© 2008 Ipsos ASI – All rights reserved. Contains Ipsos' Confidential and Proprietary information...
9
© 2008 Ipsos ASI – All rights reserved. Contains Ipsos' Confidential and Proprietary information and shall not be disclosed or reproduced without the prior written consent of Ipsos. Ipsos ASI Celebrities in advertising Abstract of learnings presentation Contacts : Jennifer Hubber, President Ipsos ASI Western Europe [email protected] Benoit Tranzer, Marketing Director Ipsos ASI Europe [email protected] Chloé Desrosiers, Comm & Mktg Executive Ipsos ASI Europe [email protected]
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Transcript of © 2008 Ipsos ASI – All rights reserved. Contains Ipsos' Confidential and Proprietary information...
© 2008 Ipsos ASI – All rights reserved. Contains Ipsos' Confidential and Proprietary information and shall not be disclosed or reproduced without the prior written consent of Ipsos.
Ipsos ASI Celebrities in advertising
Abstract of learnings presentation
Contacts :
Jennifer Hubber, President Ipsos ASI Western [email protected]
Benoit Tranzer, Marketing Director Ipsos ASI [email protected]
Chloé Desrosiers, Comm & Mktg Executive Ipsos ASI [email protected]
2© 2008 Ipsos ASI – All rights reserved.
The challenge of using Celebrities in TV Advertising
Use of celebrities in TV campaigns can be a controversial strategy.– High cost, high profile.– Intended to win consumers’ attention, interest, and favorable attitudes toward the
message, product, or brand.
Despite notable exceptions, research has historically not offered much support for this practice.
– David Ogilvy reported years ago that “Testimonials by celebrities… are below average in their ability to change brand preference. Viewers guess that the celebrity has been bought, and they are right. Viewers have a way of remembering the celebrity but forgetting the product.”
– (Ogilvy on Advertising, 1983.)
– Studies published in the 1970s-80s by ASI and other practitioners concur.
More recent analysis of Ipsos ASI test data shows similar results:– Celebrity ads may win viewers’ Attention, and sometimes Recall; – But Persuasion results are less favorable – below average, for Celebrity ads as a
group – and Celebrity ads can suffer from reduced Brand Linkage.
3© 2008 Ipsos ASI – All rights reserved.
Learnings from our database : celebrities are not a ticket to success!
Celebrities often create high visibility but also run the risk of low brand linkage and/or persuasion. This is because the choice of the character does not always match the brand and message
4© 2008 Ipsos ASI – All rights reserved.
X
Persuasion(change in behaviour)
Brand Equity Building
(change in attitude)
Measures that Matterfor advertising effectiveness
REACH X RESPONSEEFFECTIVE
ADVERTISING
=
=
Short TermSales
Brand Equity
Reach(branded memory)
=Visibility (get noticed)
XBrand Linkage (be associated)
5© 2008 Ipsos ASI – All rights reserved.
CEI = Copy Effect Index
REACH X RESPONSEEFFECTIVE
ADVERTISING
Reach Index Persuasion Indexx Copy Effect Index (CEI)=
CEI indicates the potential contribution of the ad to sales effects.
Weighted combination of Reach and Persuasion.– Weighted because of modelled relationship to Sales Effect, but nearly same impact.
– Persuasion and Reach, together, give us the best overall assessment of the ad’s potential short-term business impact. Proved by a long history of validation studies.
6© 2008 Ipsos ASI – All rights reserved.
Overall Effectiveness of Celebrity Ads: CEI
75
85
US
Europe
ALL CELEBRITIES
US, Europe: Ipsos ASI Database Next*TV. All results indexed to local norms
COPY EFFECT INDEX
All ads = 100
Overall, ads with celebrities achieve a
copy effect index below average.
How to read the charts….
7© 2008 Ipsos ASI – All rights reserved.
Effectiveness of Celebrity Ads
91
88
106
94
88
92
80
97
= REACHVISIBILITY
BRAND LINKAGE
PERSUASIONx
ALL CELEBRITIES
75
85
COPY EFFECT INDEX
US
Europe
US, Europe: Ipsos ASI Database Next*TV. All results indexed to local norms
8© 2008 Ipsos ASI – All rights reserved.
Credibility and Relevance May Be Limiting Factors for Celebrity Ads
As a group, Celebrity ads have slightly lower ratings for perceived Differentiation, Relevance, and especially Believability of the ad message.– These results suggest that
celebrities may be most effective when they have some “expert” authority, or when there is a logical connection with the message or story in the ad.
Average Score (Index to Norms) For Ads With
86
93
94
100
100
100
Believability
Relevance
Differentiation
Celebrities/Stars (47 ads*)
All Ads
*Data from Next*TV Europe.
9© 2008 Ipsos ASI – All rights reserved.
Celebrities in TV Commercials: Summary
On the whole, experience is not encouraging for use of celebrities.
– Stars add Attention value, but may upstage the product.
– Persuasion scores tend to be lower.
– Brand Linkage may also be weak, limiting overall branded Recall.
Ads perform better when the celebrity is clearly identified.– Reduces the distraction of “guessing games.”
Credibility and relevance can be an issue.… suggesting that celebrities may be most useful if they have some
direct relevance or “expert” authority.
– Also note that this analysis does not consider how well the celebrity is known, how well liked, or how related to the brand or message.
The best practice may be to test the proposed ads before committing to the celebrity / campaign.
