How far is too far?
This Forbes article is about whether or not CEOs should be incorporated into a company's advertisements or commercials. According to a study done by Ace Metrix about the level of sucess of companies using CEOs as a "front man" for their brand. This CEO strategy has been around for over 30 years and has shown to be successful for companies such as Papa John's and Sam Adams. Also, the results from the study show that on average the ads featuring CEOs outperform ads that do not have them. This strategy can provide consumers with an authentic feel to the brand and make the product more desirable. However, it does not work for all companies because sometimes CEOs are not as charismatic as others and come off as boring or unsuccessful communicators to the public.
*Do you think using CEOs in adversiting is an effective marketing strategy?
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