The Value of Celebrity Endorsements

by Henry Schafer

Celebrity endorsements can have a significant impact on increasing consumer awareness and purchase intentions for virtually every product category.  The key ingredient for making this work is insuring that the celebrity spokesperson is perceived to be compatible with the brand and the product category, and that these important perceptions are based on the brand's target consumers (primary purchasers).

Our celebrity Q Scores database (unique history for over 25,000 celebrities) and custom designed Spokesperson Evaluation Studies are both suited to help our clients make the most informed decisions for choosing the "right" celebrity to represent their brands.  In effect, the objective is to determine the best possible "compatible fit" between the personality attributes of the celebrity and the image attributes of the brand -- yielding high awareness and impact against the intended consumer target.  The perceived relationship between the celebrity and the brand needs to be evaluated on the following dimensions:

• Sensible and appealing
• Believable
• Appropriate
• Motivating to the purchase decision

The perceived celebrity/brand relationship needs to be strong in all of these areas for the campaign to make a difference.  Our Q Scores database and proprietary Spokesperson Evaluation Studies effectively steer our clients down this important decision-making path.

Check out this video http://shopping.yahoo.com/video/celebrity-endorsed-products-worth-035803754.html and, of course, pay close attention to my segments in this very interesting story about the value of celebrity endorsements.

Feel free to contact me for more details at henrys@qscores.com or call me at 516-365-7979.  If I'm not available, ask for Fran Purcell or Steve Levitt.

Thanks for your time.  

International Q Scores: Your Global Connection for Multi-Country Objectives

Here's your opportunity to measure celebrity awareness and appeal around the world with custom designed studies to fit your specific objectives 

Tap into the opinions of millions of authentic international consumers to measure the strength of the emotional connection between your target demographics and specific celebrities (global or local) in over 50 countries

Studies will be conducted with an online consumer panel that reaches over 8 million consumers on four continents.  Q Scores is your global connection for multi-country research.  

• Nationally representative samples in each country
• Targeted demographics
• All interviewing conducted online with appropriate language translations
• 10-14 day turnaround from start of fieldwork to delivery of results
• Executive overview of the key findings

Similar studies can be conducted on the awareness and appeal of characters, licensed properties, television programs and brands.  In addition, Spokesperson Evaluation studies which connect potential spokespeople to a brand are also available.

Call us at 516-365-7979 or by email: 

steven.levitt@qscores.com, henry.schafer@qscores.com, francine.purcell@qscores.com

Tide Picks BETTY WHITE. Why? Is It Just Her Name?

by Henry Schafer

According to the Q Scores Company, which tracks the popularity of about 1,800 celebrities, Ms. White is tied with Tom Hanks as having the highest favorability rating. Among the 70 percent of respondents who knew who Ms. White was, 51 percent said she was one of their favorite celebrities, up from 27 percent who said so in 2004. “She’s in the stratosphere,” said Henry Schafer, executive vice president of Q Scores. “She’s not afraid of making fun of herself, and that’s a good quality, and her appeal cuts across all age groups.”

reprinted from NY Times Business Day 8/3/12

Q Scores Data Reveal Some Celebrities May Be More Marketable Dead than Alive

Click on header link (above) to read a recent press release on how Q Scores can help predict the marketability of deceased celebrities by comparing familiarity and likeability Q Scores in life and death.