CyberMedia Research recently conducted celebrity research. The
primary research objective was to establish the effectiveness
of using celebrities in advertisements. The study was conducted
in three stages. In the first two stages, the focus was maintained
on the four metros--Mumbai, Delhi, Kolkata and Chennai. In stage
three, the research extended to Meerut, Bardhaman, Nasik and Coimbatore.
The objective behind this was to cover four small cities in addition
to the four metros and thereby provide a holistic perspective
on the subject.
The sample size in stage one comprised 12 FGDs in four metros;
one per city per TG, nine expert indepth interviews with advertisers
using celebrities and eight expert indepth interviews with ad-agencies
that use celebrities.
In stage two, the sample size was pegged at 480 respondents across
four cities -120 respondents per city. And, in stage three, the
sample size was increased to 3,372 across eight cities.
Interestingly, the study reveals that there is a clear mismatch
between the way celebrities are perceived by the advertisers and
by the consumers. The advertisers look at credibility, looks,
aggression, celebrity-brand fit, cost of signing a celebrity and
youthfulness. Consumers on the other hand look for attributes
like high energy levels, mannerism, confidence, value-consciousness,
politeness, smartness etc.
Let's now look at some of the interesting findings of the study:
