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Tracy Tuten

MediaPost Publications Endorsements Don't Earn Trust For Marketers 11/07/2013 - 0 views

www.mediapost.com/...-earn-trust-for-marketers.html

ecuadvertising endorsements celebrity

shared by Tracy Tuten on 07 Nov 13 - No Cached
  • Tracy Tuten on 07 Nov 13
     
    On the value of celebrity endorsements in advertising
Tracy Tuten

Lights, Camera, Calculator! The New Celebrity Math - WSJ.com - 0 views

online.wsj.com/...4479404575088143982459472.html

students advertising celebrities q-scores e-poll

shared by Tracy Tuten on 02 Mar 10 - Cached
  • To help decide which celebrity is the best choice for a film role or product endorsement, entertainment and marketing executives can tap into a host of numbers to gauge public figures' star power. So many, in fact, that the numbers leave a dizzying portrait of who's hot and who's not. At least four companies regularly track opinion on public figures in entertainment and sports. The venerable Q Score, in its fifth decade, surveys consumers once or twice a year by mail. Three newer competitors rely on the Web, enlisting panel participants to weigh in more regularly. The numbers are marketed to advertisers and casting directors to help them identify celebrities for product pitches or starring roles. But the various ratings sometimes show sharply different results.
  • Last July, 65% of respondents to an E-Poll Market Research poll who were aware of Mr. Woods said they liked him, or liked him a lot. That proportion dropped to 26% in their latest rating, earlier this month. Some 31% found the golfer insincere, while only 2% found him trustworthy (compared with 1% and 28%, respectively, for Tom Hanks in the most recent poll, last April).
  • Steven Levitt, president of Marketing Evaluations Inc., which produces Q Scores, responds that expecting people to fill out 46 attributes on 25 celebrities in one sitting, as E-Poll does, is unreasonable. His company's relatively simple rating—respondents can either indicate that they don't know a celebrity, or rate him or her on a scale of 1 to 5—allows him to ask respondents to rate 450 celebrities in one sitting, he says. But Q Scores are collected by mail, a time-consuming process that happens at most twice a year, unless a client makes a special request. As a result, the company's latest Woods numbers date from last summer, before he became gossip-page fodder. At the time the golfer had a positive Q score of 28—meaning he was named as a favorite by 28% of the 86% of respondents who recognized his name. His negative Q score—the percentage of those who knew him and rated him only fair or poor—was 19. These figures were little changed from six years earlier.
  • ...2 more annotations...
  • Davie Brown Entertainment, a unit of Omnicom Group, began polling in 2006, after talking to marketers and ad agencies about the attributes most important to them in celebrity endorsers. The company settled on seven attributes, including appeal, influence and trust. Respondents who recognize the celebrity are asked to rate him or her on each of those attributes on a six-point scale. Then their scores are averaged, and that attribute average is combined with awareness, which is weighted more heavily, to produce the Davie Brown Index. Assigning so much weight to name recognition can yield perplexing results. Mr. Woods's index dropped only modestly, to 80.9 just before his apology from 89.2 a year earlier, in part because slightly more people were aware of him. This helped overcome a plummet in trust, to 43.7 from 68.8. "The overall DBI number is very, very important, but we look at everything," says Jeff Chown, president of Davie Brown Entertainment's talent division. The newest entrant on the scene, Millward Brown, rates celebrities and brands on the same scale, to identify the best marketing fit. Like the Davie Brown Index, Millward Brown's Cebra scores also emphasize familiarity, which is averaged with likability and "buzz," or media attention. Mr. Woods's Cebra score dropped only slightly, to 67 this month from 70 last September. A crash in likability, to 46 from 69, was mitigated by a surge in buzz, to 85 from 74; and a small bump in familiarity, to 70.
  • But these numbers can't be truly validated, as most of those who produce them say. There is no way to know if casting someone with a higher ranking in a movie or ad guarantees a bigger box-office take or more sales.
  • Tracy Tuten on 02 Mar 10
     
    From WSJ on new scoring tools for celebrity endorsements; class discussion points on data for choosing celebrities in ad campaigns
Tracy Tuten

To Introduce Justin Bieber's Girlfriend Fragrance, a Social Media Campaign - NYTimes.com - 0 views

www.nytimes.com/...e-a-social-media-campaign.html

bieber campaign 2012 nytimes imc smm example media ECUadvertising Launch

shared by Tracy Tuten on 06 Jun 12 - No Cached
  • As befits a performer whose following is concentrated so much among young people, the campaign to promote Girlfriend, with a budget estimated at $20 million, is focusing on social media like Tumblr and Twitter. Mr. Bieber’s Twitter feed is followed by almost 22.9 million people, and he has close to 44 million “likes” on Facebook.
  • The new media aspects of the campaign will also touch on the ads appearing in traditional media. For instance, Mr. Bieber is going on Facebook and Viddy, a mobile video sharing service, this week to invite fans to enter a “sing-off” on Tumblr to help create a 60-second television commercial for Girlfriend.
  • The agency working on media planning for the Girlfriend campaign, Media Kitchen in New York, part of the Maxxcom Global Media division of MDC Partners, also handled those duties for the Someday campaign.
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  • Traditional media has a place in the campaign, Mr. Lowenthal noted, citing the commercial and print ads, photographed by Ben Watts, that will run in magazines like Cosmopolitan, Glamour, Seventeen and Teen Vogue. They can be amplified by new media outlets that are fueled by the fervor of “all the fans who want to get closer to Justin,” he added.
  • Tracy Tuten on 06 Jun 12
     
    Fragrance No. 2, called Justin Bieber's Girlfriend, is scheduled to arrive the week of June 18 at Macy's stores, and will also be available this month at retailers like Belk, Dillard's, Nordstrom and Sephora. Girlfriend will arrive a year after the introduction of the first scent endorsed by Mr. Bieber, Someday, which became the best-selling celebrity fragrance ever and the best-selling new women's fragrance of any kind brought out in 2011. As befits a performer whose following is concentrated so much among young people, the campaign to promote Girlfriend, with a budget estimated at $20 million, is focusing on social media like Tumblr and Twitter
Tracy Tuten

Damn, Skippy! A Guest Post by Lisa Proctor - 0 views

Damn, Skippy! Leveraging Segmentation and Positioning Best Practices to Build a Stronger BrandWhen I started thinking about what I was going to focus on in my analysis of how Hormel and BBDO identi...

started by Tracy Tuten on 21 Oct 14 no follow-up yet
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