I am reading, for the second time, Ogilvy on Advertising. Which, in my humble opinion, is the greatest book ever written on the subject.
Every time I read the book it gives me new ideas. And confirms my beliefs in some others areas where I’m constantly questioned.
Anyway, I have a question I’d like your opinion on. On page 109 Ogilvy talks about the problem with using celebrities in TV advertising; particularly for their ability to change people’s brand preference.
He gives these two reasons:
1, People forget the brand being advertised and remember the celebrity instead
2, People are cynical of the brand as they guess the celebrity has been paid – and they are right
But has this now changed since this book was first published in 1983? Does our fascination with all things celebrity mean using famous people in advertising increases brand preference – and ultimately sales?
Or do big brands, armed with even bigger budgets, not monitor brand preference or sales accurately enough to know?
I’d really like your comments and opinions on this subject.