CEOs, not celebs, more persuasive

Share this article:

Mulling celebrity spokes-candidates for an ad campaign? Consider this: business leaders are more persuasive than athletes, movie stars or musicians, according to a Harris Interactive poll for Adweek.

An online survey of 2,186 adults found that of the various strains of celebrity, 37% of consumers find famous business leaders to be most persuasive as product endorsers. Don't tell Bob Dole, but politicians came in last, with just 10% of respondents ranking them most persuasive, 14% citing singers or musicians, 18% TV or movie stars and 21% athletes.

The survey found significant age differences among respondents, though.
Share this article:
You must be a registered member of MMM to post a comment.
close

Next Article in Features

Email Newsletters

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Read the complete October 2014 Digital Edition

Read the complete October 2014 Digital Edition

Click the above link to access the complete Digital Edition of the October 2014 issue of MM&M, with all text, charts and pictures.

Predicting your pink slip

Predicting your pink slip

Any time a firm needs to save money, high-salaried executives are targets

Private View: New ways to engage with customers

Private View: New ways to engage with customers

These healthcare social media campaigns successfully use emotion, altruism and the human desire to "brand" oneself to get customers engaged.