Are celebrity product endorsements effective?

There are several schools of thought on this subject and actually getting honest information from manufacturers and ad agencies is very difficult. I suppose this data is considered a trade secret.

One would think that the use of celebrities for product endorsement is cost effective, or it wouldn't be done, but that's logical thinking, and that doesn't always apply when celebrities are involved.

Obviously many consumers like to use the same products that their heroes or heroines use, such as golf clubs endorsed by Tiger Woods, or perfume used by a Hollywood hottie.

But, let's face it, using Tiger's clubs isn't going to get you a spot in The Masters, and applying the same scent as Sophia Bush will not guarantee a woman the man of her dreams.

Here's the current thinking on celebrity product endorsements from a business standpoint.

Source:www.nytimes.com