George Foreman, endorsement king.This year's handicapping of our celeb heroes' influence on brands puts former heavyweight champion Foreman on top.
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In a story I've been posting on for awhile, it has again been found that just because a celebs name is well-known doesn't mean that people will buy the product they endorse.
The results of an NPD study comfirms that just because a celebrity's name is always being thrown around the tabloids and gossip columns, doesn't guarantee that someone will buy something because of them.
AdWeek adds that people like "Anna Nicole Smith, hotel heiress Paris Hilton, pop tart Britney Spears, supermodel Kate Moss and real estate mogul Donald Trump were all examples of celebs whose association made it less likely a person would buy a product", the study said. As a matter of fact is has been shown that it can reverse the buying habits of people if these 'raunch' stars or egotists are used for product endorsements.
The New York Post says that "Ty Pennington, the megaphone-wielding host of ABC's "Extreme Makeover: Home Edition," isn't the most recognized name in Hollywood, but he carries the most clout on Madison Avenue.
The celeb handyman, who sells his own line of housewares at Sears, is the best at getting consumers to pull out the credit card, a new study says."
Research business NPD Group also says that "Olympic medalist Summer Sanders, actor James Earl Jones, chef Emeril Legasse and "Desperate Housewives" hottie James Denton also score high when it comes to positive "purchase impact."
It is quite telling that other than Tiger Woods, none of the 87 celebs and sports figures that were researched would be what we would consider A-listers. It just shows you how important research and measuring is in any business.
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