Fame (in advertising)
DefinitionBrand & Creativity
Fame (in advertising)
In effectiveness research, a campaign's ability to get a brand talked about - to become culturally salient beyond its media spend. Fame campaigns outperform every other strategy on profit growth because word of mouth and social amplification multiply paid reach.
Evidence from the library
Fame, Feeling and Fluency - the three things advertising has to producePrinciple"Advertising builds brands by building mental availability and positive affect, otherwise known as fame and popularity."Quote£9.6m averageMatching a fame campaign with a dull one costs millions in extra media every yearStat14% vs 6% profitA brand character outperforms a celebrity on almost every commercial outcomeStat+23% / +22%Branded characters raise the odds of very large share gain by a quarterStat
Source
Marketing Definitions
Les Binet and Peter Field, Marketing in the Era of Accountability (IPA, 2007)
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