Star studded advertising: Is it worth the effort?

Demand for stars and celebrities to endorse products has increased so much that celebrity brokering has emerged. All types of products and services are vying for the use of stars. How effective are these stars? Is it worth the efforts? Is it worth the cost? There are opinions on both sides of the argument. To ascertain the effectiveness of star advertising, 1972 respondents were queried at random, and 411 were returned and analyzed. Celebrities were grouped by categories— entertainers, athletes, and invented product characters. Products were classified by durables, semi-durables, and consumables. Items such as celebrity-product associations for buyers and non-buyers, effectiveness of celebrity type, product type importance, credibility, and trustworthiness were studied.