Last but not least: We are fed up with advertising celebrities

The generous use of testimonials in advertising does not appear to be without effect: Attention and recall values of celebrity brand ambassadors are declining. This is the result of a survey of consumers on their attitudes to celebrity advertising, commissioned by the current Horizon Communication Trend and conducted by the Munich-based market research company Imas International. While last year almost one in two people noticed advertising with a celebrity factor more than other advertising messages, the figure is currently only 39 percent. The survey also shows that the recall effect of testimonial advertising is declining significantly. According to Imas market researcher Niels Wettermann, these figures are the result of the increasing use of testimonials in recent years. He speaks of a saturation effect. Brand expert and Interbrand boss Jürgen Häusler told Horizont.net that there is also a remarkable lack of ideas when it comes to choosing celebrities. The same faces are always smiling at you from the advertising block, which seems to destroy credibility. As well as being interchangeable, veteran advertising celebrities also run the risk of taking an existing brand image with them into a new partnership. Häusler therefore advises against choosing a celebrity with too strong an image.
With this in mind, let's hope that our Martina stays with the washing machines and doesn't bring the snow-white image to another company due to the enormous lack of ideas on the part of brand managers.