e-Talent Barometer

e-TB Utility

• Which is the best/most fitted celebrity/public face for advertising my brand?
• What is the added value that a certain celebrity brings to my brand/product?
• Which are the best celebrities options for my TV/Radio Show this season?
• Which celebrity fits best with my TV/Radio format?
• Which celebrity has potential in order to be brought into the front lines?
• Which celebrity should I give up this season?
• Which celebrity driver should I choose for my movie?
• Which are the celebrities that would better sell an album?

METHODOLOGY

Data Collection

Data is collected by CATI Technique (Computer Assisted Telephone Interview) using professional, trained operators
Period: 02-17 December 2009
The CATI software System allows the highest level of data accuracy and system standardization
 
Sampling

•  943 cases: Error margin: +/- 3%
•  The Sample is randomly generated, probabilistic and weighted according to standard demographics and level of urbanization
•  The sample is representative for the Romanian population 15-49 y.o.
•  Respondents are selected via mobile phones database (random digit within mobile phone operator), covering  95% of Total Urban Population in Romania

Multiple Correspondence Map

• The Multiple Correspondence Map is an instrument that graphically represents the relationships that exist between celebrities and more targets or segments at a time (demographics, consumption, TV station, etc). The relations are set according to the Popularity scores for each celebrity on every target included into the model;
• The Map has 2 axes (X & Y) according to which every celebrity is positioned depending on the scores calculated on each target/segment;
• A strong relationship between a celebrity and a target/segment is given by a small distance on the map between the point of the celebrity and the point of the target/segment, both on X and Y;
• These 2 axes have different contributions when assessing a relationship between a celebrity and a target/segment; these contributions are different from one celebrity to another, and from one model (map) to another;
• For instance, X may have a significant more important contribution than Y for celebrity a; in this case, the relationship between that celebrity and the targets/segments is given more by the distance on X.

Celebrity endorsement model
(Celebrity Attributes)

Celebrity endorsement refers to the marketing/advertising campaigns that use a celebrity (public face) with the purpose to promote a certain product or service. In order to choose the most fitted celebrity for the campaign, research data is needed.
The celebrity endorsement research has shown that the celebrity attributes have had the most research support as effectiveness indicators with regard to celebrity endorsements advertising. These attributes are:

Credibility -  an attribute actually defined as being made up of the sub-attributes:

•   Attractiveness
•   Trustworthiness
•   Expertise (Talent)
•   Likeability
•   Familiarity
•   Gender

While all were shown to have a positive impact on the persuasiveness of the celebrity as an endorser, Credibility, Familiarity, and Likeability outweigh Gender in their importance.

We have adapted the model for two Romanian, very well-known celebrities: Mihaela Radulescu and Andreea Marin, as an exemplification purposes.

The tested attributes are: Credibility (Attractiveness, Trustworthiness, Expertise/Talent), Similarity  (with the respondent ) and Life style Model (for the respondent).

We have used a regression model in order to asses the importance of each attribute to the Popularity score for the 2 celebrities

The attribute that explains the best the Popularity score is Trustworthiness for both of the celebrities;

In case of Andreea Marin, the identification of the target (15-49 Urban) with the celebrity (Similarity – with the respondent), has also an important impact on the levels of Popularity (11%). The Life style model has 9% impact, then the attribute Talented (5%). Physical attractiveness is only 2% important for the Popularity Score in case of Andreea Marin;

For Mihaela Radulescu, the Talent is 13% important for the Popularity score, 12% the Life Style model, 11% Physical attractiveness. The attribute of Similarity (with the respondent) has a rather negative impact on the popularity for Mihaela Radulescu (-3%).