It’s the chicken vs. the egg of the ad industry: Does the brand help the ad or does the ad help the brand? What really makes a campaign memorable? Is it overall concept, humor or catchy jingles? What about celebrities? Following a February 23 study by Starch Advertising Research, it is estimated that magazine ads become 15% more memorable if they involve a celebrity.
The rules for endorsements and reviews have been rewritten for bloggers and their partner brands. As of December 1, The F.T.C. will put blogs, their authors, and social media endorsements under new scrutiny. The feds hope the legislation will make the blogosphere more honest. But are their efforts destined to repress a thriving online world?