Marketing and all things related

Now you might think that the best way to pitch your product to college student is via celebrity endorsement, and you would be wrong, naturally. According to a new study Alloy Media and Harris Interactive, college students rank corporate social responsibility over celebrity endorsement in their choice of consumer brands. (Social responsibility is considered contributions to social and environment causes.) The online survey polled almost 1800 students aged 18-30 currently enrolled in college. 33% of respondents prefer brands known for their association with non-profit causes, community activism, or environmentally-friendly practices. Celebrity endorsements were considered by 2% of respondents in their purchase decisions. Brands deems socially responsible were identified as Ben & Jerry’s, Body Shop, and Yoplait.  Marketing Blurb is skeptical of these findings. Instead, we believe students were asked to choose from a force list for easily tabulated results. Qualitative techniques are better suited to this kind of information, folks. We learned about this from Media Post Publications (free registration required.)