Czechs are not very enthusiastic about advertising with famous personalities. Just under half (45%) acknowledge that some are good, 30% think that few are good, a tenth do not think any are good at all and only 4% think almost all are good. When it comes to engaging familiar faces, Czechs appreciate when the personality is from the same industry as the brand or product they are promoting, when their speech is natural and convincing, or when the collaboration is long-term. This is according to research conducted by Nielsen and Ressolution Group on a sample of eight thousand respondents from the Czech National Panel's online population over 15 years old.
In the case of the involvement of celebrities in advertising, 16% of respondents have less trust in the advertised products and only 6% trust the product more. For 46% of Czechs, the involvement of a famous personality in the promotion of a product does not play a role. Younger people, especially those aged 15-24, tend to have more trust in brands promoted by celebrities, while people aged 45 and over tend to have no attitude towards such advertisements.
Czechs consider the best connection between a famous personality and a brand or product to be when the personality and the brand are in the same industry, such as sports or culture (17%). Authenticity also plays an important role - 13% of respondents consider the naturalness and persuasiveness of the personality's expression in the advertisement to be key. For 12%, a good connection between brand and personality is a sign of their long-term cooperation.
On the other hand, Czechs most often consider a bad connection between the personality and the brand to be when the personality's expression is unnatural and unconvincing (22%), when the brand's communication does not connect with the personality at all (14%). Too much distinction between the brand's industry and the industry of the well-known personality is considered bad by 12% of respondents.
According to 40% of Czechs, a good connection between a well-known personality and a brand in advertising can result in the brand being remembered and becoming known. A fifth of respondents see the potential of a successful collaboration in building trust in the brand or product, 18% think that such a connection can lead to sharing and recommending the product to other people, and 15% believe that it leads to a one-off purchase, i.e. trying out the brand or product. A consistent 15% expect that a successful brand/personality connection is good at most for amusement or interest, but does not lead to any specific action.
The most popular types of celebrities in ads are actors (32%) and athletes (13%). Other types of celebrities, such as influencers, singers or famous chefs, are far behind these two professions with units of percentages. More than a third of respondents (35%) have no preference in this regard.
Source: mediaguru.cz
