Question

Topic: Branding

How Can One Measure Celebrity Endorsement ?

Posted by Anonymous on 10/1/2004 at 5:25 PM ET 125 Points
How can one define celebrity endorsement ?
Can celebrity endorsement be measured ?
If yes is it measured in terms of money associated with it or is it by the image of endorser or is it by the value of the product it self that has to be endorsed ?
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  • Posted by SteveByrneMarketing on 10/1/2004 at 7:23 PM Member
    sumanth,

    Randall has it right, in dollars one way or another.
    example:

    “Hip-hop artists Busta Rhymes and Puff Daddy collaborated on a song called Pass the Courvoisier Part IIin 2002 and the association reportedly led to a sales increase of 20% – as fans emulated their heroes’ drinking habits.”

    Source: https://www.mediaweek.co.uk/articles/2004/6/QuantumArticle-2004-06-01000000

    Hope this helps,

    - Steve
  • Posted by Deremiah *CPE on 10/1/2004 at 10:01 PM Accepted
    sumanth,

    Celebrity endorsement occurs whenever a celebrity or person of very notable status endorses a product or service. Yes celebrity endorsement can be measuered. In my limited experience it's measurements are measured by the effect the celebrities image has on the campaign. Money is often associated with it because in most cases their is a huge monetary output to get the celebrity to endorse the product or service. Only in a few cases will celebrities endorse something without monetary reward but they do. Is there anything else I can do for you?

    Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
  • Posted by Mushfique Manzoor on 10/2/2004 at 9:16 AM Member
    hi sumanth

    i agree with both randall and steve, The celebrity endorsement, at the end of the day, boils down to revenue and profits.

    celebrity endorsement can be measured by

    1. the sales and profit generated after CE compared to the same before CE.
    2. calculating the ratio of profits brought in after CE against the cost of CE to the ratio of Profits to Cost (prior to CE).
    3. the Brand Awareness after the CE compared to the same before CE.

    btw, the following are the links on Celebrity Endorsements that have been asked in recent times at this forum.

    https://www.marketingprofs.com/ea/qst_question.asp?qstID=3129#21395

    https://www.marketingprofs.com/ea/qst_question.asp?qstID=3141#21558

    Pls do fill up your profile page so that we can know more about you and help you more specifically. hope this helps.

    cheers!!
  • Posted by mgoodman on 10/2/2004 at 4:48 PM Accepted
    There is a way to measure the credibility, believability, popularity, and like-ability of a celebrity. It's called a Q-score, and you can purchase the Q-scores of the candidates you're considering. (See the Marketing Evaluations website at www.qscores.com)

    I've been involved on both sides of the deal -- for a client who wanted to use a celebrity endorser, and for a celebrity who was looking for an endorsement opportunity. Once you've defined the kind of endorser you need (e.g., athlete, actor, male/female, young/old, etc.), it's well worth going through the Q-score exercise.

    Evaluating the contribution of the endorser after you've already made the decision is not nearly as straightforward. One time, many years ago, we actually shot a commercial with a well-known (high Q-score) endorser for national use, and we shot the same commercial with a good actor, not so well-known. We ran a limited market test for 6 months with the unknown actor (cutting in the commercials locally, over our national network schedule) so we could quantify the sales impact of the celebrity.

    By the way, the celebrity was worth every penny of his outrageous fee. We ended up using him for years, and he helped the brand reach market leadership almost entirely on the strength of the commercials in which he appeared.

    (Yes, we used the Q-score to help select him. He was the best of three finalists -- all very well known at the time.)

    The VALUE of having the right endorser is far greater than the cost of the data to help you pick the right one.

    Hope this helps.
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