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When to Use Celebrities in Ads – 11 Cases Augustine Fou
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When to Use Celebrities in Ads – 11 Cases Augustine Fou

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Celebrity endorsements work (sometimes); in other cases, the ad appears to be generating more interest for the celebrity instead of the brand.

Celebrity endorsements work (sometimes); in other cases, the ad appears to be generating more interest for the celebrity instead of the brand.

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    When to Use Celebrities in Ads – 11 Cases Augustine Fou When to Use Celebrities in Ads – 11 Cases Augustine Fou Presentation Transcript

    • Augustine Fou- 1 - When to Use Celebrities in Ads – 11 Cases Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com June 2014
    • Augustine Fou- 2 - Author’s Commentary “We used search volume as an indicator of what people remembered and then took action on (went online to search). We studied variations of keywords to corroborate the findings where possible.” -- Dr. Augustine Fou
    • Augustine Fou- 3 - People Remember Celebrity More
    • Augustine Fou- 4 - Scarlett Johannson - Sodastream Super Bowl 2014
    • Augustine Fou- 5 - Scarlett Johannson - Sodastream “scarlett johannson super bowl” “sodastream super bowl” “scarlett johannson commercial” “sodastream commercial”
    • Augustine Fou- 6 - John Stamos, Bob Saget, Dave Coulier (Full House) – Dannon Super Bowl 2014
    • Augustine Fou- 7 - John Stamos, Bob Saget, Dave Coulier (Full House) – Dannon “full house super bowl” “dannon super bowl” “john stamos super bowl”
    • Augustine Fou- 8 - Stephen Colbert - Pistachio Super Bowl 2014
    • Augustine Fou- 9 - Stephen Colbert - Pistachio
    • Augustine Fou- 10 - Anna Kendrick – New Castle Super Bowl 2014
    • Augustine Fou- 11 - Anna Kendrick – New Castle
    • Augustine Fou- 12 - Ellen Degeneres - Beats Super Bowl 2014
    • Augustine Fou- 13 - Ellen Degeneres - Beats “ellen degeneres super bowl”
    • Augustine Fou- 14 - Psy - Pistachio Super Bowl 2014
    • Augustine Fou- 15 - Psy - Pistachio “psy super bowl” “psy commercial” “pistachio super bowl” “pistachio commercial” accumulative Psy search still beat accumulative Pistachio search
    • Augustine Fou- 16 - People Remember Brand More
    • Augustine Fou- 17 - Amy Poehler – Best Buy Super Bowl 2013
    • Augustine Fou- 18 - Amy Poehler – Best Buy
    • Augustine Fou- 19 - Bruce Willis & Fred Armisen - Honda Super Bowl 2014
    • Augustine Fou- 20 - Bruce Willis & Fred Armisen - Honda “bruce willis super bowl” “fred armisen super bowl”
    • Augustine Fou- 21 - Bar Rafaeli - GoDaddy Super Bowl 2014
    • Augustine Fou- 22 - Bar Rafaeli - GoDaddy “bar rafaeli commercial” “bar rafaeli super bowl” “godaddy commercial”
    • Augustine Fou- 23 - Arnold Schwarzenegger & Minka Kelly – Bud Light Super Bowl 2014
    • Augustine Fou- 24 - Arnold Schwarzenegger & Minka Kelly – Bud Light “Arnold Schwarzenegger super bowl” “bud light super bowl” “minka kelly super bowl”
    • Augustine Fou- 25 - Seth Rogen & Paul Rudd -Samsung Super Bowl 2013
    • Augustine Fou- 26 - Seth Rogen & Paul Rudd -Samsung “samsung super bowl ad”
    • Augustine Fou- 27 - Dr. Augustine Fou – Digital Forensics I study the effectiveness of advertising, in this case TV ads that use celebrity endorsement. In some cases, the celebrity is more recalled than the brand; in some cases the brand is. Some ads were more effective for the brands. FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 @acfou ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou
    • Augustine Fou- 28 - Related Articles Augustine Fou- 28 - http://www.slideshare.net/augustinefou/mythbusting-tv- advertising-by-augustine-fou http://www.slideshare.net/augustinefou/video-ad-spending- vs-tv-ad-spending-2014-by-augustine-fou http://www.slideshare.net/augustinefou/tv-plus-online-video- ads-increase-recall-and-roi-augustine-fou-2014 http://www.slideshare.net/augustinefou/shifting-ad-dollars- from-tv-to-digital-video-2014-by-augustine-fou