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Does Super Bowl Advertising Really Pay Off?
Jan08

Does Super Bowl Advertising Really Pay Off?

As anticipation for the 2015 Super Bowl begins to build, marketers and sports fans alike are awaiting Sunday, Feb. 1. Advertisers who are investing $4 million or more in a Super Bowl commercial are busy plotting their creative strategies and public relations programs while the rest of us wait to be entertained. But marketers everywhere should take pause and examine past insights that have emerged from previous Super Bowl ad investments. There are some important themes that are transcendent for advertisers everywhere. Click HERE for...

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Famous Faces, Questionable Results: Celebrities in Advertising
Jun24

Famous Faces, Questionable Results: Celebrities in Advertising

As advertisers struggle to develop campaigns that break through the noise and persuade consumers to purchase, the use of a celebrity spokesperson is a go-to option. In AMA Marketing Insight’s June edition, CEO Jeri Smith discusses what advertisers might expect a celebrity spokesperson to yield for their brands. Read AMA Marketing...

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Superstars and Cars: Infiniti’s Celebrity Solution?
May08

Superstars and Cars: Infiniti’s Celebrity Solution?

With nowhere to go but up in the luxury automobile market, Infiniti is embarking upon an agency review. Brand building is an exciting endeavor for agencies and creative teams are chomping at the bit for this opportunity. There are many strategies that Infiniti and its agency of choice can employ in this quest to establish a unique brand position in the consumer’s mind. Allyson Witerspoon, Infiniti USA’s Director of Marketing, commented on the desire to find a pop culture “influencer” in an attempt to recapture Infiniti’s successful use of Jonathan Pryce in the 1990s. Infiniti has experienced the value that a celebrity influencer or spokesperson can provide as a brand linked equity (BLE). The deliberate development and nurturing of BLEs can strengthen the ROI by dramatically improving the odds that consumers in your target audience will engage with your advertising and link it to your brand. One celebrity benefit that could be of considerable interest to Infiniti as it further defines its image, is that the personality of the celebrity has the ability to transfer onto the brand being advertised. This image transfer is far more likely to happen if you use the same celebrity over time. Which – if they select their spokesperson wisely – could help them to position the brand in a manner that makes it stand apart from the competitive set. But even some one-time uses of celebrities have proved successful for auto brands. In general, celebrities have shown mixed results in their ability to persuade consumers in a single execution, but a notable exception appears to be automotive Super Bowl commercials. An analysis of the performance of 2014 Super Bowl auto commercials with celebrities versus non-celebrity car ads, reveals that celebrities boosted brand linkage by 33%, branded engagement by nearly 60%, and the chances of persuasion were more than five times greater for celebrity commercials. Perhaps Infiniti will go the route of a celebrity “influencer” and take them for a spin for the 2015 Super...

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Celebrities in Advertising: Make or Break?
Mar19

Celebrities in Advertising: Make or Break?

It might just depend on what they’re selling… Celebrities appeared in about 40% of 2014’s Super Bowl commercials. This percentage has remained consistent over the past couple of years. But this year, more advertisers opted to use multiple celebrities. The more the merrier, right? That might apply to some advertising tactics – but not necessarily for celebrity appearances. Radio Shack, Pistachio, Kia, Bud Light, Jaguar, Dannon Oikos, and Honda are just some of the brands that featured celebrities in their Super Bowl spot. Between Stephen Colbert, the cast of Full House, Laurence Fishburne, and dozens of 80s super heroes, celebrities were thick on the Super Bowl ad field. Celebrities have always been popular choices for advertising campaign, but are they a smart investment for brand advertisers? Short answer: Sometimes. In general, celebrities aren’t a guaranteed success. Celebrities don’t buy the brand any greater persuasive power. They aren’t any better at generating engagement than other creative commercial approaches. Crucially, celebrities often distract the viewer from the brand or product being advertised. The one exception seems to be in the automotive category. We have found that because so many car advertisers buy Super Bowl spots, the clutter and cross-brand confusion for this sector is intense. This tends to cause lower engagement and weaker branding for the entire automotive category. It’s a challenge for these brands to make an impact and persuade viewers with one Super Bowl execution. This is when the brand can benefit from the clever use of celebrities. The performance of automotive commercials in this year’s Super Bowl revealed that famous faces significantly helped car companies. They boosted brand linkage by 33% and increased branded engagement by nearly 60%. Further, the chances of persuasion were more than five times greater for celebrity commercials. However, more wasn’t necessarily better: the spots using more than one celebrity fared no better in these performance metrics than those that featured only a single celeb. The Communicus Best Use of Celebrity award, in the automotive category, goes to Kia. Laurence Fishburne helped the brand to successfully differentiate the new Kia K900 luxury sedan from competitors. This aided in building purchase intention and actual investigations of the model. Ellen DeGeneres, who appeared in the ad for Beats Music, was the only celeb who helped move the needle for a non-automotive product. Bottom line: Using a celebrity is not a magic ticket to meeting business objectives with a commercial. But deploying the famous personality in a way that keeps the focus on the brand, and is consistent with the celebrity’s persona, is an advertiser’s best bet at a winning celebrity ad....

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