celebrity, though.
In Woods’s case it makes sense to get him, since the scandal his price has fallen. He’s way too good to leave golf, eventually he’ll be back, in the meantime other companies can get him at a reduced rate.
Mine only works in the negative sense. For instance, for some reason Brooke Shields bugs the shit out of me. So whatever she’s peddling, I don’t want. The eyelash growth commercial, for instance, is a complete turn-off for me.
I thought the point of these was more to get people’s attention. Does it matter that Michael J Fox or Alice Cooper or Stephen Colbert is endorsing something? No…but if you’re a fan, you might stop and actually focus on the commercial. Television people, rightly or wrongly, believe we all have the attention spans of hyperactive 2 year olds. Anything that’s memorable is a plus. The fact that you even remember one of your favorite celeberties AND the product means that it was successful in catching your attention. Associating the product with a positive (attitute towards your celeb) is the goal here. If you happen to hate said celeb, at least you might remember the product. It’s all about Brand Awareness <tm>.